In a world where trust is more perishable than ever—where one negative experience can color a buyer’s perceptions forever—businesses must figure out how to effectively capitalize on the trust they have built while at the same time protecting their hard-won reputations. They must also learn how to harness the democratization of information—particularly the Web-based input and unfiltered opinions of self-anointed “experts” and dissatisfied customers—to help market their offerings, handle problems and keep their brands strong.
Authors: Karen Crennan, Marcia A. Halfin, Paul F. Nunes
Source: Outlook Journal (Accenture)
Subjects: Reputation, Trust