Having someone's trust is like holding water cupped in your hands. Open your fingers, even for a second, and you can never hope to get it back. Lately, the public outcry about the behavior of marketers who have been insensitive to their customers' concerns about privacy has gotten louder. Unfortunately, neither misperception nor misunderstanding on the part of the public is to blame for this outrage.
Companies often are their own worst enemies, as some firms have lately discovered.
Many firms have forfeited the trust their customers had bestowed upon them. However, companies can also be their own best friends. A host of firms are taking the initiative to protect the privacy of their customers and are hoping that such consideration will yield bottom- line bonuses in the future. We have very high standards, making sure we have customer consent when we use their information. To make sure customers know that Dell is taking their privacy concerns seriously, Hilton is charged with stepping up awareness through the new campaign, set to begin this fall.