This process of putting your customer information to work is called data mining, and it's powering the shift toward personalised customer service across every industry. Forget broad demographics; the name of the game is winning--and keeping--individual customers. You need to know their favourite colours and whether they prefer paper or plastic just as surely as you know what was on their most recent order. Why? So you can read their minds, anticipating what they want and turning them into loyal customers.
Sound complicated? You'll be surprised at how much you already know. But successful data mining means walking the fine line between serving your customers and encroaching on their privacy. We'll show you how to do it right.
