Oct 10, 2018
Lots of businesses ask for data, eg an email address and then use it to send a 'feedback' survey.
You could use it for much more than that. That email address would allow you to find me on social media, or to check if I'd ever engaged with your business before.
And that information could be really useful in terms of making me feel special and delivering outstanding customer service.
Systems and processes are good but they have to allow for initiative, they rely on people always doing the right thing at your end and sometimes, customers won't behave in the way you expect.