CUSTOMER INFORMATION 2
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,