As surveillance technology advances and becomes expensive and less intrusive and more data abundant, brands accumulate vast quantities of customer data to be able to gain customer insights to stay competitive. Brands conduct customer surveillance frequently without considering the effects on customer relationships. Due to customer surveillance activities, customers turn to customer secrecy strategies that conceal or disguise their data and might also experience privacy intrusions.
To reduce this response, we plan a group of surveillance prompts to structure market intelligence databases to improve the efficiency of, and thereby decrease the number of, customer surveillance tasks while the potential worth of consumer insights as well as raising data integrity.
By sharing the requirements for brands to accumulate business and market intelligence, and further substantiating five different types of customer data resources, we lay the basis for opting potential customer data resources that are most suitable to a brand's customer insight requirements. We conclude using a discussion of two important considerations of a brand's customer surveillance strategy.
PUBLICATION DATE: November 15, 2015 PRODUCT #: BH705-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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