Crack The Customer Code

Jeannie and Adam discuss the concept of social responsibility with Anne Bahr Thompson, author of Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit. Customers today expect a lot more from brands, but it’s not just about transparency and great service. Brands are now expected to be socially responsible when it comes to social, political and moral issues. But being socially responsible is much more complicated and sensitive than you may think. Although it’s great for a brand to say they support a certain cause or take a stance on a political issue, customers can easily access information that contradicts what the brand has said publicly. “In a social world, declaring your position really places you in control of your own reputation.” -Anne Bahr Thompson It’s easy to alienate customers by taking a stand, but when we don’t, customers will do their homework to find out what’s going behind the scenes then fill in the blanks for themselves. In fact, they will even judge your brand based on t