1. The document discusses how Microsoft transformed its approach to engaging small and medium sized businesses (SMBs) from a transactional model to an opt-in relationship program based on voice of the customer research.
2. The new program, called the Microsoft Business Resource Center, asks customers to opt-in and answer questions to self-profile their needs and preferences in exchange for personalized training, support and community benefits.
3. By understanding customer needs at a deeper level and delivering a highly personalized experience, the program aims to increase customer satisfaction, renewals, engagement and marketing efficiencies for Microsoft.
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Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152
2. Call Center Moved from Operations to Marketing
• “Cost center” vs. “Profit Center”
• What do you measure today?
• What really counts?
77 Step 1: VoC Research
3. Call Center Moved from Operations to Marketing
What does the bottom 10% cost you?
Top 10% of agents: $180 revenue per call
Bottom 10% of agents: $140 revenue per call
Difference: $40/call
If the average agent takes 1,000 calls per month, your bottom
agents are costing you $480k per year!
What are the implications?
78 Step 1: VoC Research
4. Call Center Moved from Operations to Marketing
• What’s a great agent worth?
• Revised Compensation Plan – “doubling your compensation”
• Competition and Cooperation
• Recruiting and training
79 Step 1: VoC Research
5. VoC Follow-Up Actions: Next Steps
Build an online community that
provides an opportunity for sharing.
Build a bridge to the
Primary Care Doctor.
Customer Portal
80 Step 1: VoC Research
6. Work in progress. . . but seeing a 65%
VoC Results increase in returning customers and
Customer retention = 40% increase in revenue per customer.
#1 strategic priority.
VoC helped create
unity of purpose and
vision for the entire
management team.
Identified
opportunities across
all functional areas.
81 Step 1: VoC Research
7. Your Top 3 Takeaways?
1.
2.
3.
82 Step 1: VoC Research
8. Step 1: Summary
Step 1:
VoC 4 steps in the VoC-driven Customer Engagement
Research Marketing Process:
1. Use Voice of Customer Research to Truly Drive
Your Engagement Strategies
2. Create Powerful Opt-In Databases to Drive High
How to Use Voice Impact Personalization Strategies
of Customer
Research to Drive 3. Use the 5 Principles of Multichannel Marketing
Your Engagement 4. Increase the Power of Your Online and Social
Strategies Media Marketing.
83 Step 1: VoC Research
9. Step 1: Summary
Step 1:
VoC VoC-insights help you transform your marketing
Research from “CRM” and “managing” customers to “CMR”
and “customer-managed” relationships.
Use VoC research to help you understand and pre-test
how to change from a relationship based on just
How to Use Voice transactions to a deeper engagement based on a
of Customer broader understanding of customer needs.
Research to Drive
Your Relationship Use VoC to engage customers to Opt-In and self-profile
Strategies their preferences. This information will populate your
Opt-In database with uniquely accurate information.
84 Step 1: VoC Research
10. Step 2:
How to Create Powerful Opt-In Databases to
Drive High Impact Personalization Strategies.
Drawing for 2 Autographed Books:
85 Step 2: Opt-In Engagement
11. Step 2: How to Create Powerful
Opt-In Databases to Drive High
Impact Personalization Strategies
Step 2:
Opt-In
Engagement
Step 1:
VoC
Research
86 Step 2: Opt-In Engagement
12. Traditional “Spray and Pray” Marketing
Isn’t Working So Well…
87 Step 2: Opt-In Engagement
13. Opt-Out is the US Standard
• More than 76% of U.S. adults have registered for the National
Do-Not-Call (DNC) Registry (Harris Interactive).
Average Presidential election voter turnout: 50%
• Over 209 million phone numbers listed on the DNC.
Eight million new numbers registered in 2011.
• The DMAChoice mail opt-out program has served over 12
million consumers over the past 15 years.
• In the 1st year, 1 million consumers opted out via the
Digital Advertising Alliance’s AdChoices Icon, on
behaviorally-targeted ads.
• Pending Canadian law: electronic commercial messages,
including email, texts, and messages via social media,
going to, through, from Canada without prior consent,
could bring severe penalties.
• Italian government banned all unsolicited mail, phone, e-mail, NY Times 4/29/12
fax, mobile communications without affirmative consent.
88 Step 2: Opt-In Engagement
14. “Do-Not-Track” Legislation is a Hot Topic
Per a NY Times story, Julie Matlin was
tempted by a pair of shoes on
zappos.com. Then the shoes started
showing up in ads on other sites she
visited.
