Consumer Power And Privacy
The changing nature of CRM
Keith Fletcher University of East Anglia
INTRODUCTION
Companies are gathering an increasing amount of personal information from consumer transactions, especially online, and using it to improve sales and service effectiveness. Various commentators have observed that managing this information exchange has become one of the most significant issues confronting business in the information age:
Any business that gathers, stores or disseminates personal information must confront privacy issues in substantive ways, as individuals begin exerting control over what is gathered and how it is used.
(Sullivan 2000)
There is growing concern among...