We have a choice. The internet provides access to products, services and information from all over the world. Entrepreneurs that fail to create lasting customer loyalty will lose out in the end. Customer satisfaction, and approaches to achieving and increasing it, need to be re-defined. As with other areas of life, people want to have a voice in decision-making and be involved – for example, in the process of developing new products and services. Playing a more active role motivates clients and fosters long-term relationships.
But this requires proximity and transparency. A strong trend is ethical consumerism. More and more consumers base their choices on a product's social and ethical value; they do research before making a buying decision, and want their partners to be economically, ecologically and socially responsible. Credibility is key. How can we convince our well-informed customers?