There are two important elements to trust – one is whether or not customers believe that you're acting in their...
best interests, and not just selling them something to make money in the short-term. The second element is competency. When we're building customer trust, we need to understand what it's like to be our customer, what it feels like to wait in the cold, stand in line, and so on. So basically, we want to explore with customers what they believe about our products, services, sales and company as a whole. The next round of understanding the trust that our customers have is understanding the level of trust our own employees have. It's very difficult to project trust to your customers if the employees themselves have any doubt in your good will or competence.
Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.
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