Understanding how to serve your customers is easy when they’re standing right in front of you. Not all businesses today have ... that luxury. In an online world, you can’t ask every customer what they’re looking for. In fact, you can’t even see who your customers are. That’s why so many businesses collect and use personal data. It helps them figure out who’s who and provide a service that’s tailormade. But it comes at a cost—privacy, security, and most important of all, customer trust. read more