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The Transparency Imperative: Moving Beyond the Suggestion Box
Posted By Robert Gorell On July 24, 2006 @ 3:23 am In Articles,B2B,B2C,Branding and Advertising Rants,Email Marketing,GrokDotCom Newsletter,Marketing 2.0 / Web 2.0,Marketing Rants,Online Persuasion,Planning Methodology,Public Relations,Relevance,Social Media,Transparency,Volume 136,Word of Mouth | 1 Comment
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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