Customer Information |

Customer Information

Customer Information
Customer Information
Besides company trust and rewards in exchange for personal data, a decision-making tool
for multiple resolutions was also noted as eye-catching for customers. Recent research indicates
that consumers are willing to share their data when they know an enterprise can help them
comprehend and regulate how their information is going to be used (Debra Zahay, 2002). The
customers who contributed realized the value of sharing their data because they believed that it
would bring more value to service delivery in future. When the customers have faith in the
security of their data, they will willingly release accurate information about them to the
enterprise. Consumers may realize various benefits as a result of sharing their data with the
companies or the institutions.
For example, the media industry uses customer data to know what content to offer to the
consumers to make them keep watching the television. For instance, a television channel may
use the consumer data to understand what content to present and to know which content owners
to partner with in content delivery. As a result, the consumer benefits by getting the right media
content that fits his or her needs and preferences. When companies have personal data of the
buyers, they are likely to get accurate feedback through the customer reviews about the products.
With the knowledge about consumer’s opinion about the service or product, the companies will
know how to improve the product to fit the consumer needs. Improving the quality of the product
benefits the customers directly as they can get the right product that fits their needs.
Marketers having personal data of the customers may improve the security of the product
they offer to the consumers. It is straightforward to track a customer’s phone, laptop, and other
communication gadgets if the manufacturers have the details of the customer (Graham Flower,
2005). Customers will benefit here when they have misplaced their devices, or it has been stolen
from them. It will make it easy for the manufactures to track and get the gadget back to the
According to Graham Flower (2005), personal data of the target buyers may help the
companies introduce a new product to the market that suits the buyers. When the producers know
the information about the customers they are targeting, they will bring a new invention to the
market to help the targeted buyer. Customers will benefit here by having a new product that is of
high quality. However, some companies may misuse the consumer personal information wrongly
violating the privacy of the clients. The use of this information may be intentional or may be
unintentional through access by unauthorized people. Unintentional use may be as a result of a
security breach due to lack of sound systems to protect the data of their customers (Graham
Flower, 2005). Thus, unauthorized people can hack into their systems collect the data and use
them for other ill motives. In the case where unauthorized persons access the consumer
information, then the company should take full responsibility in ensuring that the information is
not used in the wrong way that could threaten the security of the clients.
The recent remarks by Donald Trump to allow companies to collect and use consumer
information as they wish should worry the public since it may result in serious cases of breach of
privacy. The collection of as much data as they can may be beneficial to both the consumer and
the company. However, the companies should have the sole responsibility of protecting the data
from any malicious users who might use the data for wrong purposes.
Debra Zahay, A. G. (2002). Are customer information systems worth it?: results from B2B
services. University of Califonia: Marketing Science Institute, 2002.
Graham Flower, P. F. (2005). Customer Information Management. Great Britain: Institute of
Financial Services, School of Finance.

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