Opt-Out: to have and to hold from this day forward

Tracy Borreson

Tracy Borreson,
May 01, 2020

We talk a lot about opt-ins at SPLICE; collecting consent to communicate with your customers in their channel of preference. And while this is still the most empowering conversation when it comes to consent, the importance of having a system that responsibly manages your opt-OUTS is also critical. 

Think about all the systems you use to communicate with your customers. Each of those channels has a way to unsubscribe. Each of your distribution systems, whether it's an email service provider, text aggregator, or an outbound IVR hold opt-outs for their given channel. How easy is it for you to take a look at your customers cross-channel for your ENTIRE brand? How sure are you that each channel and provider knows the current state of your customers opt-in and opt-out?

A lot of people never really think about it until they're knee deep in a lawsuit.

Let's see how easy it is to fix this problem...

Connect all the data sources

Yup. That's it. That's the answer. Connect all your data sources. So, what's the easiest way to do that?

The power of an API

API stands for Application Programming Interface. And if, like me, you're not a techie, what it really means is an interface that allows two data systems to talk to each other without human interaction. 

Without an API, this is what a cross-channel interaction looks like:

  1. Your customer opts out of your email program.
  2. Your email service provider holds that information so no more email goes to that person.
  3. That person doesn't get their next First Notice of Loss because it only comes via email.
  4. The claims process is longer and more expensive because communications weren't received.

Or worse:

  1. Your customer opts out of your text loyalty program.
  2. Your text aggregator holds that information so no more text messages go to that person.
  3. You use a different provider to send a text message to that customer.
  4. That customer sues you for not honoring their opt-out. 

But with an API, things can look much better in both scenarios.

  1. Your customer opts out of your email program.
  2. Your email service provider holds that information so no more email goes to that person.
  3. An API pulls that information into a central repository.
  4. Data Insights tell you that this policyholder needs their First Notice of Loss in another channel.
  5. That person receives their First Notice of Loss.
  6. The claims process is shorter and less costly because communications were received.

Even better:

  1. Your customer opts out of your text loyalty program.
  2. Your text aggregator holds that information so no more text messages go to that person.
  3. An API pulls that information into a central repository. 
  4. Your second provider pings the API and removes the text message for that customer.
  5. That customer has their opt-out honored. 

Boom. Easy. And no dependency on a human.

How can I find this magic API?

Tech Partners, like SPLICE Software are here to help. We've worked with a variety of businesses across industries to implement these simple data transfers; so you can stay safe and compliant. 

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About the Author

Tracy Borreson

Tracy Borreson

Tracy has been a member of the SPLICE Team since 2012, with roles in both Client Success and Marketing. As VP of Marketing, she leads the team's demand generation, branding, and communications efforts. Tracy holds a Bachelor of Commerce in Marketing from the University of Alberta and a Relationship Selling designation from Dale Carnegie. Prior to SPLICE, Tracy perfected her marketing expertise through senior level Project Management and Marketing positions at Kirk Marketing, Honeycomb Direct Mail, The Brick and CFCW. Her contributions also extend to the community, including past roles as Vice President of Marketing at the Credit Institute of Canada, Calgary Chapter. She is also a proud mother of a rambunctious, red-headed little boy.

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