1. Transforming Your
Customer Experience:
Learn the 4 Essential
Requirements
Part 2 of 4
©2012 Ernan Roman Direct Marketing

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

18. 93 Step 2: Opt-In Engagement

19. Complex Privacy Settings
94 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

36. Launched the Microsoft Business Resource Center
111 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

40. Customized Communications
Customized communications
based on opt-in data
• Welcome e-mail
• Monthly personalized e-newsletter
• Ongoing e-mails
115 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

46. Delivering customer centric engagements
Two-way and
marketing performance and customer value
cross-channel
Integrated data,
channels and
technology
Conversational
Target customer
groups and
personalise
“Spray & Data-Driven
Pray”
Segmented
Broadcast
sophistication in capabilities Source: CACI, 2012
© 2012, No reproduction, reuse, or distribution without the explicit 121 Step 2: Opt-In Engagement
written consent from Symantec

47. What is the value of permission?
Over 40% of respondents said they want to be
rewarded for sharing their personal data
© 2012, No reproduction, reuse, or distribution without the explicit Source: Aimia Survey, 10/05/2011
written consent from Symantec 12
2
122 Step 2: Opt-In Engagement

48. It’s no longer “nice to have”
 Customers expect that you
will obtain permission
before you use their
information.
 This expectation is amplified
if they are paying for the
product or service.
 We tend to think that we
have the answers and
customers naturally want to
hear what we have to say…
 Are we really listening…or
just talking?
© 2012, No reproduction, reuse, or distribution without the explicit
written consent from Symantec
123 Step 2: Opt-In Engagement

49. About Norton
 Significant number of customer touch points
 135+ million active users
 Norton protects the
Stuff that matters to  #1 consumer online backup provider
consumers, across all  $2+ Billion in annual revenue
aspects of their
 Shipping on 60%+ of Windows-based consumer
digital lives.
PCs
 Norton provides a
range of security
solutions including
technologies for PCs
and mobile devices,
live tech support
services and online
backup.
© 2012, No reproduction, reuse, or distribution without the explicit
written consent from Symantec
124 Step 2: Opt-In Engagement

50. How do you get customers to opt in?
You can’t ask a
customer “do you want
to receive more
emails?”
And, given that Norton
is a provider of pop-up
and spam prevention,
we can’t annoy, at any
cost.
Can you?
We need to listen to the customer to determine requirements.
© 2012, No reproduction, reuse, or distribution without the explicit
written consent from Symantec 12
5
125 Step 2: Opt-In Engagement

51. Introducing reciprocity of value
What is the Reciprocity of Value Equation?
Recognition by consumers that in order to receive or access
increasingly relevant info, they must share increasing amounts of
information regarding their preferences.
If they trust the marketer and see a useful value proposition,
consumers will opt-in to sharing increasingly detailed personal
preference information in exchange for the marketer’s promise to
deliver relevant information and offers.
As a result of these interactions, consumers are more likely to open,
engage with, and respond to, communications and offers.
Source: Voice of the Customer Marketing,
Ernan Roman
© 2012, No reproduction, reuse, or distribution without the explicit
written consent from Symantec
126 Step 2: Opt-In Engagement

52. Listening powered by customer signals
Outbound Inbound
• E-Mail • Support (calls, web, chat)
Communications
• Desktop Messaging • eCommerce
• In Product Messaging • Websites
• Upsells / Cross-sells • Information / Notifications
Communications
Strategies • Delight • Advisory
• Education • Transactional
• Analytics • Behavioral inferred preferences
Customer Signals • Customer volunteered • Triggers
preferences
© 2012, No reproduction, reuse, or distribution without the explicit 12
written consent from Symantec
7
127 Step 2: Opt-In Engagement

53. VoC Research
 Norton approach:
 2 Phases
 Engage in one-on-one in-depth interviews to dive into details
 Run quantitative surveys to identify and fine tune statistical significance
 Phase 1:
 In-depth qualitative interviews
across segments, (80
interviews)
 Phase 2:
 Quantitative customer surveys
(1-2K) across segments
© 2012, No reproduction, reuse, or distribution without the explicit
written consent from Symantec
128 Step 2: Opt-In Engagement

