Every company gathers information on customer preferences and buying history in order to improve their long-term customer relationships. Maintaining a customer database requires protecting the confidentiality of the information.
Consider the following scenario:
|Sara is the marketing manager of a small human resource (HR) consultancy firm. She wants to address improving customer relations and understanding and managing consumer behavior.
She would like to implement a process of using a database to assist her company in its marketing efforts. She is also concerned about online privacy versus off-line privacy.
Now, respond to the following:
How would you address Sara’s concern about the level of privacy in an online versus off-line database?