A few companies are already giving data back to their customers, such as Pandora and Waste Management. We should always be looking at the data in our order systems and CRM platform to see how it could strengthen our customer relationships.
I believe that in the future, companies will be entitled to request the data we are collecting. Might as well get ahead of that curve.
Venture Beat: Why smart companies will start giving back data to their users, 2015-Mar-7 by Brent Dykes of Adobe
Just like informed marketers make better decisions, so do informed customers. An automobile maker could monitor driving behaviors and share tips on how you could become a better driver (e.g., you rarely use the sixth gear when you should be, which will conserve x% more gas). A software provider such as Adobe could report on which features a user touches, how it compares to other users, and share how-to videos for those areas that aren’t being used. In both cases, the product user is enlightened and the company benefits from the positive halo effect created by proactive data sharing.