CRM means embracing consumer preferences, not resisting them.

There was a time when companies presented their choices to customers and then customers chose. That convenient equation has been disproven. Today consumers expect companies to react to their preferences and gladly punish those that don't. These expectations include the when, the how, and the what of marketing communications and offers. Ignore customer preferences and you'll pay. At one end, you'll have customers sever all ties because you haven't listened to what they've asked. In the middle, you'll be eviscerated on social networks and by word of mouth. At the other end, you'll be financially punished by regulators for violating the terms of contact governance. Not listening is not worth it.

Four ways to pay attention:

• Listen to your customers and respond with relevance
• Gather direct consumer intelligence, not just implied or surveyed
• Build trust by allowing consumers to feel in control
• Stay on top of impending regulatory requirements

Customers tell companies what they want. Listening is good business.