 OUR TAKE -
Transparency in Context
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Paul Valery
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Last week, I talked about taking care of your transparency business before it becomes an issue lest you blow your "transparency equity." See A Day Late on Transparency. Today, I want to add a bit more by sharing something many readers feel is very important to transparency. Specifically, deciding what to share and what not to share. Consider the thoughts of this CRMAdvocate reader:
"Transparency is a fine line that all organizations must walk to provide the proper amount of information to give customers confidence in their integrity and products and at the same time, not share information that could be misinterpreted. For example, I want to know that sausage is being made in a sanitary facility using sanitary methods, but I don't need to know all the details of what's in the sausage. Companies need to share important operational and product information that directly impacts the customer, but transparency doesn't mean that you have to share everything.
Too much information or information without a proper context can cause more concern or confusion than it can improve customer confidence. It is critical that companies carefully consider the wording, timing, and content of their customer-facing communications. If you do it well, you get kudos and inspire confidence. If you don't you can do a lot of damage to your reputation and market. The fear of not doing it well seems to override the potential upside for most companies."
Does your organization lean toward the side of little transparency because it doesn't want to risk "sharing too much?" What's your take?
Gary Lemke, Publisher
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As of 4:00 p.m. on 6/5/09 |
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