CHAPTER 2The Race for Transparency

The race has begun. Indeed, it started some years ago when the very first blog post or online review was submitted by a consumer about a particular service or product experience. Today’s social networks are increasingly empowering customers to have a voice and influence others online. Likewise, these communities are providing brands the opportunities to find and engage customers in ways previously unheard of. The resulting fundamental shift in customer control, expectations, and behavior has sent businesses clamoring to get their arms around the image, culture, and experience they deliver. ...

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