What Customers Want, Part Four: Transparency

Customers want to know they're not being ripped off for two reasons: 1) they have to protect their money and 2) they don't want to look stupid.

No one believes a car dealer only makes $100 on selling a new car. No one believes a wireless company will never lose a signal. But, we're told those kind of things every day.

We need to trust the customer with the truth. Otherwise, they'll assume the worst.

Most customers have jobs and work. They understand economics, they don't expect us to lose money, they just want to be shown respect and given the truth.

Barry LaBov
LaBov & Beyond
www.labov.com