UtiLitics – Enterprise Preference Management in SAP CR&B

In an era, when technology is transforming the way people lead their lives, it’s increasingly becoming important for companies to use state of the art technology to communicate with the customer. Effective communication can be a competitive differentiator for most companies. In order for effective communication to occur, it’s imperative for companies to honor enterprise preferences with regard to the content, mode/channel, and timing of communication. However, companies are facing challenges in implementing enterprise preference management solutions due to perceived loss of control to customers, and disparate legacy systems.

Forrester Research[1] defines Enterprise Preference Management as

“The business practice of systematically collecting, managing, and utilizing explicit customer preferences — about frequency, channel, content, interests, and intent — in outbound communications. These preferences are managed in a centralized repository and collected in a user-facing portal known as a preference center.”

Effective communication can be a competitive differentiator for most companies. Honoring enterprisepreferences in communicating the information they need and how and when they want to receive it canmake you stand out from the rest.

[1] Forrester Research Report “Implement Preference Management to build Customer Trust”, October 20, 2015