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some companies are doing what they can to win back customer business. But sometimes the efforts go unnoticed or fail to address any lingering customer concerns.Information is the life and blood of the marketing and customer analytics process which remove crucial data out of the huge dara to discover measures to improve consumer loyalty, increment sales and provide input for strategic decision making procedures.

Data breach may wreak havoc to the organization, but could be avoided by emoploying state of the art security system, and necessary policies in the place. In 2007,TJX disclosed that 45.7 million customer accounts were compromised, which was considered tobe the largest data breach of all time. But that breach is likely to be surpassed by the recently reported breach at Heartland Payment Systems with a breach that encompasses a reportedly 100 million payment card transactions per month for 175,000 merchants. The company says this data didn't contain merchant data or cardholder Social Security numbers, unencrypted personal identification numbers (PIN), addresses or phone numbers, which made it unlikely that the data can be used for identity theft.

But the company's efforts fell short of getting the message out to all of the affected customers.Mike Romano,executive vice president and co-founder of SmartReply, a voice and mobile marketing solutions provider based in Irvine,Calif.,along with his wife,had his credit cards canceled as a result of the breach. He first heard about the sale nearly a week later.

Whether online or offline, consumers and businesses need to take advantage of available precautions to protect identities, says Drolet and others.While the TJX customer appreciation sale provided some benefits for customers, it didn't address the data breach itself.People can protect themselves against

transactional fraud by inspecting monthly statements to make sure all charges

are accurate, Fischer says. Card issuers will not hold consumers liable for fraudulent charges, he adds. But even though card issuers won't charge customers for transactions deemed to be fraudulent, consumers indirectly pay for this fraud through higher fees and rates, according to Drolet.