Which dealer will John buy from?

Preference Management Done The Way It Should Be

Why does good privacy management lead to a COMPETITIVE ADVANTAGE?

Imagine I run a car dealership. I operate the Cassie platform so my customers and prospects can easily tell me what they want and I can easily comply with their wishes and also comply with privacy legislation such as PECR and GDPR. My customers can either “self-service” via my website, or respond to my email or SMS campaigns, or simply call into my Customer Service Team.

Now imagine you have just bought a new car from me.

Do you want monthly New Car Sales Offers by direct mail? “No, not by any channel thanks”. (Or you could use the “Preference Holiday” option and tell me not to send you New Car Offers for 6 months. Or 30 months – it’s your choice).

Do you want Second Hand Car Sales Offers? “My daughter is looking a cheap runaround, so yes please, once a month, by email”.

Do you want live SMS messages relating to cheap runarounds as they arrive in the dealership? “That would be useful, yes please”.

Do you want MOT and service reminders for your new car? “Yes please, SMS me and call me as I tend to forget!”

ALL DONE IN LESS THAN A MINUTE.

Once your daughter has purchased her cheap runaround car, you might change your preference to stop Second Hand Car Sales Offers. And after 2 ½ years you may turn on the New Car Sales Offers as you’re back in the market again (unless you used the Preference Holiday, in which case I would start sending them again after your preferred period).

Cassie also manages your cookie deployment based on what the individual wants. Don’t want Tracking cookies sharing your browsing history with Google, Facebook, etc? Done. Do want 1st party Personalisation cookies? Done. And these preferences will be deployed every time you visit our site. Want to change your cookie preferences? Done.

Now that is the kind of service your customer or prospect wants! It reduces their volume of unwanted communications (spam, junk mail, nuisance calls). It gives them choice and control. It puts relevant, targeted messages in front of them about what they want. It keeps them engaged with you. It shows that you are an ethical company. It reduces your direct costs of sending unwanted communications. It helps you segment and target people as part of your Customer Journey. IT GIVES YOU A COMPETITIVE ADVANTAGE. Who would you prefer to engage with? Arthur Daley Motors down the road who give you no control and simply spam you to death once they have your details? NO. Would you engage with me? YES.

Improved Engagement

By offering “granular preferences”, you will see a reduction in opt-out’s – people can choose what they receive, when they receive it and how they receive it. Woodland Trust recently said at a Cassie User Group that 26% of opt-out requests actually didn't opt out of everything when presented with their granular requests! This is a huge statistic - the Trust were able to continue communicating and marketing to Supporters - but about the topics the individual wanted, rather than throwing everything at a wall and hoping some of it sticks! (more often than not, none of it sticks and the supporter opts-out).

Improved Segmentation

Now let’s think about your Marketing Team. The Cassie platform uses API’s, widgets and file transfers to push all that preference history into your Marketing & Insight systems (Dynamics, FastStats, CRM, email platform, etc). This provides the foundation to create the best segmentation possible – your Marketing Team know the products or services that each customer (or prospect) is interested in. That is gold dust! AND they know what channels to use. THAT IS CUSTOMER-DRIVEN OMNI-MARKETING! I guarantee that if you compare the ROI on your old-school marketing campaigns to this customer-driven approach, you WILL see huge improvements.

Customer Simplicity

Now let’s think about your customers. They can request or change their preferences via your Call Centres or they can “self-service” via the website. You can send email or SMS campaigns and the customer’s responses feed directly into Cassie for dissemination to your other systems (CRM, Operations, Marketing, etc). Cassie is designed to make engagement as simple as possible. Your customers and prospects can update their preferences to fit with what they want.

Administration Simplicity

Cassie enables your Marketing Team to create and centrally deploy fully branded widgets and forms across ALL your online estates – websites, landing pages, emails, social media, etc. And you don’t need to be a technical person! The widgets feed the preferences back into Cassie, providing a time-stamped, complete audit trail of a customer’s preference history. Cassie also stores the actual statement wording and the privacy policy.

Cassie is designed for the Marketing Team, as well as your Compliance Team. Maximising opt-in rates and minimising opt-outs has opened up a new Marketing front that requires preference statements to undergo rigorous testing and roll-out processes. Preference management requires segmentation and analysis – just like the rest of your Marketing campaigns. And of course, Cassie has been designed with this in mind. With the ability to run A/B split-testing of preference statements and see live comparisons via the dashboard, plus the ability to create unlimited statements, channels and products, there is no restriction to what you can do! Which of the following preference statements generates a higher opt-in rate?

A) Please tick here if you would like us to send you New Car Offers by email

B) Looking for a new car? Please tick here to receive our New Car Offers by email

You can deploy both as a split cell test within minutes. Review the Opt-in rates via the Cassie dashboard and roll out the best statement.

Why Kudos?Kudos are passionate that “Doing privacy well” will enhance your brand reputation. In the future it will be expected by customers. Those companies that don’t do it well will fall by the wayside. Customers will expect organisations to use their data appropriately. And they want to choose what you hold on them, why you hold it and what you do with it.Kudos have a vision of putting people in control of the use of their data – that it is fundamentally an ethical and morally correct concept. Consumers want change and they will appreciate and value the brands that clearly give them choice and control. If you agree with this view then we can help you to create a competitive advantage.Privacy management is rapidly becoming a factor in people’s decision of which companies to buy from. Kudos believe that technology such as the Cassie Privacy Management platform is an enabler. But any technology is only as good as the way you use it. We will work with you to ensure a smooth, successful implementation. More importantly, we will work with you to utilise Cassie across your business – ensuring you create a competitive advantage.

Where Do We Go From Here?

One thing is for sure- companies must invest in Privacy & Preference Management solutions such as the Cassie platform. Or else customers will vote with their feet (or thumbs!) and buy from businesses who show that they are serious about privacy and treat their customers with respect and transparency. This change in consumer awareness and mindset is already happening. The Cisco 2020 Data Privacy benchmark study found that for every $1 an organisation spends on privacy investments, they receive a $2.70 return on investment. The examples I’ve given should make you realise why!Cassie is currently used by organisations around the world, in 36 languages, totalling 165 million worldwide customer records with 2.4 billion preferences and making 2.5 million updates EVERY DAY! Over 40 API's already available to CRM, operational and marketing systems. Widgets to deploy, collate and centralise preference statements and requests. Designed to enable Marketing & Digital teams to ethically do what they do - compliantly! Multi-brand. Multi-lingual.

For more information or an on online demonstration, simply contact us!