Northeast Utilities (Hartford, CT) has its meter readers gather information about services needed on its customers’

homes, such as a driveway or fence requiring repairs. It sells the data to companies that would stand to gain from the information. Customers are then solicited via direct mail, telemarketing, and so on for the services that the meter readers record as being needed.

While some customers welcome this approach, others consider it an annoyance because they are not interested in the particular repairs. Assess the value of the company’s IT initiative against the potential negative effects of adverse public reaction.