Essay - Customer Satisfaction Reflection and Commentary On: 'Consumers on the Whole...


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Customer Satisfaction

Reflection and Commentary on: "Consumers on the whole receive more benefits than risk from marketers knowing their pers*****al information"

This paper takes an intriguing approach to the issue of marketers knowing personal information about consumer buying habits or hobbies, namely that of a risk management or cost benefit analysis approach to the question. Clearly, there are risks to consumers when ***** know their ***** inf*****mation, but there are also *****s as well. Marketers need consumers, but consumers also need to buy goods. The process ***** ***** and selling is a mutual agreement, something that can be easily forgotten in an age that has grown very hostile *****wards advertising and is very anxious ***** the risks identity theft.

***** the author argues ***** the return on the investment (ROI) of ********** is not equal for consumers. A consumer risks a great deal ***** than ***** marketer in this shar*****g relationship. The marketer only risks that an investment in tracking consumer buying habits, suggestions, or doing marketing research might ***** pay off in dollars, while a consumer risks ***** more substantial thing—his or her privacy. ***** only ********** the ***** sees ***** accrues to the consumer through various *****ms of customer ***** by marketers is that customer complaints ***** dealt with ***** efficiently, which ***** creates a hig***** chance for return traffic ***** ***** than if the ***** were ignored. Identity theft can ruin a customer's credit score, and repairing the damage can cost the consumer time and money.

Interestingly, the author does not discuss a*****her hidden detriment to the consumer regarding time. Anyone who has ever bought anything over the Internet knows the tendency to receive an increase ***** 'spam' or marketing promotions ***** websites that sell similar goods to the ones where ***** original purc*****e was made. Telemarketers who have gotten a consumer's n*****me ***** number often c***** target that consumer at the dinner hour because of the fact ***** he or she unwittingly let a marketer know about a subscription to a local newspaper or ***** existence of a computer in the household. And, ********** the article po*****ts out, this is unfair ***** the company where the good was purchased is making a profit from ***** consumer twice, first ***** the *****ctual transaction, and second by selling and sharing ***** ********** identity and buying habits—with other purvey*****s.

This article makes some excellent points, ***** there are ***** questions as to the broad brushstrokes with which the ***** paints the argument. First of all, it seems like consumers do get some benefit from marketers knowing ********** information besides customer complaints being answered, otherwise consumers would never volunteer their information. Consumers do often volunteer ***** opinions through market *****, for fun, or also because in their own personal cost-benefit analysis, they feel that the chance to w***** a gift card or to get a coupon is ********** sacrificing a bit of information to the marketer. Also, consumers benefit from having goods and ***** tailored to suit their needs. Every

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