There is a lot of talk about trust these days. Every time I stop by a bookstore there is another book on trust on the shelves. Now there is all this fuss about fake news. It’s frustrating. In every organization trust is an issue.
Trust is a big deal when it comes to customer relations and customer service. In the book, “Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000” written by Pete Blackshaw, says that trust implies confidence, dependability, and faith in an organization, its products, or services. It is achieved through honest, ethical, straight-forward, consistent and predictable practices, processes, and procedures.
Many studies claim that consumers trust other consumers far more than they trust companies, organizations, or brands, and they consistently distrust marketing techniques used by brands.
Keep this in mind. Trust is closely linked to performance. Who is going to trust a product or service that doesn’t perform as promised? Don’t forget, a brand is a promise, and consumers assess brands by the extent to which they live up to that promise. Trust also includes an element of predictability. Consumers, and people in general, tend not to like awful surprises.
So do an organizational reality check. Do your marketing campaigns stretch the truth? Do your claims match what the product or service can actually do or deliver? Does your product or service consistently and predictably perform as promised? Organizations that nurture trust with customers should be able to answer yes to these questions.
Pick up a few of those books on trust and create a “trust library” in your break room.
Trust is the foundation for long-term customer and coworker relationships. If your organization needs assistance with establishing and maintaining trust, or restoring trust that has been broken, contact me at firstname.lastname@example.org. I will develop a presentation customized to address your concerns.