A Guide to Understanding Why Customer Trust is Important Posted by Puneet When it comes to establishing your business and building strong customer relationships, trust is key. Each business owner has his/her own idea of how to make a business successful, and what’s important to that business, but the real glue to “every” business is building the trust relationship with your customers, because without it your business will fall apart. How to Build Trust You must earn trust. You will only build trust if you are trustworthy, and the customer can depend on you – in other words, you are reliable. If you focus on listening to your customer, you are open and honest, and you provide your customers with dependable products, you will build trust. Building trust is about being real and human. When you trustworthy you create trust – after all, the two go hand in hand. To create trustworthiness you must have strong values and character traits, be competent, and have integrity. The executives and managers must ensure that all of the employees are playing by the rules that you want to brand your company by to ensure you build trust with the customers. Many companies have a mandate to build trust, but then it falls short in the lower levels of the hierarchy, and these are the people that your customers deal with. © 2011 Apptivo Inc. All rights reserved. The true definition of successful marketing isn’t really about the product, but rather about the trust you build with the customer about the product and the company. Marketing is where everything converges – the product, the salesperson’s presence, the company policies, and so much more. A solid marketing campaign recognizes it is far more than about the product. You’ve seen it before in television advertisements that connect the potential customer with the company by building relationships. When you build relationships you can build trust. Take Inventory of Your Image Before you do anything, take inventory of all aspects of your company, and determine whether it has the necessary component to build relationships and trust; whether it has the ability to make the customer feel comfortable; whether it makes the customer feel like they are in good hands; and therefore, creates an atmosphere where the customer can trust your company. Have a look at the following: Your logo Advertising Signage Cleanliness of your organization Exterior and interior look of your company business How your employees dress Communication with your customers How easily your customer can contact the company While each of these are important, the focus must be on the interaction with the customer. That means it is important that you have set protocols, and policies that your staff must follow, to ensure your customer feels like they are important and matter. This in turn, will build trust, and trust is an important part of the formula for the longevity of your company. How to Keep the Trust Focusing and implementing building trust is the start, but once the trust is in place you must make sure that you keep the trust you have worked so hard to build. There are a few simple rules that will help you do this: Look at things from the customer’s perspective Never let the customer down Always justify the faith they have in you Whenever possible go the extra mile and exceed the expectations of your customer Remember, when you have trust you have customers! © 2011 Apptivo Inc. All rights reserved.