It has been noticed that people are also interested in knowing the background check of a business before having any business transaction with it. They want to know key people steering it and inspiring their employees to go the extra mile. Customers look for transformational rather than transactional aspects. Customers don’t want their preferred brand to be their best, rather they are interested in getting the best experience. Hence, instead of getting distracted by the consumer's demands and complaints, businesses should discover the learning opportunities from the same, and come forward to have the open and transparent communication.unt factors.