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Customers are more informed than they ever have been before — and they’d like to keep it that way. In fact, a recent study by Sprout Social found that 86 percent of Americans believe transparency in business to be more important now than ever. They want to know who they’re buying from, what they stand for and what it truly is they’re purchasing with their hard-earned dollars. This knowledge can help drive loyalty and trust among consumers, earning businesses repeat sales and a stable customer base.
But what are some of the ways companies can give customers more behind-the-scenes insights? As business leaders in the culture space, the members of Rolling Stone Culture Council have a few tried-and-true tips to share. Consider their advice to incorporate more opportunities for transparency with customers and have a positive impact on your company’s overall reputation.
Acknowledge Your Mistakes in a Light-Hearted Way
One way is to admit mistakes and acknowledge areas upon which the company is working — especially if it can be done in a light-hearted way. If a company has had problems responding quickly enough to customer concerns, you could really have fun with that and show what went wrong and how the company is fixing it. Acknowledge the issue, poke some fun at yourselves for it and show you’re fixing it. – Scott Cowperthwaite, AfterFiveMedia
Ensure You’re Accessible to Customers in Multiple Formats
Transparency is achieved when you are accessible to customers through a variety of formats: online community participation, live video, well-written blog posts and interaction on social media. When you do it, do it authentically, and your reputation will come naturally. – Tim Jack, Rise
Provide Straightforward Policies
The best thing a business can do to incorporate transparency is to provide straightforward policies. Customer experience is everything, and unless customers feel respected and appreciated, they will happily move on to the next competitor after a single inconvenience. – Jason Peterson, GoDigital Media Group
Make Listening a Priority
Transparency organically arises from listening. Make listening to customers and clients your top priority — not the amount of curated content you put out to sell them. Listening prompts conversations that’ll allow you to share why your brand has value. Use comments, feedback and social media to address questions and respond genuinely to why and how your company positively impacts the market. – Cynthia Johnson, Bell + Ivy
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
Share Your Numbers
Transparency is key. It’s near the top of consumers’ checklists in 2024. You have to offer lab results, efficacy numbers, testimonials and as much data as you can. I love brands that even include a QR code on the packaging with a link to the lab report and what exactly is in each batch. This is so important because people want to feel safe. Trust and transparency lead to brand loyalty. – Lindsey Bartlett, Fast Buds
Offer Real-Time Updates
Boost transparency by offering real-time updates on product availability and service status. This builds trust, strengthens customer loyalty and enhances your reputation as a brand that’s open and reliable. – Francis Hellyer, tickadoo
Maintain Regular Communication
My company has regular check-in meetings with all our clients where we discuss progress, practices and future plans. Maintaining regular, open communication and clearly explaining all the metrics our customers need to understand what we’re doing for them helps to build trust that translates to long-term client relationships and positive referrals. – Evan Nison, NisonCo
Give a Behind-the-Scenes Look
Offer behind-the-scenes content or updates through channels that your customer base regularly uses. This could include sharing how products are made, the sourcing of materials or the ethical considerations that go into the company’s operations. Regular updates through blogs, social media or even newsletters can provide customers with a clear window into the business. – Matthew Forster, CMS Nashville
Build an Honest Reputation as a Transparent Company
A business should not have to incorporate more ways to be transparent. Successful businesses inherently have open and honest communication with their clients and customers. Having a reputation as a transparent company allows your company to thrive and grow and, quite frankly, is the right way to run your business and your personal brand. – Nathan Green, New Level Radio
