Companies can take great advantage of the user-generated data they gather on customers to develop new products and services. But remember: the data show what customers do, not necessarily why they do it. For instance, a physician might consider a reminder to take and refill medications a nice service. Patients might find it creepy and intrusive. Interactions with customers should be thoroughly evaluated beforehand, and resist using customer data in a cookie-cutter approach because consumers’ habits change so frequently.