When companies are on the path to improving customer trust, they normally find themselves in one of two modes. The first is trying to retain the trust customers already have for the brand, and the second is hoping to recover trust that has been lost for whatever reason. Aarron Spinley,
Consumer trust is a complex conversation as it works on many levels depending on where – and on how – a brand operates in the business spectrum. But there is no disguising the importance of organising your development or transformation around customers needs. For three brands – Xinja, Lion and
The 7-Eleven chain of convenience stores is at the old-school-business end of the trust equation. But time and technology have changed all that – as did introducing $1 coffees. For 7-Eleven, which has traditionally been firmly a bricks and mortar, ‘your-local-deli-on-the-corner’, business, online consumerism is a disruption that has to
There are three layers of trust at which brands need to excel if they are going to build genuinely engaging relationships. However, understanding this alone is not enough. Trust in business is a currency that has value and is fundamental to financial growth in the experience-driven economies we see today.
Who do you trust? More importantly, do your customers trust you? This year’s global Edelman Trust Index revealed a critical development in consumer sentiment around the world. According to the authors, “Trust has changed profoundly in the past year — people have shifted their trust to the relationships within their