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69 a golden age We understand the importance that customers attach to information about them and are committed to ensuring everything we do is with their permission, understanding and appreciation of the contract involved. The golden age of marketing? Tesco, Kroger, Casino, Macy's, Best Buy, Gruppo Pam and The Home Depot are pioneers in the world of customer data. By balancing a respectful responsibility for their customers' privacy along with a desire to reward them for their data, these companies are forging a new contract with consumers. If other companies follow their lead we could witness a golden age in marketing. An age where every commercial message sent to customers is personal, targeted, and relevant, always offering customers something they want to hear. An era of relevant, targeted communications that banishes irrelevant junk mail for good. An age where there is a dialogue between customers and business, where companies listen to what their customers want and overhaul their organisational structures to incentivise their staff to put customers first. An era of customer- friendly corporate culture, where any business problem can be described in terms of customers as well as revenues. An age where companies intelligently apply their insight in order to create new products and new services that they know would be desired by their customers. An era of ' mass intimacy', where millions of different customers are treated as individuals. An age where companies compensate their loyal customers with relevant financial incentives, rewarding them for sharing their data. An era of responsible customer contracts where loyalty really does pay. A golden age of personalisation. And an age where any customer can have any colour they like, as long as it's any colour they like.

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