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.

By taking your customers' preferences into account throughout your enterprise, you can move from explicit to implicit conversations. Ready to learn more? Browse our Resource Center for information on customer preferences and how to store, share, and react to them.

About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores in the summer of 2013. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.
Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

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