Trust. It’s something every business has to communicate in droves. If we can’t trust a business, how can we buy from them, do business with them, or even take their word on anything? While businesses can make the most of fantastic slogans, powerful imagery, and a great product, it’s worth nothing if you don’t have customers trust your brand. So, how can you make customers trust your brand?
Transparency is all about honesty and showing your customers and clients your strengths and your weaknesses. Rather than attempting to cover up the inconsistencies or stages of a product or a business process, instead, by endeavoring to work harder, and communicating this to your customers, this means you are laying everything out on the table for them. If you have suffered at the hands of a data breach, which many businesses do now, that task of getting the customer to trust you again is a big mountain to climb. But, it’s something that cannot be done until you make promises to your customers that you have to keep. And by showing the customer what you plan to do to make things different next time around, whether this is having more effective IT support, or implementing stricter processes on the shop floor, by showing the inner workings, it displays you’ve got nothing to hide.
Value The Customer
On occasion, the financial rewards can outweigh the customer. If you’ve got to the point where you don’t bat an eyelid if a customer comes back to you with a complaint, because you’ve got so many other customers to keep you financially afloat, it’s time to reevaluate your perspective of things. If you don’t value the customer and the clients, on a basic human level, when these people come to you with a problem that you are unable to solve, or you don’t care enough to bother solving, not only have you lost the customer for life, but this bad word of mouth that the customer will invariably start, could be your undoing.
Your customers need to know what they can expect when they do business with you. If you keep changing your ideals, your customer isn’t going to know whether to trust you or not. The basic building blocks of consistency need to be in three areas; your design, your message, and how you deliver this. Consistency doesn’t just help your customers, but it helps your employees. And if you treat different layers of your company with differing approaches, there is no chance of consistency at all. It’s far better to go back to the idea of transparency, which will benefit everyone internally as well as externally.
Trust is the most basic of human emotions that can be a difficult thing to gain, especially from businesses that are inconsistent or have made mistakes in the past. But, by creating a brand that is reliable and transparent, but ultimately focuses on the customer as the important piece of the puzzle, this is going to have a profound impact on your business as a whole, but how customers will view your business. Overall, their trust will begin to increase.