Consumers to providers: Do you know who I am? Poll finds that customer service and recognition trump privacy, pricing.(News)

Advertising Age, March, 2008 by Bulik, Beth Snyder

Byline: BETH SNYDER BULIK

Privacy concerns? Not so much.

A Harris Interactive poll finds that a whopping 95% of people believe it is at least somewhat important that companies know "who I am, my buying history, past problems or complaints, preferences and billing record.'' Some 37% said knowledge of personal history is important, and more than a quarter-27%-called it "very important.''

But you can't just know your consumers; you have to love them to keep them. "There's a whole generation of people coming up that will vote with their feet,'' said Frank Florence, VP-chief marketing officer of Chordiant Software, which commissioned the poll. "They say, `I expect Bank of America to know me this well. I'm on Facebook, and everyone knows me. They...

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