Transparency in services by engaging the consumer in

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transparency in services by engaging the consumer in one-on-one communication with the customer care. This is an improved technique of digital communication that is prone to keep the consumer engaged with a company’s products and services. In addition, the word-of-mouth applies in situations where certain customers do not feel like reading customer reviews online. In this case, such customers acquire information from their peers. Peers are known to influence each other and this matters greatly for brands. For example, if a friend reaches out to another to explain the terrible experience with a product, chances are that the recipient of the information may also reduce his or her trust to the stated company. Therefore, an organization needs to improve the transparency of its services creating an excellent perception in the eyes of the consumers. Furthermore, a company can use social media and the internet to provide transparency in services by setting the record straight. Sometimes a company may face criticism due to rumors or
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Surname 4 misinformation. In such a scenario, it is important for the company to try and dispel the rumors itself by highlighting the relevance and importance of its brand. A good example where a company set the record straight as a way of providing transparency was McDonald’s Canada case. It implemented a campaign to rid rumors by allowing customers to ask them any question which they provided instant answers through platforms such as video footage (). Providing the answers directly is an effective way of facing a problem instead of using third parties. The art of giving consumers an opportunity to ask questions with no barriers sets the expectation that they will receive genuine answers. Such a concept is set to encourage them to continue their support of the company and its products. Apart from that, a company can take advantage of social media and the internet to improve transparency by making it personal. With the advancement in technology, companies should take advantage of this feature by showing who they are and what they value. Showing a customer some of the brands through posting photos in the internet boosts attraction. Customers are likely to purchase a product if they feel it first through personalized peace of information. A business can improve transparency by providing company details. It is good for a business to open up to clients and prospective clients with some details about how a business got started, number of employees and annual revenue. The more the information is given about a product the more customers are likely to trust a brand in their everyday lives.
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  • Spring '16
  • Science, History of the Internet

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