It was as if Zappos had unleashed a
persistent salesman who wouldn’t take
no for an answer.
“It is a pretty clever
marketing tool. But it’s
a little creepy, especially
if you don’t know
what’s going on.”
89 Step 2: Opt-In Engagement
15. Empowered consumers are questioning why the Opt-Out burden is on them...
versus marketers competing to engage them with value propositions
that motivate them to Opt-In
Unfortunately, Frustration is House re Verizon;
Opt-Out The message: growing. "While we
marketing policies If you don’t like understand the
these practices On 8/9/12, the FTC
are the norm. benefits of
the burden fined Google
tailoring
is on you $22.5 mill. for Safari
They allow advertising to
to privacy violations.
marketers to send customers, we
Opt-Out. Largest FTC civil
offers believe that they
penalty, “…if you’re
and use on-line should be in
going to hold
information control of the
people’s most
to target their sharing and
private data, you
marketing. disclosure of
have to …honor
their personal
privacy
information
commitments”
through an
Bur. Cons. Protection
Opt-In process.”
90 Step 2: Opt-In Engagement
16. The Alternative. . .
Powerful and Socially Responsible Opt-In Relationships
Respect customers and
prospects. Ask them
to define their individual
requirements in response
to meaningful value
propositions.
As a result, they will
populate your database
with uniquely detailed,
actionable information.
91 Step 2: Opt-In Engagement
17. Important!
Opt-in is not
about passively
agreeing to
receive email.
It’s about actively opting-in to a
relationship and self-profiling your
preferences and aversions.
92 Step 2: Opt-In Engagement
20. The Ever-Expanding Privacy Policy
In the last five years, Facebook’s privacy policy has grown to 5,830 words
today, from 1,004 in 2005. In addition, Facebook offers an in-depth Privacy
FAQ page, with 45,000 words.
95 Step 2: Opt-In Engagement
21. The Opt-In Process
1. VoC learnings drive strategies for 4. Per VoC research, Opt-In is based on
customer engagement so they Opt-In reciprocity of value:
to a deeper level of engagement. Recognition by consumers that in order to
receive or access increasingly relevant
2. Customers profile: needs, decision information, they must share increasing
making process, offer, message, amounts of information regarding their
timing and media preferences. preferences.
This detailed information builds your If they trust the marketer and see a useful
uniquely accurate preferences value proposition, consumers will opt-in to
database. sharing increasingly detailed personal
preference information in exchange for the
3. Customers are actively engaged in marketer’s promise to deliver relevant
contributing to, and defining their information and offers.
relationship with your company. As a result of these interactions, consumers
are more likely to open, engage with, and
respond to, communications and offers.
96 Step 2: Opt-In Engagement
22. Consumers Want to Opt-In
Many customers are eager to tell you Consider the bottom-line results
how they want to be treated. from using this self-profiled
information to drive how you engage
They will also share whether they
with customers!
are:
The pay-off:
Proactive users: will engage and
contribute. Consumers receive personalized
communications and offers.
Passive users: “I want to be
Marketers stop “spray and pray.”
spoon-fed content.”
Each requires a specific
strategy.
97 Step 2: Opt-In Engagement
23. Without this preference data, true personalization
The Big Takeaway driven marketing cannot happen. Traditional
transactional data is not enough!
Reciprocity of Value
Equation:
Consumers opt-in Profile asks 436 questions.
Microsoft’s VoC-driven
to share increasingly Relationship Marketing
detailed personal program (Business
preference Resource Center)
information in requests answers to
exchange for 14+ detailed business
marketer’s promise questions in order to
to deliver relevant deliver targeted and
relevant information/
information
education.
and offers.
98 Step 2: Opt-In Engagement
24. Keep in Mind. . . This Process Requires:
Operational precision
in managing offers
and communications
per individual
customer
requirements.
Challenging to
implement!
99 Step 2: Opt-In Engagement
25. 5 Ways to Earn Consumer Opt-In
Results from 125+ VoC research efforts conducted by ERDM indicate that consumers
have 5 criteria for determining whether to Opt-In to sharing in-depth information:
• Trust that the company will adequately safeguard their information and use it in a responsible way.
1.
• “Responsible” = consumers believe that their information will not be rented or sold to third parties.
2.
• “Honor my preferences” reflects expectation that their “Opt-In” self-profiled preferences will be used to
drive increasingly targeted communications and offers... and suppress those that are not relevant per
3. the preferences of individual customers.
