The consent challenge: How to win cross-channel consent without damaging the customer experience?
Many organizations are adopting a cross-channel approach to marketing, but the challenge of consent can be a stumbling block. Here, we explore how to gain cross-channel consent without damaging the customer experience.
Organizations of all sizes are adopting a cross-channel approach to marketing, as this allows them to reach more potential customers through more channels. However, the challenge of consent can be an obstacle.
In the past, it was easier to secure customer consent, as it was generally only requested on a single channel. For example, if a company wanted to send promotional emails to a customer, it only needed to obtain their consent to do so.
But in a cross-channel environment, organizations must obtain consent from customers to contact them across multiple channels. This can be difficult, as customers may not be willing to give consent for all channels. In addition, asking for customer consent can damage the customer experience.
For example, if a customer is browsing a Web site and is asked to subscribe to an e-newsletter before being able to access the information they want, they are likely to be frustrated.
For these reasons, it is important to strike a balance between gaining customers' consent and not harming their experience.
Here are some ways to do it:
Make it easy for customers to subscribe to your e-newsletter.
Include a subscription form on your website and in every email you send. You can also offer the option to subscribe through social networks.
Don't require consent for all channels. Think about which channels are most important to your business and focus your efforts on obtaining customer consent for these channels.
3. Don't be too invasive when asking for consent. For example, instead of asking for consent for all contact channels at the same time, you can start by asking for consent for email and then offer the option to subscribe to other channels.
4. Make sure clients understand why they are being asked for consent. Explain clearly why you need consent and how clients will benefit from giving it.
5. Make it easy for customers to change or cancel their subscription. Include cancellation and change options in all emails and subscription forms. Also make sure you have an easy way to contact your team if customers have questions or need help.
