Companies need a wealth of personal data in order to address customers in a targeted manner. Utilizing IT enables them to directly address customers in order to increase sabs by improving customer retention. The use of personal data becomes probtematic when customers decline the use of their data, if companies ignore their customers' privacy preferences, their chances of retaining mem with targeted offers decline. In this paper, we fest identify opportunities and drcrwbacb of individualization measures from a customer's perspective based on the findings of a qualitative survey. The results of a quantitative survey illustrate how people's general attitude toward personal data transmission determines their perception of personalization measures.