• The value consumers receive in exchange for providing in-depth information must be obvious and
compelling. If the value is not obvious, they will assume you betrayed their trust. This expectation of
4. relevance applies to online and offline experiences and communications.
• Consumers must see proof that the company will be able to deliver on requirements 1 through 4,
5. not just once, but consistently over time.
100 Step 2: Opt-In Engagement
26. Case Study
VoC-Driven Small Business
Relationship Marketing Program
101 Step 2: Opt-In Engagement
27. Situation Overview
Home-Based Lower Small Core Small Lower Core
Business Business Business Midmarket Midmarket
1+ PC 1-4 PCs 5-24 PCs 25-49PCs 50-249PCs
Total SW Market Spend $12BN $10BN
Ave # of Employees 9 228
Number of US Firms 14M 3.5M 2.5M 180K 100K
• The 20+ million Small Midsize Business (SMB) firms represent substantial
growth opportunity.
• Market and competitive landscape raising stakes to increase need to serve
the SMB market.
102 Step 2: Opt-In Engagement
28. A majority of Microsoft
product sales in Small and
Medium size business
segments come through a
channel partner (e.g. Value
Added Reseller, Retailer,
Original Equipment
Manufacturer).
Customers feel they have no
relationship with Microsoft.
SMB customers are mostly
transactional (gather
information, trial, purchase,
and disengage).
Past Small Business Voice of
Customer (VoC) Research
indicated that most
customers would welcome a Hence the need for a relationship program.
relationship with Microsoft.
103 Step 2: Opt-In Engagement
29. As a result of the first Small Business VoC,
Microsoft developed the SB+ Relationship Program.
6 digit
membership
3.7x more
responsive
SB+ Relationship
Marketing Opt-Ins
1.3x more
revenue
20 points
more
satisfied
104 Step 2: Opt-In Engagement
30. How to Approach the Diverse SMB Segment?
Based on the success of SB+, Microsoft wanted to scale
to midmarket companies (size: 100-150 employees) .
Key questions Program Goals
Will the online resource appeal to Increase customer satisfaction
midmarket IT and business scores.
decision makers? Will they opt-in?
Increase licensing renewal rate.
What are key enhancements that
can help deepen customer Improve customer engagement.
engagement? Deliver the most relevant content
Can results continue to exceed and communications.
results of house file? Improve marketing efficiencies.
105 Step 2: Opt-In Engagement
31. Pillars of the Online
Relationship Program
Customer Satisfaction
Usage
Benefits Activation
Implementation
Communications
Community
Relevant
Training
Support
106 Step 2: Opt-In Engagement
32. VoC Helped Answer Key Questions
For 1-500 employees,
what type of training,
support, community and
communication can drive
deeper engagement?
How to improve the
value and usage of
training.
How to improve the
support offerings to
provide greater value.
How customers define a
value-added community.
How the
communications strategy
should be improved.
107 Step 2: Opt-In Engagement
33. VoC Learnings
Relationship Program Value Must Be Obvious and Differentiated
Make it easy Keep it focused Deliver ‘wins’
Must provide easy site Online Resource Make the initial
navigation. Center (ORC) value: interactions engaging
by offering a
Use lay terms and user One stop, convenient
‘quick training.’
friendly (non-tech) key resource for SMB
word searches. customers. Help users by providing
Clearly different from industry, business and
Provide access to technology info.
information and other resources.
business solutions Every facet of the Partner with non-
from every part of user experience Microsoft experts
Relationship Program. must prove this. for valuable content.
108 Step 2: Opt-In Engagement
34. Learnings
Personalize the Experience Per Business Needs,
User Level, Size, Industry and Products
Focus on needs Support Satisfy Different
Needs
Develop from the Alleviate pain by using
user’s perspective, simple terms as self- Target content based on
not Microsoft’s. help key words. start-up, segment,
Highlight common business needs and user
Request user feedback
problems and provide level.
at every touch point.
quick access to Offer ways for three
Use feedback to solutions. different user types
evolve the experience,
Leverage peers for (Learners, Connectors,
provide relevant
additional support. Collaborators) to
content/
engage.
communication.
109 Step 2: Opt-In Engagement
35. Learnings
Tie Training, Support and Community
Into a Differentiating Relationship
Training Support Community
Peer interaction must
As a key benefit, users Alleviate pain by using
be facilitated across a
should be introduced simple terms as self-
variety of demographic
to training early on. help key words.
and business areas.
