Customers can handle the truth

“Do you swear to tell the truth, the whole truth and nothing but the truth?”

In the U.S. courts of law, a person called to testify is expected to be completely honest and forthcoming with their knowledge. The information the individual conveys may bring justice for the aggrieved, or it may save lives, aid the government or protect property. Absolute truthfulness is the right thing to do.

Yet we know all-too-well that omissions and outright perjury is so rife in judicial testimony that the truth is sometimes treated as an imposter, unrecognized by those desperately seeking it while staring it in the face.

Truth in commerce

How different is truth treated in the corporate world? Complete openness and honesty in today’s business vernacular is called being transparent:

trans·par·ent [trans-pair-uhnt], adjective

1. having the property of transmitting rays of light through its substance so that bodies situated beyond or behind can be distinctly seen
2. easily seen through, recognized, or detected

To be transparent is to hide nothing. We hear the buzzword bandied about in speeches and press releases all of the time, but is it realistic, wise or even possible to be completely transparent in business?

Truth and consequences

When confronted with a disruption of service or product quality issue that impacts your customers and ecosystem, is it policy to be forthcoming with the whole truth, or do you omit details that may compromise your reputation or are simply embarrassing?

It’s a delicate balance: protecting your reputation while ensuring that you release the requisite information so your customers can assess and make critical decisions to protect their interests.

The wise choice is to admit the error, deliver the facts, share all information that your customers need, apologize and commit to learning from the mistake. Throw your resources at fixing the problem and helping customers with any fallout they suffered.

Any consequences your business endures will likely be short-term. Honesty and integrity are admired and are usually rewarded.

Truth in action

It shouldn’t require reciting an oath to be direct, forthcoming, honest, concise and contrite. If there’s ever a time for precision in communications, a crisis is that moment.

del.icio.us Tags: crisis communication,transparency,transparent,customer communication,corporate communications,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging