Aspects Regarding Responsible Communication as a Marketing Priority of the Modern Company

Abstract

Addressed in an empathic and intelligent manner, the way companies communicate can transform from an effort to manipulate to a valuable service offered to consumers. The present paper aims to explore the most important characteristics that a company's communications should have, the strategies to be adopted and the technical solutions which can be exploited in order to be able to delight clients with a great communication process. The research goals were set taking into account aspects of an ethical, psychological, legislative, economic and technical nature, which act systemically on customers' perceptions. The most important part of the research consisted in analyzing the information systems available on the market which can be used by organizations in the process of relating to their customers. The main contribution of this study consists in pairing up the characteristics of a responsible company-to-consumer communication process with practical solutions, offered by modern information systems.