Transparency is the hot new corporate watchword at many companies these days. Mostly because businesses are starting to realize that consumers want to know what’s going on with the brands they patronize.
As more and more companies are learning, the business/consumer relationship is no longer a one-way monologue where the company talks at the customer and the customer just buys their product. Consumers today want a say in things like product development and corporate policies—they want to be part of the conversation.
Customers today are far savvier and won’t tolerate being treated like mindless sheep who swallow anything you tell them. (continued…)