How can businesses ensure that their use of technology to track customer behaviors enhances the overall customer experience, rather than detracts from it?

Businesses can ensure that their use of technology enhances the overall customer experience by focusing on transparency and consent. They should clearly communicate to customers how their data is being collected and used, and give them the option to opt out if they choose. Additionally, businesses should prioritize data security and privacy to build trust with customers. Finally, they should use the data collected to personalize and improve the customer experience, rather than bombard customers with irrelevant or intrusive marketing messages.