Managing customer preferences

Customer preference centres are a fantastic tool for enhancing your customer relationships and building a more vivid picture of your customers. However, they also require disciplined data hygiene.

In this lesson, you will explore the key types of data that you need to drive your CRM strategy and how to ensure they are kept accurate, up to date, and legally compliant. Using practical exercises and industry case studies, you will also explore how to use personal, transactional, and lifestyle data to gain a more detailed understanding of the context and motivations behind your customers' behaviour.

Lesson objectives:

• The importance of privacy by design and by default
• What the key types of data that you need to drive your CRM contact strategy are
• How to use customer preference centre to enhance your customer relationships

Course of origin: DMA Postgraduate Marketing Diploma

This lesson is recommended for marketing leaders who want to build effective customer-centric communication strategies.

Level: Marketing leadership L7

Estimated completion time: 4 hours