Follow-up training to Highlight common
problems and Points of interaction:
encourage the next
ORC interaction. provide quick Level of knowledge.
access to solutions. Common problems.
Offer user-defined
categories for Leverage peers for Forums.
easy access. additional support. SMEs/Moderators.
Make training
easy to share.
110 Step 2: Opt-In Engagement
37. Asked 14 questions,
The Value of Opt-In such as:
Name
Email
FUTURE: Apply a progressive profiling strategy, reducing
Primary role in
the need to ask all questions at once. Keep improving the
company (i.e. Sales,
relevance of questions and the value exchange.
Marketing, Finance)
Microsoft software
usage/ownership
Number of employees
Opt-In Value Industry
Relevance
Profile Exchange Primary customer
business need
Customers actively engage expecting Opt-in data will help
What is the biggest
something of equal value in return. achieve greater challenge facing their
relevance, marketing organization today?
efficiency, and
increased lifetime Number of PCs
value. Number of servers
112 Step 2: Opt-In Engagement
38. SMB Relationship Program At-a-Glance
For Customers: For Microsoft:
Personalized
Preferences
service
Customized Click/usage
Relation-
information behavior
ship desk
Ease of use Tier 1 Purchase
intent
Cross-sell
Relevance
Trigger-based opportunities
database e-marketing
Tier 2
Web: Business Resource Center
Newsletter
Tier 3
113 Step 2: Opt-In Engagement
39. Web Resource: Microsoft Business Resource Center Overview
Personalized Experience
Phone #
• Telephone customer service Personalization
unique for
cue
(Tier 1 & 2 only) Tier 1 and 2
• Support
Free online chat tech
support
• Training Communities
recommended,
Software training and Dynamics, Vista
computer-based I’m a volume
license
training is key customer
• Community I own/use
• Library (information) Dynamics,
Office
• Dashboard
Training for
Office
Articles,
tips for me.
OV, APO
114 Step 2: Opt-In Engagement
41. Results
RM
Response RM Volume
Receiving license
Open rates rates very customer
Opt-in rates performing volume revenue
greater positive from those
up to 95% in the license
than 50% customer in the VoC-
double- renewal
digits feedback driven
rate is
8 points program is
higher than 2x greater
non-RM than the
customers control
116 Step 2: Opt-In Engagement
42. Benefits of the Value Exchange
Customer Benefits Microsoft Benefits
Personalized service Opt-in profile information
drives relevance in web site
Customized communication
content and communications
and information
Ability to analyze click and
Ease of use
usage behavior
Relevance
Improved Marketing ROI:
• Cross-sell/upsell
opportunities
117 Step 2: Opt-In Engagement
43. Steven Shapiro
Director, Global Relationship Marketing
Symantec
Norton is the world’s leading provider of Consumer security software and
services, protecting over 135 million users globally. Norton’s core products
include Norton AntiVirus, Norton Internet Security, and Norton 360.
Steven has over 17 years of diverse experience leading e-commerce, web-
Steven Shapiro
based applications, and software-as-a-service solutions for such companies
Director, Global
as Gemstar-TV Guide, UpShot, McAfee, and Symantec.
Relationship
Marketing
Steven has continually championed improvements through tenacity,
Symantec
passion, innovation, and an unrelenting need to understand.
Steven_Shapiro@symantec.com
www.symantec.com
118 Step 2: Opt-In Engagement
44. Case Study
Today ’s Customers Expect
Preference-based, Personalized, and
Relevant Experiences
119 Step 2: Opt-In Engagement
45. Introduction
• Today’s discussion is about:
– The extra dimension of proactive, relevant, and
personalized engagement customers want.
– Customer’s recognition that in order to receive highly
personalized experiences, they need to provide
increasingly detailed information to drive the
personalization.
– How Norton consumers define the Personal Data
Reciprocity of Value Equation.
– Trust as a prerequisite for this level of engagement,
and how customers today define the elements of
trust.
120 Step 2: Opt-In Engagement
63. Joe Leader
Vice President, Strategic Business Development
PossibleNOW
Joe Leader serves as a Ph.D. level expert on leveraging new business
technologies. In 2012, Leader joined PossibleNOW, the top preference
management company in the world with over 80 billion customer preferences
managed on behalf of over 700 enterprise-level companies.
