
Connecting with Customers and Suppliers ◾ 285
e same applies to repurchase frequency: people don’t have many weddings, but they
may have other events that could use the same providers. ey may just stay at a motel in
Hawai’i once, but at motels in general oen. ere are more opportunities to use customer
data than it rst appears!
Where you t in: Technical factors determine what you can do. The businessperson must ask:
what should you do? What customer data to collect, what to do with it, how to use it to improve
protability—that’s where businesspeople such as yourself come in.
CONNECTING THROUGH SOCIAL NETWORKS
As you read in Chapter 7 ...