It’s vital for companies to use the resources at their disposal, including data and data-driven experiments, to make themselves better, faster, and smarter at making decisions and serving their customers. That includes testing to make products better, make customer experiences smoother, make messaging more relevant, make operations more efficient, and so on. It covers a lot.
But what businesses should not do is take extraordinary license with the permissions customers give them through their interactions with them.
Read the rest at the link: