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Harris poll: Consumers expect retailers to know their preferences

March 10, 2008

Advertising Age: A Harris Interactive poll finds that a whopping 95 percent of people believe it is at least somewhat important that companies know "who I am, my buying history, past problems or complaints, preferences and billing record." Some 37 percent said knowledge of personal history is important, and more than a quarter called it very important.

But you can't just know your consumers; you have to love them to keep them. "There's a whole generation of people coming up that will vote with their feet," said Frank Florence, VP-chief marketing officer of Chordiant Software, which commissioned the poll. "They say, 'I expect Bank of America to know me this well. I'm on Facebook, and everyone knows me. They know I like cheese ravioli.'"

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