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customer profi le

  that details each 

customer’s product interest, demographics or role in the buying decision. This will affect the 

type of information and services delivered at the retention stage. For the customer to give 

this information a company will have to offer an incentive, establish trust and demonstrate 

credibility. Data protection and privacy law sets constraints on what can be collected from 

the  customer  (as  described  in   Chapter   4   .  p.  141 ).   

 Peppers and Rogers (1999) were amongst the first commentators to explain how to use 

technology to build a  one-to-one  relationship. They suggested the IDIC approach as a frame-

work for using the web effectively to form and build relationships: