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my favourite! It&rsquo;s all in my trolley and I&rsquo;m on my way to the checkout of a well-known supermarket. I hand over my debit card, along with another piece of plastic &ndash; my reward card. This same card is handed over to the cashier as I fill my car at the supermarket&rsquo;s petrol station. </p> <p>Fast forward a few weeks and the supermarket sends me some money-off vouchers for &ndash; wait for it &ndash; salad, poultry and white wine. But it&rsquo;s a bit more than the supermarket knowing I enjoy New Zealand wine.&nbsp; They&rsquo;ve built up a profile of me through the choices I make. No nappies or baby food equals no kids. My choice of newspaper may hint at who I&rsquo;m likely to vote for in an election and what kind of social demographic I fall into. </p><div id="leftcolquotes"><div id="leftcolquotetext"> In business, a company s image is critical to its success. Losing, mislaying or distributing personal data without a customer s consent, could prove catastrophic for business. Afterall, you re unlikely to use a company if you thought it was likely to publish or lose your personal details.  </div></div> <p>Each time I hand my reward card over, I forget they&rsquo;re building up a picture of me. It doesn&rsquo;t bother me too much, as it&rsquo;s my choice to have a reward card. In return for my loyalty to the supermarket, they give me money off their products and let me save airmiles.&nbsp; </p> <p>It&rsquo;s an example of <a href="Experts_article4.html" target="_blank" style="text-decoration:underline;">data mining</a> and it&rsquo;s used by more and more companies across the world. I know my supermarket does it, and it&rsquo;s something I&rsquo;ve bought into. </p> <p><strong>Everyone&rsquo;s a winner?</strong></p> <p>In marketing, <a href="Experts_article4.html" target="_blank" style="text-decoration:underline">data mining&rsquo;s</a> used for quite a few purposes. Amongst other things, it can help companies identify their best prospects and segment their markets to personalise communications between themselves and the customer. It can also increase their cross-selling opportunities. </p> <p>And, of course, it can promote loyalty to a brand. My loyalty to a particular supermarket is rewarded.</p> <p>Duncan Wood, Product Manager for <a href="http://www.sage.co.uk/software_and_services/customers/sage_crm.aspx" target="_blank" style="text-decoration:underline">Sage CRM</a>, says: &ldquo;When it&rsquo;s done properly, <a href="http://www.sage.co.uk/software_and_services/customers/sage_crm.aspx" target="_blank" style="text-decoration:underline">CRM</a> should be a mutually beneficial relationship between consumers and businesses. For that reason, companies really need to respect their customers wishes, for example, how they want to be contacted, whether that&rsquo;s by self-service or another option.&rdquo;</p> <p><strong>Should I be worried?</strong></p> <p>But what happens when our personal information&rsquo;s used without our knowledge? Should we be worried?</p> <p>There are times when this kind of respect Duncan Wood mentioned is not extended to the customer. Our personal information&rsquo;s stored on huge databases and can be sold on to other businesses or organisations. &nbsp;There&rsquo;s also been some recent high-profile cases of sensitive information going missing.</p> <p>Duncan believes how a company deals with such privacy issues says a lot about its integrity. </p> <p>&ldquo;The responsibility for privacy rests with the company that&rsquo;s storing the data. On the other side of the Atlantic, <a href="http://en.wikipedia.org/wiki/Chief_Privacy_Officer" target="_blank" style="text-decoration:underline">Chief Privacy Officer</a> roles are becoming more prevalent, demonstrating how businesses are taking loss of privacy very seriously. We&rsquo;re likely to see more examples of this in the UK too,&rdquo; he explains. </p> <p>&ldquo;In business, a company&rsquo;s image is critical to its success. Losing, mislaying or distributing personal data without a customer&rsquo;s consent, could prove catastrophic for business. Afterall, you&rsquo;re unlikely to use a company if you thought it was likely to publish or lose your personal details.&rdquo;&nbsp;&nbsp; <br /> &nbsp;&nbsp; <br /> But it&rsquo;s not only businesses that are using <a href="Experts_article4.html" target="_blank" style="text-decoration:underline">data mining</a> to get to their customers. <a href="News_article6.html" target="_blank" style="text-decoration:underline">Click here</a> to find out how U.S politicians are using the technique to target the electorate.</p> <p>So it sounds like <a href="Experts_article4.html" target="_blank" style="text-decoration:underline">data mining&rsquo;s</a> here to stay and, as the methods become increasingly sophisticated, there are more issues for both the company and the customer to consider. </p> <p><strong>Duncan Woods, Product Manager, Sage CRM (UK)</strong></p> <div id="leftcol_extraarticletextcontainerright"> <div align="right"><a href="#top">Back to top <img src="images/arrow_up.jpg" alt="arrow up" width="12" height="14" border="0" /></a></div> </div> </div> <div style="clear:both"><!--clear:both--></div> <div id="legal"><div id="colrightlogo"><img src="images/Sage_logo.jpg" alt="Sage Logo" /></div>© Sage (UK) Limited 2009</div> </div> <div style="clear:both"><!--clear:both--></div> <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? 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