Customers face all kinds of risks in buying and using any product, whether B2B or B2C. Key factors in correctly evaluating such risks are awareness, understanding, quantification, and clear articulation of the consequences. The benefit of successful communication is a dramatic increase in trust and delight with accompanying higher margins. However, both Marketing and Legal are usually against clear transparency in this area. Goodman will address how this problem is addressed in investments and insurance as well as by a BPO which is helping clients take innovative risks in going above the norm.
The session will end with the application of a set of evaluative criteria to each participant’s marketplace and highlighting those with the apparent best and weakest scores, followed by group brainstorming for how to leverage or enhance best practices.