Balance personalization with privacy Although personalization is highly prized by consumers, nothing is more important than respecting their privacy. Personalization is built on customer data, but it is essential for that data to be stored securely and used in an ethical, privacy-centered way. Many personalized services can be developed using data that companies already collect from customers – without having to go further than that. For example, transportation companies already know a customer’s origin and destination, reason for travelling, and their personal details. From this, they can make reasonable assumptions about their needs –hotels, for instance, or cars, or excursions. Companies should mine the information they already have as their first step. 13