Download Preference Management Problem Statement

Business Case: Communication Preference Management
To achieve the goals of the Lifetime Communication initiative, the need for an
enterprise communication preference management solution has become apparent.
Such a solution will benefit our constituents as well as communication managers
within the institution, and will help Indiana University achieve its goals and to
present a consistent message.
For our constituents, a preference management solution will provide the following
benefits:
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The reduction of “contact fatigue” due to over-communication
The respecting of constituents’ preferences (media, frequency, topics, etc.)
Presently, in many cases when a constituent believes she has unsubscribed from an
electronic communication, it is unclear what exactly she has unsubscribed from.
Furthermore, there is no universal way for a constituent to indicate what interests
she has and what other types of communications she may wish to receive. If a
constituent would prefer phone calls or paper mailings in lieu of email message,
there is no university-wide mechanism for recording this preference. While some
individual departments or schools may have partial solutions in place to deal with
these scenarios, this data is not shared across the institution.
In addition to providing the means to collect and store constituents’ preferences, a
complete solution must also give communication managers the tools to reliably
honor these preferences and other communication policies that may apply.
For communication managers, the solution will help achieve the following:
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The harmonization of existing contact rules and codes from different
departments/schools/systems
The automatic enforcement of contact rules—including rules of engagement
for certain populations—based on the intended audience and attributes of
Campaigns
The automatic application of constituent preferences (media to be leveraged,
frequency, topic, etc.)
The full solution would consist of four components:
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A constituent-facing self-service interface for managing communication
preferences and providing/updating profile data, to be developed by Indiana
University and shared with Campus Management
An interface for communication managers to record appropriate metadata
when creating communications
The automatic creation of Campaign workflows, filters, business rules, and
other components as necessary to enforce university policies and to honor
constituent preferences
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The systematic enforcement of no-contact rules in all relevant modules of the
CRM, including but not limited to Interactions, Events, etc.
A recommendation engine is an item for future consideration.
The needs outlined above are not unique to Indiana University and would no doubt
benefit many other organizations that use Talisma CRM.