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So you've already consulted the matrix and have a more well-rounded idea of what communications your customers are already getting from your company. Now it's time to consider the types of conversations you're having with customers, and the methods by which you determine those conversations.
Think about the ways your company can listen, remember and respond to your customer. If you're interested in sending them a new piece of communication, what are the ways you might assess who to send it to? If you're listening, you can do one of two things – you could come right out and ask your customers what they'd like to receive, or you could use their behavior and interactions to suggest additional communications they'd like to receive.
The former requires remembering and responding as your customers. The latter requires a closed-loop relationship – in other words, a way to correct the conversation, like an opt-down.
This short video explains how you can know what your customers want and why a closed-loop relationship helps your company listen, remember and respond.
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