Customer-Tracking Technology Can Work Without Being Creepy (Harvard Business Review)

Smart tracking devices are proliferating rapidly. They are already in our theme parks, our homes, and our cars. And they are coming soon to more sophisticated domains, such as health care. Much of the discussion about the Internet of Things has focused on the technology that makes it possible, but the technology is the easiest part. The real work is on the human side of the equation: which parts of the customer experience to change, and which to leave untouched. Organizations need to ask themselves if the ways they use the Internet of Things will strengthen their relationship with their customers or undermine it — and they need to be honest about their answers…