"...What also makes a big difference is that the people behind so many of the new online services now communicate openly with their 'customers' about what is going on behind the scenes. If there's some big stuff-up, they'll tell you about it. And they'll try to keep you informed about where they think things are going..."
I've recently witnessed first hand [and been impressed by] such a scenario with a newly developed service that is experiencing some teething problems and is redefining itself. It's an attitude I think not neccessarily a "process" as such.
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