Customer trust is a cornerstone of any successful business. It’s what drives loyalty, encourages repeat business, and fuels positive word-of-mouth marketing. But trust is fragile—once it’s broken, it can be incredibly difficult to regain.
There are countless stories of brands that lost customer trust and suffered the consequences. I’m sure you can think of some off the top of your head—Boeing’s ongoing struggles with quality control and safety issues, Wells Fargo’s unauthorized opening of customer accounts, Facebook’s various data breaches, just to name a few. It’s easy to see what went wrong in these examples, since hindsight is 20/20. But it’s a lot harder to figure out a blueprint to prevent your company from becoming one of those horror stories in the first place. We have 7 key steps you can take to start implementing a plan that will not just help you earn your clients’ trust, but maintain it for the long haul.
How to Earn and KEEP Your Clients’ Trust
- Be as transparent as possible. Transparency is key in building and maintaining customer trust—full stop. Customers are left feeling uncertain when businesses try to hide behind vague policies or aren’t upfront about pricing, data practices, or product limitations. Once customers suspect foul play, they’ll start to question your company’s integrity completely.
- Take a consultative approach. Rather than simply assigning tasks and moving on, work as a consultant with your clients. Really listen to their needs and provide thoughtful suggestions that might work for them. This will help you not only establish trust with your customers, but really build long-lasting relationships with them as well.
- If you make a mistake, take accountability and apologize. Mistakes happen, but how you respond to them can make or break customer trust. Failing to apologize, shifting blame, or not offering a solution to make it right will leave your customers feeling disregarded. Don’t let them interpret your response (or lack thereof) as you not caring — take accountability and make amends.
- Create consistent, quality experiences. Consistency in service, product quality, and communication is essential for maintaining trust. If customers have unpredictable experiences with your brand—sometimes excellent, other times disappointing—they will eventually lose faith in your reliability. Standardize customer service protocols and ensure every touchpoint with your brand reflects the same quality.
- Listen to customer feedback. Customers expect to be heard, especially when they take the time to provide feedback. Ignoring or dismissing what they have to say not only makes them feel undervalued, but also shows that your company isn’t committed to continuous improvement. This ultimately creates a disconnect between what your customers want and what you deliver.
- Set realistic expectations; don’t overpromise and underdeliver. Few things erode trust faster than setting high expectations and failing to meet them. When a company promises more than it can deliver, customers feel misled and their confidence quickly deteriorates. Be realistic about what you can provide and give yourself space to delight your customers. When they receive more than they expect, their satisfaction—and trust—will grow.
- Prioritize data privacy. Customers expect every business they engage with to protect their personal information and use it responsibly. In financial marketing, where sensitive personal information is frequently processed, safeguarding customer privacy and building a cybersecurity culture must be a top priority. A breach of user privacy or misuse of data can lead to legal consequences and damage trust.
The Bottom Line: Why Trust Matters
Still skeptical about whether it’s worthwhile to spend time and effort on building trust? These compelling statistics showcase the true importance of trust as a defining factor for consumers.
Trust is Earned, Not Given
Once trust is lost, it’s difficult (if not impossible) to fully regain. The good news is that businesses have control over many of the factors that influence customer trust. By being honest, transparent, accountable, and attentive, you can build and maintain trust over time, creating loyal customers who stick around for the long haul.
Megan Smith, Gate 39’s Director of Client Services, shares her thoughts. “At G39 we’ve built a foundation of trust by prioritizing transparency, accountability, and client needs. Through consistent communication, setting clear expectations, and truly listening, we’ve earned the trust of our clients. These are the values we instill in every one of our employees, ensuring trust is upheld at every level of our business. By taking a consultative approach, we help our clients grow their businesses, which is why so many return to us, time and again, knowing they can rely on the consistency and care we provide.”
At the end of the day, trust isn’t just about doing the right thing; it’s about consistently proving to your customers that they can count on you. Avoid trust-destroying missteps and you’ll be on your way to creating a lasting bond with your audience.
Ready to transform your business with personalized digital strategies? We’re here to help. Contact us today to explore how our tailored solutions and strategic partnership can drive your success.
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About the Author: Carolyn Beatty
Carolyn Beatty is the Client Services Manager at Gate 39 Media. She provides ongoing support for and fosters ongoing relationships with clients by combining open communication, transparency, empathy, and geniality in all interactions.
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