Bridging the customer trust gap

Marketing leaders believe that a gap has always existed between customer expectations and business perception; bridging this gap will ensure seamless customer service from the enterprise end

The gap between reality and perception needs to be urgently addressed. Marketing leaders believe that customers’ trust in the enterprises handling their sensitive and personal data has improved from last year. Customers have a different view, however. Not all customers still feel comfortable sharing personal information with brands, in exchange for an improved experience.

Offering consistent and clear processes

CMOs say that the best method to improve customer trust is by developing consistent and clear processes relevant to customer experience right from the top of the enterprise. CX is not a separate team; it’s a philosophy for engagement across all teams.

Company leadership has the main role of articulating and prioritizing companywide measures for CX. Such initiatives allow placing customers at the center of the strategy. In case of any deviations, the enterprises ask customers to be concerned about the customer’s conflicts, culture, and structure.

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Customers are not concerned if the enterprise’s marketing and sales heads are at loggerheads with each other. They are least concerned regarding the organization’s position on the compensation of customer service/customer success. They won’t be bothered if the IT departments don’t consider themselves as customer-facing teams. None of this would be of any reason for concern to the customer directly.

Winning customer trust doesn’t require being expensive or requiring technology. Enterprises require three elements to build trust with their clients.

  • Clearly defined direction for the CX measures from leadership teams for all departments
  • The plan should be embedded in the very core of the organization’s culture
  • Constant repetition to make sure that all employees are aware of their actions needed to engage with clients effectively

Transparency regarding use of customer data

Marketing leaders believe that customer trust is boosted when enterprises are transparent regarding the collected data use. Clients are suspicious when they are not explained how the data will be implanted to provide better customer service. When information regarding the unsatisfactory ways that customer data was used is unearthed, clients become disenchanted by the organization’s policies.

It is advisable to inform the users how the collected data will be used and how the action will affect them. Customized ads are often off-putting for clients. However, when they are informed beforehand that they will be shown content dependent on their preference or search history, the response for such ads may vary.

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Proactively informing users about new initiatives that improve their lifestyle depending on the collected data will significantly improve the consumer’s trust in the organization.

Leading with clarity and consistency

CMOs suggest matching messages between landing pages and pay per click ads. Consistency on all modes of channels helps to develop trust with clients. This promotes the increased lead generation, conversions, and revenue for the enterprise.

Using social proof and reviews will help to boost trust. If potential clients see their journey highlighted via others’ stories, it’s an effective display of the trustworthiness of the enterprise and business.

Marketing leaders emphasize that all information requests need to be kept clear and short regarding where and how the data is used and explain how the customer benefits.