According to ISES Academic Director Assistant Professor Marcus Lee, data may be important but it is more crucial to harness the right kind and to be able to use it in an innovative manner to improve customer satisfaction. Providers could, he suggested, use data to predict demand, especially since people are creatures of habit. He also felt that it was useful to equip consumers with the right kind of data so that they can make informed choices.
Link:
https://www.smu.edu.sg/sites/default/files/smu/news_room/smu_in_the_news/2014/so...