Clients return to companies based not only on their level of success but their customer service ie their delivery and interaction between them and the customer at all levels. The company ethos is translated through their dealings with their clients as well as their position in the business world.
The ‘moment of truth’ is shown when the marketer interacts with the customer which can be a significant factor in a prolonged relationship whereby a profitable margin can be developed. Being aware of the needs of the client is crucial in order that the trust and bond are created, in which future progress will justify and maintain the professional affiliation.
The term ‘transparency’ also connotes the importance and willingness that a company has in delivering their message in an open manner. It emphasises their ethical stance not only to the public but also its stakeholders. Whilst it is crucial that this openness is seen to be followed, actions will be closely watched such as being able to verify any initiatives which will allow for the objective to be full-proof. This would be verified through an outside company, ie: third party, thus will provide validity that the company is representing a positive image for society and thus trustworthy.
Further to this aspect of openness and integrity there are many cases that have appeared in the tabloids: most recently the case of Miss Nigella Lawson who public defamation has perhaps lost her some of the public’s confidence in her, especially after she was forced to admit in court that she had taken drugs despite having insisted earlier that her assistants were slandering her good name for personal gain. They were eventually cleared of abusing their position despite spending vast amounts of money using the company’s credit cards and personal spending sprees worth thousands of pounds. Miss Lawson’s and her ex-husband, the millionaire art dealer Mr Saatchi, were apparently seen as having changed towards them and as a result the trust disintegrated, leaving them bound to expose the couple’s habits.
This defamation of character can be found in a different case with Francesco Corallo acquitted for ‘his “personal qualities” during the raid ordered by Milan prosecutors as part of investigation of the loans granted by the BPM at B Plus.’
Within a company, the actions are seen as being open and transparent when every stage of execution is verifiable ‘from supply to production, materials, labour or realisation.’ An example of this procedure is found with consumers who today, know their rights better than at any other stage. They are aware that they can shop around on the internet for a better price as well as better treatment from their suppliers, banks, stores or supermarkets. Should they feel that they have been mistreated or misguided, they will opt out of contracts them, because it is no longer enough that a company parade their best side, but prove that they can also bend over and be flexible with the society of today.
For companies to listen to the public, they will need to pay closer attention to what is being criticised: taking on social media and admitting the faults, the steps that will be taken to iron out the issues will help to bridge this gap of untruthfulness as well as mistrust. The two way street structure applies here too.
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