Trendwatch: Two-way transparency

Vicki Loomes

This short article looks at two-way-transparency, or the practice of asking customers to be rated by the brands they engage with.

Trendwatch: Two-way transparency

Vicki Loomes

trendwatching.com

We all know that customers want to feel thought about, cared for and valued. The usual response? To adopt a servile role, and give consumers anything they ask for. But now, a counterintuitive trend is emerging, one that has the potential to redefine the brand-consumer relationship. It's called Two-way Transparency, and it's about asking customers to be rated and reviewed by the brands they engage with.

This trend was pioneered by P2P sites, such as eBay and Airbnb and more recently Uber, where the rating of people as customers is commonplace. Uber, for example,...

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