While projections and outcomes for Black Friday and Cyber Monday took up many headlines, I found that the deeper part of those shopping dynamics told a far more interesting story. Sure, the shopping frenzy weekend was an overall positive result...Read More

Preference Management Video Series Now that we’ve established that preferences are self-reported consumer opinions related to potential interactions between customer and company, the next consideration is how you might go about...Read More

Forrester Research analysts Luca Paderni and Shar VanBoskirk recently offered some interesting 2015 predictions for marketing professionals. The brief includes a special section on preference management where Paderni and VanBoskirk...Read More

Just a few short years ago, it was surprising to learn that someone didn't have a landline phone. The "mobile-only" early adopters were objects of wonder: what if your battery dies? What if you experience a network outage? What if you lose it?...Read More

While most of the marketing world is still fixated on the blurry lines that separate a CMO and CTO, a new role is emerging that may offer some clarification. Enter the Chief Customer Officer, the primary advocate for the end user and mediator on...Read More

A recent study conducted by Tapad and Forrester reveals that when it comes to doing business online, more than half (51 percent) of consumers choose the device they use based on whatever they're nearest to when they first become interested in...Read More

Obviously, this is a powerful and important demographic for us to consider when planning marketing strategies. Conventional wisdom holds that boomers lag their younger, faster, and more technologically proficient millennial counterparts when it...Read More

A five-part series that discusses preference collection best practices  The conversational model of preference collection demands convenient, timely, branded experiences that seamlessly align with the customer's priorities in a given...Read More

A five-part series that discusses preference collection best practices   Customers view companies as one entity, not as individual business units or discrete functional groups (e.g. sales, customer support, etc.). In order to support...Read More

By framing the collection process as a progressive conversation, enterprises are better able to understand and plan for the true nature of customer communications. Research indicates that customers reveal their preferences in iterative steps...Read More