4 Keys to Customer Trust

By: Brian Cantor

In today’s era of customer centricity, it is rarely enough for customers to like your product. They have to like you.

More importantly, they have to trust you. They have to feel wholly comfortable (if not passionate) about supporting your brand.

The notion of trust obviously places a higher standard on the customer experience, but the best brands are embracing — rather than fearing — this challenge. They know that if they can earn the trust of their customers, lucrative loyalty will not be far behind.

So what exactly makes a brand trustworthy? There are four key elements.


You wouldn’t trust a person who was friendly and honest in some situations and cold and sneaky in others. The same goes for brands.

Trustworthy brands deliver a consistent (and consistently good) experience across all touch points. They do not have “blind spots” or “weak links” in their experience; they commit to delivering value throughout the entire journey.

They also commit to being themselves throughout the end-to-end experience. No matter where the interaction takes place, customers always know that they are talking to the same brand with the same core values.


Customers are providing brands with more data than ever. They are engaging in unproven channels. They are aware of the horror stories about data breaches and abuse.

To put it simply, customers have reason to worry about security. Trustworthy brands alleviate that concern by making it a paramount priority. From their use of advanced authentication processes, to their internal data governance, to their big-picture fraud strategies, they ensure that customers always feel safe sharing information.

Customer recognition

Customers are not living in a naive, fantasy world — they know businesses care about their profits. They still, however, want to feel valued (if not special) during interactions.

Trustworthy brands meet this expectation by consistently recognizing customers during the experience. They may not engage in deep, fifteen-minute conversations when answering billing inquiries, but they always make it clear that they understand who the customer is and what the customer wants to achieve.
They make the customer feel like one in a million, rather than one of a million.


Interactions are not just about business, but they definitely do involve business. They involve a clear transaction, question or problem.

Trustworthy brands consistently address these issues in an effective, yet efficient manner. They make it easy for customers to get the outcomes for which they are looking. They make it clear that the success of the interaction hinges on the customer’s satisfaction.

When you attend CCW Nashville this January, consider how the different technologies, best practices and recommendations can help you and your customer contact function become more trustworthy.

And don’t forget to visit CCW Digital on October 8, when we release our Special Report on Customer Trust.

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