Whereas customer preferences and insights are optional and help businesses personalize their customer experiences, organizations must create a consent management strategy to avoid significant fines and to maintain customer trust.

The business benefits of doing so include improved lead generation, re-marketing programs, audience building & profiling, omnichannel marketing, loyalty and customer service.

What makes consent management so complex?

Consent management is more complicated within large organizations. Large companies typically do business in multiple jurisdictions. That means that they are subject to state, federal and international regulations in each of those geographic locations. All these unique regulations must be managed properly over time. Additionally, multiple business units, departments and databases make business rules and interoperability vital to the success of enterprise consent management. When a customer or prospect provides consent to any business unit, that consent must be honored across the organization.