The digital revolution has transformed our relationship with transparency. “According to Bright Local’s Consumer Review Survey 2014, consumers no longer trust what brands say about themselves and instead, 88% rely on other customers reviews and opinions to buy a product.” Transparency with your customers builds trust in your brand and increases customer retention. Here's why:
Transparency Creates Happy Employees
We don't usually think employees are customers. But employees are actually the first brand advocates a company has. Your employees have to trust in your business before customers can.
Creating a culture of transparency goes beyond sharing sensitive details and information. It’s about setting a standard that exemplifies your mission and your company values. And the best place to start setting that standard is with employees.
Robert Craven, CEO of MegaFood, believes “transparency starts from within.” Employees are the first people who will go on and share positive reviews about your business.
Customers see them as a representation of your company culture and brand. That's why transparency with your employees first is important. Clarity on the principles and methods of a company leads to a consistent brand image.
Transparency Creates Trust
Clients love being part of the process. Whether it's a new chip flavor or design, transparency makes customers feel included. It can also help them feel more at ease with your business.
In an article by Forbes, Michael Weinhouse explains, “Potential clients respond well to straightforward talk about what we can and can’t do for them. Since we don’t over-promise, we’re less likely to underdeliver.” Setting clear expectations with your clients boosts customer satisfaction.
Besides building trust and boosting customer satisfaction, clients see your brand’s values. Reviews are great for this reason. They provide details on the quality of your products and services.
Transparency Brings In New Sales
Brands like Warby Parker have done just that. Their website provides access to how their glasses are made. Warby Parker lets customers see what materials they use and the production process. That's how they use transparency to build trust. Their marketing shows that they understand what their customers want. This makes their dedication to transparency and customer satisfaction evident. And the customer reviews on their website show it! Customers rave about everything. From the "excellent quality" of their glasses to family and friends buying too.
By sharing their exact process, Warby Parker is delivering on their customer promise. “Making sure that whatever is promised to the customers is delivered is key to customer satisfaction.” Transparency builds trust and delights customers. Happy customers then go on to tell others resulting in brand loyalists and new sales.
Transparency Creates Brand Advocates
Rather than seeing transparency as something to do, see it as something to be. When transparency becomes the culture, it creates a major ripple effect.
Satisfied and happy employees go on to become initial brand advocates. Reviews build upon what the company has already created from within. This begins to touch every aspect of a brand’s marketing – down from their website, up to the number of customers.
Transparency with your customers leads to trust in your products and services. It also brings in new sales and creates customers for life. Transparency is a key component for any business. It’ll be what drives home your brand promise.