22.1. Why Should You Care?
As we've already discussed, there is general agreement that customer loyalty and satisfaction will be the differentiators between successful companies and unsuccessful ones. You may be one of the many businesses hoping to move customers to the web. After all, it's clearly the most cost-effective way to enable many sales, marketing, and support activities. Speaking at an Internet conference in New York on the topic of whether privacy laws would crush many promising Internet businesses, IBM CEO Lou Gerstner said:
Trust is the most fundamental element of branding, and if we do not act responsibly on this matter, then we run the risk of choking off this entire industry.
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