We’ve now looked at things from IT and marketer perspectives, so let’s finish with the customer herself. A study of 24,000 consumers in 12 countries from customer intelligence expert Verint found that 80% of customers want personalized service while 89% want to know how securely their personal information is kept and 86% want to know if it will be passed on to third parties. There’s no conflict between using customer data and keeping it secure, although there might be one between using it and sharing it intentionally. Asking customers for permission is always a good idea even though in practice few consumers will pay attention to the details. Or you could just ask Congress to pass a law saying you can do anything with customer data you darn well please.