Transparency Transgressions - CRMAdvocate: 8/1/2012

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My Take: Transparency Transgressions
Gary Lemke, Chief Customer Advocate (August 1, 2012)

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One of the all-time most popular topics discussed in this column has been the idea of transparency with regard to the customer relationship. There are two ways organizations approach the appearance of transparency.

One is to share a bit about what goes on "behind the curtain." I call these trust builders. Examples include sharing more than they have to about the ingredients in the product, the no-fault return policy, or the personal touch in the customer experience. There are countless others ways organizations say, "Look how open we are about the way we do business with you."

On the opposite side of the equation are those policies or actions that scream a lack of transparency. Among them are the surprise fees, unavailable customer service options, hurdles to switching, unfair terms (the customer decides what they think is fair), and the like. I call these transparency transgressions.

Oh my, how one little transparency transgression can bust the sum of all trust developed over time.

What's your take?

Gary Lemke

Other CRMAdvocate "Takes"

07.30.12 Notoriously Bad at Change 07.27.12 VRM - The CRM Slayer? 07.25.12 The Customer as God 07.23.12 Your Hippocratic Oath 07.19.12 Take the Oath 07.18.12 Do No Harm 07.16.12 No Pricing Charade 07.12.12 Ask Carefully and Cleverly more "takes"

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