54. Phase 1 VoC Research Summary
Methodology Objectives
• How different customer segments define deeper
• 80 in-depth hour-long interviews across key relationships
segments, purchase channel, and product value
(NAV vs. NIS /N360) • Expectations and requirements to drive willingness
to Opt-In
• Gain customer-driven understanding of customer
experience that will be perceived as personal and • Self-profile preferences based on expectations of
relevant increasingly relevant communications and offers.
• Will follow with quantitative survey • Customer receptiveness to proactive personalized
outreaches
Retail Online
Product value: Low Med-Hi Low Med-Hi Total
Group 1: Constantly Connected 5 5 5 5 20
Group 2: Secure and Loyal 5 5 5 5 20
Group 3: Tech DIY 3 8 2 7 20
Group 4: Hand Holders 5 5 5 5 20
Total 18 23 17 22 80
© 2012, No reproduction, reuse, or distribution without the explicit
written consent from Symantec
129 Step 2: Opt-In Engagement

55. VoC Findings
© 2012, No reproduction, reuse, or distribution without the explicit
written consent from Symantec
130 Step 2: Opt-In Engagement

56. A reinforcing cycle built on trust
 Trust is the foundation and basis for obtaining deeper engagement with customers.
 Trust opens customer to Reciprocity of Value: a meaningful exchange
of value.
 For pertinent value, customers are motivated to
provide opt-in and a wide range of Preferences
for receipt and suppression of information.
 These preferences enable Personalization
that delivers the targeted and relevant
communications customers requested.
 The improved Customer Experience reinforces
trust which enhances trust.
 Which will motivate them to provide additional
information, thereby engaging them in a deeper level of
Reciprocity . . . and the cycle continues.
© 2012, No reproduction, reuse, or distribution without the explicit
written consent from Symantec
131 Step 2: Opt-In Engagement

57. Trust
 Research identified four
dimensions of trust that
build upon each other.
 Key areas to build trust:
 Alleviate privacy concerns by
explaining the reasons
behind data requests.
 Multiple assurances of the
privacy of their data and
Symantec’s commitment to
keeping their information
safe.
 Receiving only the
information they are
interested in, based on their
specified preferences.
© 2012, No reproduction, reuse, or distribution without the explicit
written consent from Symantec
132 Step 2: Opt-In Engagement

58. Preferences
Technology level preference
In addition to Casual user Average user
Above-average
Expert user
user
“standard
preference” Product purchased
settings, 360
Internet
AntiVirus
Norton Mobile
Anti-Theft Back-up Ghost
Security Utilities Security
customers had
had remarkably Content preferences
specific Tips
Security-
related
New
product
Product
offers/
Partner
offers/
E-news-
Virus/
security
Birthday
preferences… topics trials discounts discounts
letter
alerts
message
Communication preferences
Desktop
Email Texts Online chat Skype Social Media
messaging
Frequency preferences
When
Daily Weekly Monthly Quarterly Annually
appropriate
© 2012, No reproduction, reuse, or distribution
without the explicit written consent from Symantec
133 Step 2: Opt-In Engagement

59. Other findings
• Business realities must be
considered – even when the
data clearly goes against
commercial requirements.
• Must be creative to obtain
goals.
• Sometimes, the right thing
to do is not possible
immediately.
• Use a phased approach
• Acknowledge that change is
hard.
© 2012, No reproduction, reuse, or distribution without the explicit
written consent from Symantec
134 Step 2: Opt-In Engagement

60. An integral part of the broader journey
 The learning from the
VoC is a key component Customer
to move away from Signals
transactional Reciprocity of
communications. Infrastructure
Value
(acquiring
 Combined with opt-in)
infrastructure and
customer signals (the Relevant,
triangle), we expect to Personalized
Engagements
deliver on our goals:
 Collect preferences and
permissions
 Deploy true personalized
communications.
13
5
© 2012, No reproduction, reuse, or distribution without the explicit 135
written consent from Symantec

61. Parting thoughts
• The three “pillars” are
integral to delivering
customer expectations
Privacy
– Must be done together to
achieve trust.
• Must change thinking
– From “how does this Personalization
benefit us?” to “how does
this benefit the customer?”
Preferences
© 2012, No reproduction, reuse, or distribution without the explicit 13
6
written consent from Symantec
136 Step 2: Opt-In Engagement

62. 4 Actions…
 Customer insights are a privilege, not a right.
 Trust is easily lost, but hard to gain, especially when
dealing with personal information and relationships.
 Don’t ruin the hard fought gains for short-term
bookings.
 Remember that customer delight results in
customer loyalty, advocacy, and bookings.
© 2012, No reproduction, reuse, or distribution without the explicit 13
7
written consent from Symantec
137 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

68. The Customer Preference ROI Results
Demonstrated by Forrester Research
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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)
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70. Example Centralized Preference Center
Login to pull
up your profile
Manage
Opt-outs
Contact
Information
Account
Preferences
Product
Interest Marketing
Area
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71. Collect Preferences From Any Consumer Touch Points
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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
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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
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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
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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%
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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
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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.
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