Every engagement in any connection, whether it is between people or between people and brands, provides a new opportunity to strengthen or weaken trust. Because brands interact with their customers in so many various ways, there are many potential paths that might lead to increased trust. Some of these options include:
- The actual product: When a product or service performs as expected, it builds trust. If, on the other hand, it falls short of the consumer’s expectations, they will be less likely to trust you.
- Customer service: Customer service is really important. Excellent customer service makes customers feel safe and secure, allowing them to more trust the company. Poor customer service makes customers feel as if the company isn’t on their side, eroding trust.
- Advertising and marketing: These are two different things. Advertisements and marketing materials are meant to persuade customers to buy your product, but they must do it truthfully. In the short term, misleading marketing may persuade customers, but in the long run, it will build distrust.
- Genuine one-on-one interactions: Because trust is a human emotion, it’s only natural that speaking with another human gives a great trust-building opportunity. In-person events, customer phone conversations, and in-store interactions can all aid in the development of trust.
- Actions taken in public. What a brand does in public reveals a lot about who it is. Trust is bolstered when their public activities match who they say they are. Taking contradictory activities raises suspicion.
- Social media: We’ve arrived at the gold mine. One of the most significant aspects of trust-building is social media. Fortunately, it’s also an area that’s always open and where businesses of all sizes can begin creating and strengthening trust right away.