It is axiomatic that in order to best serve your customers, you have to “know” them. In other words, you need to understand your customers’ expectations and needs as comprehensively as possible in order to give them the products and services that they want. But how comfortable are your customers with sharing their information?

According to an eConsultancy/IBM study of adults in the U.S., most are comfortable with companies using their product interests (80%) and history with the company (79%) in order to provide better service. On the other hand, far fewer are comfortable with organizations knowing their location (38%) or personally identifiable information (37%).