This approach violates the “one source of the truth” rule. All these output files will then need to be stored and managed. PDFs may work for ink on paper and for email attachments, or to be retrieved by the customer from a web portal, but they can be unwieldy when delivered to a smartphone. The documents will have to be created in varying formats. If your organization has a very large IT staff and plenty of time, one solution is to create an output file for each of the customer’s preferences: one file for the printed statements, one for sending email notifications to them and one for SMS marketing messages delivered to their smartphones. Now with the output channels being diversified and segmented and made granular, the documents themselves may need to be reformatted for output through different channels for different devices. Pulling customer master files from these various sources into a common platform-one probably designed for print output-already has required some coding acrobatics. Internally, many organizations have customer databases that reside in enterprise-wide legacy systems and in isolated departmental systems, and/or in additional systems inherited through mergers and acquisitions. The difficulty is not limited to external or customer demand. Learn More: IT Decision Makers Have More Roles to Play Than Ever Before in 2020 Inside and Outside Pressures Actually executing what looks like a simple process is rarely easy. However, the best-laid plans of a customer experience officer, customer service rep or marketing manager often result in complex projects for the IT department, particularly with regards to customer communications. The challenge is to meet all their needs with a single system.Ĭustomer service staff wants to accommodate this as it is an effective tactic for customer satisfaction. And Brad needs to get all of his documents sent to him in braille. On the other hand, Latishia wants to receive all her communications on her smartphone.
Mary prefers to get her monthly statements on her desktop computer, but her quarterly and annual statements printed and mailed to her home. For example, let’s look at four typical consumers: Tom likes to get statements in the mail, but wants to receive marketing promotions or other non-data sensitive materials via his smartphone.
While many customers still want to be able to receive invoices and statements via ink on paper and through the mail, not all agree. When done well, preference management benefits the customer and the enterprise. By creating preference management capabilities, IT can become a part of a company’s highly visible CX success. In an environment where many IT processes are seen as a necessary evil and an impediment to the customer experience, how can IT pros show an understanding of this current business requirement? One answer is preference management, which is an organization’s ability to cater to customers’ desires regarding how they want each communication from a company delivered to them, through which channel and when. The ability to deliver communications to customers through the channel they prefer when they prefer is the new CX paradigm, but the challenge is to make aging legacy systems cooperate with these modern requirements.Ĭustomer experience (CX) has become critical in most enterprises today, gaining a large share of budget and attention.
Preference manager software#
Ernie Crawford, President and CEO of Crawford Technologies, an enterprise software provider, talks about how IT pros position themselves for success in the age of customer experience.
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