Audience consents and preferences are a good way to retain customers because they allow organizations to control the communications they send out to their target audience. This can help to reduce customer churn and keep customers happy. Consents positively impact customer retention because they give customers the ability to manage their preferences and reduce the chances of them becoming unhappy with the communications they receive.
Marketers want to ensure that there is no breach of the privacy and identity of consumers. This becomes more difficult when marketers have to work on various digital marketing campaigns.
Audience consent and preferences positively impact customer retention and are key to continuous customer engagement. They not only build customer trust but also help you to narrow your focus on the preferred channel. 52% of consumers polled like it when customer service is personalized to them and their interests (Opinium Research LLP, Ovum), and 85% of marketers believe respecting customer consent is a competitive advantage (American Marketing Association).
In the age of privacy rules and regulations, you need to be cautious about customer data and preferences. To manage this, you need a tool that can capture the audience’s consent and their preferences. So, we thought of introducing one for you in Unica. We are introducing “Customer Consent” in Unica, which will allow you to capture audience consent. The Customer consent module will be available inside the Contact Central. This customer consent will give you an option to capture the consent for communications like Whatsapp/SMS/Email/Push enabling you to have better control over your communications. Customer Consent is a new module in Contact Central that enables you to do an audit on the data they have collected. You can use it to track down which audience should receive certain information based on their consent – no matter how many different marketing campaigns you’ve sent them in the past.
In this release, customer preference takes center stage with the addition of consent management in the Contact Central feature of the platform. Channel-specific customer preference can be either captured either through the out-of-the-box preference center or from an external source through the integration APIs. This, along with existing contact management features like channel capacity constraints and regional contact preferences based on enterprise and local governmental regulations, ensure channel outreach is privacy compliant.
What is Customer consent?
A customer consent in plain English is – the consent that is provided by your customer to you for the actions that you want to perform on them.
Customer Consent is a place in Contact Central that provides a view of the audiences’ consent and communication. It is a resource for all audiences that have submitted their consents via Deliver landing page.
Why it is important for business?
The corporate world is increasingly complex, and businesses must navigate a myriad of regulations in order to stay compliant. One area that has come under greater scrutiny in recent years is the issue of consent.
Most businesses are aware of the need to obtain consent from customers or clients before collecting, using, or sharing their personal data. However, obtaining consent can be a complex process, and there are strict rules about what constitutes valid consent.
There are a number of reasons why obtaining valid consent is important for businesses. Firstly, it is a legal requirement. Secondly, it helps to build trust with customers and clients, who will be more likely to do business with a company that respects their privacy. Finally, it can help businesses avoid costly fines and reputational damage if they are found to be in breach of data protection laws.
If your business collects, uses, or shares personal data, you need to ensure that you have valid consent from the individual concerned. If you don’t, you could be risking your business’s future.
How will you use it?
The Customer Consent will be a hub for all things related to consent. In this release, the platform’s digital messaging function powered by Unica Deliver comes with new features that make managing, crafting, and sending digital messages more efficient and privacy compliant.
Customer consent can easily be captured and incorporated into your digital campaigns with a configurable out-of-the-box preference center. Both ad-hoc and scheduled mailings, triggered via Campaign, have been enhanced to adhere to region and capacity preferences defined in Contract Central. To understand more about how you can manage customer consent in Unica Deliver, you can reach out to us, and we will be happy to help.