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FutureNow Article
Monday, Jul. 24, 2006

The Transparency Imperative: Moving Beyond the Suggestion Box

By Robert Gorell
July 24th, 2006

Your business can use transparency to its advantage, turning ordinary customers into tireless advocates for your brand

Do you ever get annoyed when a business’s online communications are as poor, if not worse, than their offline customer service? One of the most sacred promises of the Internet is that we have the power to chat with total strangers, regardless of how fragmented the information or disproportionately strong the opinion, to piece together the bigger picture about a given experience anytime, anywhere. Access to third-party information is always a good thing for any current or would-be customer; it’s the quickest way of saving ourselves the time, money, and opportunity cost of a bad decision. Besides, most customers take information from peers with a grain of salt. So why should business be afraid of online transparency?

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  1. [...] Product Reviews 27) Do you use Product Reviews? 28) Do you provide more than just a simple score? Try a more multidimensional scoring system (i.e., quality, support and setup scores). 29) Are there positive and negative reviews, transparency is important? [...]

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