Chapter 9 - Chapter 9 Overview Chapter nine tackles the...

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Chapter 9 Overview Chapter nine tackles the issue of customer privacy. Every business wants to create a trusting relationship with their customers and in order to do this they need to gain personal information from them. This comes with great responsibility and the enterprise needs to protect it. As the chapter describes it, having this customer information is a valuable asset and customers that have built trust with the enterprise, will provide it freely. However, “customers who feel like they could lose control over their own information are not likely to participate in any dialogue.” Privacy is part of an ongoing ecosystem that isn’t going away. We simply need to respect the customer rights to their data and the enterprise’s commitment to protect it. Topic of Interest 1 One topic of interest for me in this chapter was the concept of Permission Marketing explained by Seth Godin. Seth describes the concept of time and attention and how permission marketing is essential to a better relationship with customers. People are looking
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  • Fall '14
  • Marketing, Customers, permission marketing, Seth Godin

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Christopher Reinemann
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