Some of us now take for granted how organisations use customer generated data to design their interactions with them. This is not the place to describe them - preaching to the converted.
However what you may be interested in knowing is that similar techniques are starting to be applied more commonly within the workplace, to drive a businesses interactions with staff. Much like the 'quantified self' where people are generating personal data to understand themselves more, organisations are now doing this in ways that were previously not possible.
The attached link provides a really good synopsis of what is happening in this relatively new and fluid arena - lots of disruptive innovation.