Le site TrendWatching nous propose une analyse pertinente du TRANSPARENCY TYRANNY avec une analyse sur l'ubiquité de la transparence des recommandations, des prix et des avis de consommateurs sur le Web.

Une partie est consacrée aux tendances pour les sites touristiques, mais tout l'article est interessant et pertinent.

Ce trend devrait augmenter en puissance dans les années avenir !
However, what's out there today is nothing compared to the transparency madness that brands will have to deal with over the next few years.
Due to this increase in reviewers, real-time TRANSPARENCY TYRANNY is building

Quelques réflexions de TrendWatchning pour utiliser ce trend à votre avantage. Des conseils applicables aussi aux acteurs du tourisme qui se demande comment ou pourquoi se lancer sur la vague du Travel 2.0

Some thoughts and tips:

* Start by figuring out what percentage of your sales/revenues is already influenced by consumer reviews and recommendations. How? Well... Ask your customers! Remember, it's all about the conversation. If the percentage is high, this will give you good ammunition to convince fellow execs to come up with a transparency action plan ASAP.

* Action points should be aimed at decreasing the number of negative recommendations out there, and increasing the number of positive ones. It's as simple as that ;-) Negative reviews will disappear (warning: major business insight to follow!) if you as a brand perform better, and, if something does go wrong, deal with it immediately. Most 'bad' reviews have to do with not dealing with a customer's complaint straight away.

* Positive reviews will pop up more plentifully when you a) perform better, and b) give satisfied customers the tools to share their experiences. Either on your own site, or through syndication with third party review sites (like some independent hotels have started doing with TripAdvisor). If consumers are going to post about their experiences anyway, there's definitely merit in presenting these reviews (all of them!) on your own site. At least this will give you a chance to immediately react, displaying your reaction (and how you solved an issue) for all to see.

* Going one step further, why not see transparency as one giant learning exercise, and ask your customers and staff to constantly review and suggest? Why not give your customers dedicated cameras, handhelds and so on to capture what needs improvement? In return for rewards, obviously. This would get you into full-blown CUSTOMER-MADE and GENERATION C(ASH) strategies. See how neatly it all comes together? ;-)

* And that's just reviews and recommendations. We'll save actions for transparency of price (number one solution to price comparison pressures: be unique, so you can't be compared to others to begin with!), of intention, of advice and of 'best of the best' for a future update.

For now: whip it up!