Post from: MAPpingCompanySuccess
According to a blue ribbon group at Wharton, the secret of customer loyalty is in connecting on a deep level.
“If you have been authentic, consumers will love you and share your brand” — Vanessa Rosado, global director of digital capabilities, AB InBev
Or you can be totally inauthentic, if you prefer, because many people won’t even notice.
Retweets. Likes. Favorites. Comments. Upvotes. Page views. You name it; they’re for sale on websites like Swenzy, Fiverr and countless others.
Of course, if everybody demanded authenticity, instead of accepting cyber-stats as real, we would live in a much better world.
But they don’t.
Then there are the dozens of companies that hype their “community,” but have changed their legal terms so that any interaction with the brand, from buying it to ‘liking’ it eliminates the customer’s right to sue, whether for a perceived labeling error or life-threatening problem.
And then there is Google, who very publicly changed its TOS in response to a lawsuit over its email scanning.
Our automated systems analyze your content (including emails) to provide you personally relevant product features, such as customized search results, tailored advertising, and spam and malware detection. This analysis occurs as the content is sent, received, and when it is stored.
When you upload, submit, store, send or receive content to or through our Services, you give Google (and those we work with) a worldwide license to use, host, store, reproduce, modify, create derivative works (such as those resulting from translations, adaptations or other changes we make so that your content works better with our Services), communicate, publish, publicly perform, publicly display and distribute such content.
While the wording is similar to other sites, Google’s services and their ubiquity aren’t.
It is these words, “upload, submit, store, send or receive content to or through our Services” that raise a giant red flag in my mind.
Google Docs is a service used by thousands of companies of all sizes for collaboration, both internally and with their vendors and customers.
They’re people upload and store designs, marketing plans, contracts, etc. to share and send.
According to its TOS, if Google so chooses it can share the details of those docs with anyone they please or publish them for general consumption.
Of course, everyone knows that Google does no evil and would never consider violating anyone’s privacy, but that old bottom line seems to require continual reinterpreting of both ‘evil’ and ‘privacy’.
The only thing I’m sure of is that the experience being provided by these companies are authentic.
The real question is, “authentic what?”
Flickr image credit: Dee Bamford