Transparency is about being open and honest. It's making it easy for customers to understand your business and what to expect when they buy from you.The more transparent you are in your business, the more likely you are to meet your customer's expectations. When customers know what they'll get from you they are more likely to stay.

Why transparency is important in business

Buyers always want to know exactly how much a product or service will cost. Complicated pricing will make people think they're about to be caught off guard with some fine print and they may avoid you. Worse, if they buy from you, they might be surprised by the cost and then tell other people about their experience. If you can only offer a custom quote, give people a starting point or range or even examples to show how different pricing can be.

Simplify pricing 

Communicate about the good and the bad. For example, sending a notification when shipping is delayed, emailing your price changes, publishing updated policies, etc. However, you want your customers to reach you too. A WhatsApp chat widget can help people chat with a real person when they have any queries.

Communicate often

Ensure your customer-facing policies and deliverables are clear to your customers.<ul><li>If you're a service-based business, have a clear scope of service for each of your offerings in writing.</li><li>If you're doing custom pricing, create detailed quotes.</li><li>If you're an eCommerce retail business, your descriptions should be very detailed.</li><li>If you sell a physical product, do you offer returns? Who pays for the postage? What do customers ship the item back in? Do they pay for that packaging? What condition does it need to be in?</li></ul>

Clarify your policies and deliverables

Potential customers will still do their own research to make sure you match up to your claims. If you say you will do something, do it. If you say you won't do something, don't do it. Your customer reviews will reflect this information.

Follow through

Some businesses may think that transparency means letting customers see their flaws. However, it also means showing off everything you do well. In your entire operations process, what are you most proud of? Why is your way better? What are the results, and how does it benefit your customers?

Focus on your strengths

When there's a perceived risk, customers may try to lessen their fear by collecting more information. <ul><li>Instead of letting them find a negative review, give them that information. </li><li>Share some behind the scenes videos of, for example, packaging an order and shipping them, or something specific your business does.</li></ul>

Let your customers peek behind the curtain

Show your customers who you are. Telling a personal story or creating a narrative around your brand makes you more relatable. People want to engage with brands whose values align with theirs. Telling people who you are and what you believe will help you reach the right audience. An "About Us" page or sharing personal stories on social media can help show your brand's ethos.