What’s my preference?

Digital Marketing Lead, Public Services Sector, IBM Analytics

Customers demand control of when, where and how they interact with brands—not just on websites, but across all channels. Understanding and managing customer preferences requires listening, really listening, to customer opt-ins and opt-outs, monitoring their behavior and knowing the type of messaging customers want to receive and via which channel. Customers expect businesses to know their specific preference for each channel and adhere to them.

In our next #CXO Twitter chat Tracy Kirk (@tracykirk), manager of process integration, Front Office at PSE&G, joins us to discuss managing customer preferences. You can join easily using Tweetchat, where the hashtag #CXO is automatically appended to each tweet you send during the chat, streamlining the chat process.

Below are the questions we’ll be discussing as well as reference articles to help inspire the April 28 discussion at 12 noon EST. 

#CXO chat discussion questions

  1. What can businesses do to effectively manage customer preferences across multiple channels?
  2. How do you ensure that customer facing professionals have access to accurate, up to date preference data?
  3. Can organizations use preference management to drive engagement and loyalty?
  4. How do you ensure customer privacy preferences are respected across the organization? 
  5. Can businesses leverage individual customer preferences to uncover core drivers of entire customer base? 
  6. Should businesses attempt to change customer preferences?  Why or why not?
  7. How do you apply preference management differently on inbound versus proactive contacts?
  8. What are best practices for customer preference management?
  9. How does preference management impact the customer experience as a whole?

#CXO chat reference articles:

#CXO chat guests:


Tracy Kirk (@tracykirk) is manager of process integration Front Office at PSE&G. Tracy led the development and implementation of new CRM for all customer contact organizations within PSE&G. She built and deployed the first integrated web self service functionality offered by the company, and a new IVR using natural language capabilities. Tracy is the functional owner of production support for customer-facing systems, project implementation and strategic roadmap. She also initiated and lead the company's customer engagement efforts in social media platforms.

What is #CXO chat?

#CXO chat is a weekly conversation every Monday at 12 noon EST/5 p.m. GMT, on Twitter. Each week we discuss a different customer experience optimization topic.

How do you join in?

If you use a Twitter client like Tweetdeck, HootSuite or Seesmic Desktop, create a search column for the term/hashtag "#CXO" and then, as we tweet with the #CXO hashtag, all tweets tagged with "#CXO" will show up in your column. You can also follow with Tweetchat and it automatically adds the #CXO hashtag.

How do you participate?

Just jump right in! Review the discussion questions posted to prepare your thoughts and answers. When the question is posed, begin your response with A1: for question 1, A2: for question 2, and so on. No answer is wrong! We look forward to seeing you at the #CXO water cooler hosted by @IBMBigData.

Follow the hashtag #CXO throughout the week for articles, facts and nuggets on customer experience optimization. You can also continue the discussion on LinkedIn in the Customer eXperience Optimization group on LinkedIn.