When a customer contacts an enterprise, he or she is looking for the right answer to a specific question.

FORBES: Enterprise Social Media: It's All About The Customer

Assay: I get a tremendous intellectual and emotional satisfaction when I hear someone give exactly the right answer to a difficult question.

FORBES: Happiness Challenge: Saying the Right Thing

This time last year I wrote an article for Advertising Age titled Return on Integrity Is the New Bottom Line for Marketers, that set out to answer a fundamental question about corporate social responsibility: What is doing the right thing really worth?

FORBES: What's Your Return on Integrity?