Joe Leader
Vice President, Previously, Joe led marketing efforts at a technology company ranked #2 on the
Strategic Business Inc. 500, growing a new division from zero to $150 million in revenue and later
Solutions selling the division to a multi-billion dollar company. At a Fortune 1000 high-
PossibleNOW tech company, Leader spearheaded worldwide channel marketing bringing a
10-times increase in channel revenue. Most recently, Leader marketed air
travel technology into one of the largest travel distribution networks in the
world creating a $100 million new market.
Leader holds both Bachelor’s and Master’s degrees from Emory University, and
an MBA in technology management, and completes his business Ph.D. this year
with his marketing research focused on accelerating new product adoption.
jleader@possiblenow.com
www.possiblenow.com
138 Step 2: Opt-In Engagement
64. Roadmap to Successful
Preference Marketing
Joe Leader, Ph.D. (ABD)
Vice President of Strategic Business Development
65. Overview
Introduction and Background Preference Marketing is communicating to customers
based on their personal preferences such as product
Roadmap to Preference Mgt interest, communication channel and frequency.
Customer ROI Proof
Multi-Channel Solution
2012:
Preference Center Example Preference
2000: Marketing
Case Study Examples Digital
Marketing
1990:
Takeaways and Next Steps Direct
Marketing
1980:
Broadcast
Marketing
140
66. Background on PossibleNOW
Serving 80 Billion • The #1 preference management company in the United
States with over 80 billion customer preferences
Customer Preferences managed for over 700 enterprise-level companies.
• Manage data accuracy for the U.S. Federal Trade
Setting the Standard Commission for the most popular privacy program in
history. Compliance is our core value proposition.
• The leader in enterprise preference management,
Expertise Across direct marketing compliance, regulatory process
Four Sectors consulting and marketing data services.
Global Compatibility with • PossibleNOW provides global compatibility with all
solutions meaning that legacy systems will work in
Every Platform & System every way desired making the impossible possible now.
67. The Roadmap to Preference Management
● Maintain compliance by managing opt-
outs effectively
– Centralize all preference data
– Maintain compliance reporting and
research capabilities
● Aggressively pursue consumer opt-in
preferences
– Maximize your consumer contacts
– Minimize opt-outs
● Create single view of customer
preferences
Develop a single view of a person, family,
and household preferences
● Make preferences actionable
Provide granular level consumer
preferences
Leverage flexible statusing and
suppression engines
69. Technology to Manage Customer Preferences
● MyPreferences is a SaaS based, multi-channel B2B / B2C preference
management tool built with Privacy by Design allowing management of:
– Privacy preferences
– Marketing preferences
– Account servicing preferences
● Collect data from any consumer data touch points to deliver the right
message at the right time through the right channel
Customers than engage via multiple
channels spend 2x to 3x more!
(IDC Retail Insights, May 2012)
144
70. Example Centralized Preference Center
Login to pull
up your profile
Manage
Opt-outs
Contact
Information
Account
Preferences
Product
Interest Marketing
Area
145
72. Preference Center Solution
Turning Opt-Outs into Opt-Downs
Atomic Opt-Out Customer Centric
Marketing Preference Marketing
Situation
● Fortune 500 B2B and B2C financial
software company experiencing high
percentage of opt-outs
● Marketing universe continues to shrink
Opportunity
● Offer opt-down option
● Maintain a targeted relationship
Solution
● Groups campaigns by product line
● Deployed an opt-down solution with full
ESP integration in four weeks
Results
● 15% of opt-outs converted to opt-downs
147
73. Preference Center Solution
Comply with Mobile Express Consent Requirement
Situation
● FCC TCPA announced Express Consent
Requirement effective 2013
● Impacts large percent of Telco’s
database
Opportunity
● Start collecting express consent now
● Minimize marketing impact
Solution
● Identify wireless numbers in real-time
● Present disclosure and archive consent
Results
● Preserved 45% of households with no
landline
148
74. Customer Preference Center Solution
Launch a Green Initiative
Situation
● Large financial services company wants
to cut mailing costs and preserve the
environment
Opportunity
● Convert paper bills and account
notifications to electronic
Solution
● Deployed an account services preference
center
● Marketed electronic communications
options on web, via emails and US mail
Results
● Saved $1.2 million of mailing expense
● Enhanced customer satisfaction
149
75. Customer Preference Center Solution
Managing Preferences in an Agent Network
Situation
● Insurance company with large agent
network struggled to collect and share
preference data
Opportunity
● Streamline access to preference data and
ensure compliance is maintained
Solution
● Deployed QuickCheck so that agents
could access current preferences and
collect new ones
Results
● Simplified marketing process
● Reduced compliance risk
● Increased sales by more than 20%
150
76. Customer Preference Center Solution
Facebook Monetization
Situation
● Company collects “likes” but can’t
monetize them
Opportunity
● Convert “likes” to targeted leads
● Turn leads into sales
● Upsell current customers
● Share promotional activity with friends
Solution
● Integrated a preference center into
Facebook
Results
● 17% of “likes” convert to preference data
● Targeted campaign produced $1.7 million
in additional sales
151
77. Key Takeaways
Roadmap Initial Steps to Increase ROI via Preferences
• Use marketing research base like VoC to
Build on Strong provide strong foundation. Decide upon key
Foundation preference actions to maximize customer
relationship and tangible ROI results.
