P&G’s recent backlash for shipping a “new and improved” version of Pampers diapers in old packaging is a lesson proving the value in coporate transparency. Social media has amplified customer’s voice, which can spread rapidly over social networks. In this case, upset Pamper customers have put P&G’s new brand in jeopardy before it has even officially launched.
It goes without saying that P&G didn’t handle this product introduction very well. They’ve also struggled to respond to their critics in an effective manner (read: using social media platforms to inform and respond to buyers of Pamper diapers). However, injecting transparency in your company is not only important for preventing similar failures, but it is also important for establishing an authentic voice in your business.
Achieving transparency is easier said than done. Organizations need to give their clients insight to their company, products and services without giving up too much competitive intelligence. Ultimately, transparency breeds an authentic company. Customers gravitate towards authenticity and your long-term business will benefit by having more connected customers.
Put yourself in your customer’s shoes and share the type of information that could provide value in their life. Find an authentic voice that connects you (and builds a valued relationship) with your customer.