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As we contemplate trust and transparency in business against the backdrop of unethical sales practices events over the last year and the need to prioritize customers’ needs and expectations over the sales journey, the various customer touch points along the value chain come to mind. For many companies, moments of contact stretch out over months or years. A salesperson reaches out to a customer in person or online. An account executive handles a transaction. Collection officers manage a sensitive discussion with a customer regarding payment plans. Branch managers throw out the welcome mat to build a loyal, transparent, and trusted relationship with the customer and the broader community.
Indeed, this sales practices ecosystem is expansive, and…