Conduct Initial • Conduct an initial analysis of preference
management structure across organization
Implementation and benchmark against your competition.
Analysis Use analysis to finalize approach for ROI.
Go from Pilot • Create a low cost pilot program that builds on
existing technology infrastructure. Aim for 90
Program to Proven days to launch, 90 day proof of concept, and
ROI and Expand achieve more than 10x initial ROI in pilot.
152
Editor's Notes
Thank you for meeting with us todayIntroductionsRecap prior conversationsUnderstand expectations for meeting
Before we jump into the detail we want to take a minute to explain 4 guiding principals that we ascribe to:You have to be able to manage consumer opt-outs effectively and efficiently so that you can stay in compliance with all the government regulations as well as business policy.It’s key to be able to centralize all your preference data to one location and have reporting and research capabilities so that you can comply with the opt out requirements that are out there.We want to actively move our clients from a defensive posture to an offensive one when it comes to collecting consumer opt ins. It’s a big trend these days for companies to want to understand how consumers want to be communicated to and what they want to be communicated about. This is vital for the success of marketing programs today.The third element is to be able to track preferences at a person level. So you can get a single view of a person and the opt ins and opt outs that they have expressed to your company.The fourth element is to be able to take the preference data and act on it. By that we mean suppression and statusing engines so your databases throughout your corporation can reflect the preferences and when your pulling leads or accessing a customer record you can understand that consumers preferences.
You communicate with your customers in a number of waysSome of these are emerging channels like social and mobileOne question that we’re asked by clients is how we manage 80 billion customer preferences when there are only 7 billion people in the world.Let me give an introduction to answer that questionMarketing started out as one way communications with broadcast media such as TV, Radio and printThen marketers moved to targeted direct mail or email marketing to 35-45 year old males with X income. Today, with the recent explosion of social media and mobile devices, we’ve quickly evolved to a multi-channel world.Google ads, email, mail, text messaging and social media. People are feeling bombarded and overwhelmed.We manage 80 billion preferences because every time an individual opts-in or opts-out from a channel, we track it perfectly and make our clients compliant. In developing a profile for each of those individuals with preferences, we can predictively analyize how to most effectively market to each individual.Q: What marketing channels do you use in you campaigns? Q: How is that working for you?
So here’s a look at what that preference centers could look like ENROLLMENT//SUBSCRIPTION “Milk & Toast” All about opt-in!Authenticate through single sign on (SSO)Multiple contact elementsCan manage very granular preferencesTravel example – firmness of pillow, proximity to elevatorHere’s an example of a persistent preference management web interface.Here’s what American Family is doing…they are allowing consumers to indicate specific product interest and then indicate how they want to be contacted. Not everyone wants to receive a phone call, but email or mail is OK. And how often do you want to hear from us. Let me give you an example, I’ll buy something from overstock.com come and then I’ll be bombarded by irrelevant offers like drapes, blouses every day. I’ll opt out. That’s why it’s so important to enrich your marketing dataso that you can deliver targeted and relevant offers through a channel that your consumers will listen to. And that is unique for everyone.If a tree falls in the forest and no ones there to hear it, did it make a noise? No it did not. Likewise, in marketing, advertising is only relevant if someone is listening.An example of how preference marketing was done well is 800flowers. Last year I bought my wife flowers for our anniversary over the phone. This year they called me and “said Mr. Tejeda, we see that your anniversary is 2 weeks away and I wanted to see if you would like us to send Karen flowers again. We have Roses on special this month.” I was delighted. They gave me what I wanted and made it easy for me.Q – If you had this level of preference data, would you be able to leverage it in your marketing campaigns?