Trust makes or breaks any relationship.
We build relationships or decide to go with another party when we have built enough trust with them.
The same is the case with customers. They choose brands and companies whom they trust. Anything built on trust stays for a long time. Nobody develops trust and confidence in one day. It takes years, months, and many positive customer experiences to remain committed to a brand. Brand loyalty is synonymous with brand trust, and that’s why a lot of companies spend their marketing dollars in maintaining their brand image.
Organizational that do not take their customers seriously have to face the wrath. Customers who are with them will become customers who were with them. Letting an existing customer move to a competitor is the hardest thing for an organization to face.
Here are six small patterns that can build moments of trust for customers
Nobody knows when the pandemic will end, and there is no concrete answer to it. Brands and customers are both struggling equally. Organizations are clueless about the matter, and costumers have started to feel panicky.
In the war of uncertainties, customers have nobody to look up other than the brand they do business. Sharing vital information related to organizational performance is imperative in building trust.
The answers are unknown, so are the questions. But sharing information related to customers, company strategy, current team challenges, or even profit & loss plays a vital role in customer retention. They will respect you more for sharing the information and will continue with your brand.
Being consistent is the new norm. Today, customers want to stay with brands that make them familiar with a consistent approach to tackle their issues. They want to know that organizations will still support brands the way they used to do it before.
A consistent approach to improving customer experience builds trust and loyalty. Have you ever visited a restaurant, experienced excellent customer service, and experienced pathetic service in their other outlet.
Human beings relate to matters that are consistent with their needs. Be it excellent customer experience, billing issue, or a defective product, the customer remembers brands by the frequency of the problem, and with what speed did you resolve it. Consistency is the way to make them feel reliable.
In this era of digital evolution, there are multiple ways to provide customer experiences. Customers are relying on digital, online, and mobile experiences instead of location-based experiences.
As customers evolve, brands should provide consistent experiences wherever they can. A standard messaging across departments, social media platforms, sales channels, will make it easy to deliver a universal message.
Deliver What You Promise
The first thing a customer looks in a brand is promise fulfillment. As a brand, did you deliver what you promise?
A promise is an attribute that directly or indirectly linked to customer retention. If your sales team has made individual commitments and fails to deliver it, it will lead to the customer being unhappy and going elsewhere.
Building trust means to reconsider, revisit, and take-charge of the promises made. The customer sees such signs a part of their overall experience, and not just on contract.
Many brands give promises but never delivers it. A customer prefers a brand who fulfill their needs and listen to them. When the brand doesn’t meet obligations made to their customers, they vent out their frustration on social media, write bad reviews, and warn others.
To build a successful brand, revise your promises, and ensure that the brand treats customers with the best of support and respect.
Customers stay and feel valued when brands hear them and act upon their queries instantly. Not many brands are successful in taking feedback or even do justice with it.
Feedback is nothing but a human trait to encode and decode messages assuring the message is successfully received. Feedback is not always negative. Customers who have had negative instances in the past when given the most luxurious treatment have turned positive; such customers act as brand advocates who go their way to endorse the brand.
Many platforms provide instant and ready-to-use customer feedback surveys. You can distribute the survey on social media channels, send via email, embed it on your website, etc. Such data will be useful to make changes while designing your future operations and marketing plans.
Be proactive to your customer’s needs and demands. Trust increases with fulfilled expectations. Exceed your customer’s expectations by offering proactive services and providing the highest level of support
Do you know what your customer’s needs and wants are? Can you anticipate some of the common questions? If you have a dedicated research team, they can probably find it through customer journey or customer mapping.
Brainstorming is fun. But if you find it difficult, you can efficiently collate some of the common or frequently asked questions and create a ready-to-use guide or FAQ section. It is the best way to implement customer feedback in the customer journey.
Address each concern of your customer proactively and build trust along the way.
Reassurance is the key to keep your customer safe and protected. You need to give reassurance to your customers at every step of the journey. It provides a sense of reliability and reduces anxiety. Customers feel confident about the decision to chose your brand.
During this pandemic, the anxiety level is at high levels. Apart from this, customers have other concerns like job security, raising children, safety, and security that increases the stress level.
As a brand, do you have anything to provide reassurance to the customers? If not, the least you can do is to see that your product or service doesn’t add to their mishap.
Providing reassurance also means keeping your customer aware of what will happen next. After they sign up for a product or service, ensure your customer service team provides the necessary information to move to the next step swiftly. Don’t leave the customer unattended. And don’t make them wander on your website to find answers.
Everything in the customer journey should be smooth and simplified. Human connects with humans and understands emotions. Even if you’ve chats or bots, answering customers, small gratitude of a thank you personalized notes builds trust and credibility.