Create More Customers

Boy, talk about a word you hear all the time now. From the Obama administration's issuance of this memorandum on the 2nd day in office to new corporate social media policy to online businesses. Everyone seems to understand that being transparent in your dealings is what's required these day, but a lot of people and companies are still afraid to embrace it.

What does “transparency” mean?

It means being authentic, being real. It means admitting when you don't know or you've made a mistake. It means asking your community, your customers or your employees for ideas and help in formulating better products and services.

It also means taking a risk, realizing that you’re going to get shot down from time to time which is really a good thing. Because if you listen, really listen, your customers will tell you exactly what you need to do to be successful. It’s an opportunity to improve your products or service. And besides, with the quickness that word of mouth spreads these days, you can’t escape compliments or criticisms anyway.

Does transparency apply only to business?

No. When I was in my teens and my 20s, I had friends, who if they liked a girl, debated whether or not they should tell her. I know there were girls who wondered if they should say something if they liked us. Part of it was game playing, part of it was a fear of rejection. What if he/she doesn’t like me?

I’ve always been one to express or be “transparent” about my feelings in this instance. The fact is that one of two things will happen: 1) hopefully the girl feels the same and was just too shy to say anything before and now I’ve made it easier for her: or 2) she doesn’t feel the same, which is information I definitely need to know so I can move on.

Another example is when you might have said or done something that was unintended or misconstrued. Isn’t it better to apologize or explain yourself upfront rather than letting the other person possibly think ill of you? Isn’t it better to at least talk about it and clear the air?

What do personal relationships and business have in common?

By putting yourself or your company “out there” and being willing to accept whatever feedback you receive, you can either learn that you’re doing a good job or a not so good job. Chances are you’ll have customers from both ends of the spectrum. Just like the personal relationship example above, it’s information you definitely need to know.

By apologizing for an action that backfired or explaining why the company is taking the steps that it’s taken, you’ve helped defused the situation and at least opened a dialog.

So, is transparency another word for confidence?

I think so. It’s much easier to hide and not take responsibility for your company’s actions. Easier, but unwise.

It takes confidence and an appreciation that by being transparent, especially in these times of fast communication, you not only enhance your public image, you also stand to benefit from the input received.

That’s confidence, that’s being transparent, that’s stepping up to the plate in this day and age.

Have another word or idea to express the meaning of transparency?- just leave a comment.

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