I guess the word authenticity comes to mind. More and more we say that businesses need to show their human side. Businesses need to show their customers they really care.
This can only be done through people, so… Michelle Cuthbert asks Is Your Business Taking The “Social” Out Of Media?
Personally, I think business has a long way to go in learning to be transparent when dealing with customers. The fear of making the business vulnerable still outweighs the desire to get it right for most people in leadership positions in businesses. It’s a long road ahead.