Your web site should present personalized information and recommendations based on each particular customer. These visits help you learn more about your customers so you can treat them better the next time they visit your site. Tailor your products and services to meet the individual customer's needs. After reviewing 51 sites, the Peppers and Rogers Group selected the 32 best web sites that effectively build 1to1 relationships with customers. Analysts found that there were five key visitor benefits, which they dubbed the top five secrets to competing online profitably.
People do business with companies they trust.
The key to being a best 1to1 web site is to be very explicit about how the user information will and will not be used. Explain your motives for wanting to create a relationship. The best sites are explicit in describing to customers exactly how the customer will benefit through exchanging personal information with the site. I have found that many sites using personalization do not provide enough information and education regarding the benefits that the user will receive. I suggest you don't bury this information within a privacy statement on your customer service page or within another page.