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Tips for customer service and sales to build customer trust

Get tips to improve customer interaction and build customer trust in this podcast. Learn how to train employees on the importance of trust and how to measure the effectiveness of customer service initiatives.

Customer service representatives and sales representatives play an important role as customer-facing employees, and they often influence customer behavior for the better or worse. How can your organization encourage those employees to establish and maintain trusting relationships with customers?

In this Creating Customer Value podcast, Martha Rogers discusses the role of call center and customer service representatives and sales representatives in building positive relationships with customers. She reveals tips for winning customer trust and advice to make every interaction worthwhile for the customer. She also offers suggestions for training new representatives on the importance of customer trust and measuring the effectiveness of customer service initiatives, including how to measure agent performance against the present and projected value of each customer relationship. Listen to this podcast to get ideas and advice for building long-lasting trusting relationships with customers that will benefit your organization in the coming years.

Visit the Creating Customer Value podcast archive

Martha Rogers Martha Rogers

Named one of the nineteen most important business gurus of the past century by Business 2.0 Magazine, Martha Rogers, Ph.D., is a founding partner of Peppers & Rogers Group. Martha has been recognized for the past decade as one of the world's leading experts on customer-based business strategies and growing customer value.

Fast forward to questions that interest you most

  • 00:38 As an outbound call center agent, how can I build the trust of potential customers who I am cold-calling? Can you offer any tips or best practices I can use during my calls?
  • 02:45 We're revamping our call center agent training program and want to better stress to new agents how big of an impact they will have on customer trust and satisfaction. Do you have any examples or activities we can use to help us make this point during trainings?
  • 05:03 How can we measure how effectively our sales reps are building trust with customers?


Next Steps

Find out how to connect customer trust and customer value.

Visit the call center manager topic section to find more resources on building customer relationships.

Read Peppers and Rogers' latest book, Ask your own customer trust questions of Peppers and Rogers to be answered on an upcoming podcast.

If you prefer to read rather than hear Peppers and Rogers' answers, visit's Ask the Expert pages:

Ask the Expert: Customer equity: Long-term and short-term

Ask the Expert: Building trust with customer strategy

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