The new competitive edge
According to Peppers and Rogers, trust is the new competitive edge . Customers want to do business with companies that have good intentions and that do the right things for their customers and their employees. This is what separates excellent companies from the 'short-term revenue-hungry parties'. Customers feel this difference. And the customer's feelings and their experiences are now online 24/7, read by many other customers who also believe these messages more than your marketing message.
More transparency ultimately leads to more honesty. Being trustworthy as a company is no longer a nice side issue, it has become an absolute must for survival.
Social proof
The reputation of companies is now based on the marketing message and what others say about it, mostly online. Twitter,list to data Facebook, online reviews and the 'normal' media, together they determine the final image with customers. If that image is negative, then you are doubly unlucky. Because then that image also becomes negative with people who are not your customers at all. This is due to the power of social proof - Cialdini wrote about it in 1984. People follow the prevailing opinion. Ensuring a positive image is therefore more important than ever today. But you have to earn trust first. Promise what you deliver and deliver what you promise. Plus a little extra.
Just say sorry
Every company strives for a spotless reputation. But no matter how hard you try, things can go wrong. And what if they do? Then be authentic and above all honest. Just say sorry. Customers understand that mistakes are made. Customers do not understand that you deny mistakes when they have experienced them. By saying sorry you show vulnerability, and vulnerability is human. 'Human' companies enjoy more trust from customers. By really thinking about the interests of your customer and acting in their interests, you will make a difference and the company results will automatically be in good order.
Consumer expectations are increasing every year. Standards are rising. Do that reliability check in your own organization now. No organization will say that they are not reliable. The best intentions are being used. But are you extremely reliable? Are you infallible in the way you earn money? Or are there situations in which your company may be making money from customers because they are late or ignorant, or have not read the small print?
It is very worthwhile to do the check now. Now it can still provide a distinguishing feature. Adjust it before your customer discovers it and feels the unfairness of your policy. Because if this is that one customer with 15,000 Twitter followers, it is too late and you will need years to restore the trust with your customers.