For Customer Intelligence Professionals

Primary Analyst Photo	Document Information	Rate this Document
	July 22, 2009 Marketers: Stop The Abuse! Adopt Preference Management Consumers Are Losing Trust And Patience With Marketers by Dave Frankland with Carlton A. Doty, Emily Murphy

This is an excerpt

Executive Summary

Preference and relevance are tired and overused marketing terms. But despite the lip service marketers give them, we don't see an awful lot of focus on them. To get a complete picture of the state of preference management in practice and the similarities or differences in how marketers and consumers view preference management, Forrester surveyed consumers and marketers in Q3 and Q4 2008, respectively. What did we find? Marketers are neglecting customer communications preferences — and they do so at their peril. Many fail to capture preferences, ignore them when they do, and say that they send too many marketing messages. Unfortunately, consumers agree. Marketers who don't allow customers to decide how they can contact them not only risk being ignored but also invite a social backlash as consumers berate them in the groundswell of Social Computing.

TABLE OF CONTENTS

• Marketers Are Ignoring Customer Preferences At Their Peril

RECOMMENDATIONS

• Establish Preference Management, Deliver Relevance, And Build Trust
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.