REPORT: THE DARK SIDE OF CUSTOMER ANALYTICS
This case is about an insurance company that has a dark side in their organizational culture and manage their customer’s data in an irresponsible way in order to succeed.
PROFESSOR JORGE ANDRÉS ALVARADO
UNIVERSIDAD DE LA SABANA
MARKETING INFORMATION SYSTEMS
1. How can these companies handle the customer data responsibly? Source: http://www.webdesignbognorregis.
The use of data has taken an important place in the business life and in the recent years has become in one of the biggest competitive advantage. Who doesn’t want to have a successful business? Everybody wants, but what are you doing to have it? Are you making good decisions?. “The dark side of customer analytics” by Thomas H. Davenport and Jeanne G. Harris, show us an insurance firm called IFA that bought loyalty card data from a grocery chain but IFA had a dark side in their organizational culture that accepted unethical strategies in order to succeed. The irresponsible use of data is not a mechanism to: achieve goals, have better relationships with our customers, competitive advantage or others factors that we consider vital to the growth of the company, opposite, what the case teaches us is a lesson of life that if we have an ethical perform, managing responsible our customers data, we can maximize it and that will allow us to have strong relationships with them, creating value and also we will be able to make a difference in the market that will generate competitive advantages. First of all, we believe that manage customer data in a responsible way requires an organizational culture strongly established with an ethic politics. If we don’t have a clear culture, each of the company members is going to have their own standards, habits and values that will create a huge hurdle in the data life cycle because we wouldn’t know how can be handle the information of our customers among...
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