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Ebook Managing customer relationships - A strategic framework (2nd edition): Part 2

(BQ) Part 2 book "Managing customer relationships - A strategic framework" has contents: Privacy and customer feedback, using customer analytics to build the success of the customer strategy enterprise, where do we go from here,.and other contents. | P1: OTA/XYZ P2: ABC c09 JWBT383-Peppers November 25, 2010 8:6 Printer Name: Courier/Westford CHAPTER 9 Privacy and Customer Feedback Being good is good business. —Anita Roddick Getting customer information is easy. You can buy it from the government, from list brokers, from competitors even. But getting customer information from customers is not easy, as we’ve seen in the last two chapters. Yet it’s absolutely necessary, because the only real competitive advantage an enterprise can have derives from the information it gathers from a customer, which enables it to do something for him that no one else can. Competitors without a customer’s personal information are at a disadvantage. That is the one compelling reason an enterprise must interact with its customers and reward them for revealing their personal information. It is also the main reason why an enterprise should never misuse the information it owns about a customer or violate a customer’s trust—because a customer is the most valuable asset the firm has, and the ability to get a customer to share information depends so much on the comfort level a customer has with giving that information to an enterprise. I nterestingly, for the first time since we all became aware of privacy as an issue, enterprises and customers share a common interest: protecting and securing the customer’s information. At least that’s true of customers who are thinking about the implications of their far-flung data and of enterprises that are building their value through strategies designed to build the value of the customer base. In this chapter, we first look at some general privacy issues and how they are being addressed. We next examine the distinct issues raised by data held and exchanged online. Every day, millions of people provide personally identifiable information about themselves to data collection experts. As a result, an average U.S. consumer is buffeted by thousands of marketing messages every day1 —far too many to hit .