How to Build Trust Digitally & Personally – Lessons from 17,000 Customers & Business Buyers

It’s Like Christmas

Most people eagerly await the release of a blockbuster movie, the start of something like baseball season, or Christmas. However, I anticipate the annual report from Salesforce Research titled The State of the Connected Customer. You are probably thinking, “Joseph, you need a life.”

In the recently released 5th edition of the study (which surveyed 13,020 consumers and 3,916 business buyers) the transcendent conclusion was:

“Customer experience is now decidedly digital-first — but however they choose to engage, customers expect flexibility and a thoughtful, personal touch. Empowered by choice and increasing control over their personal data, trust is their beacon.”

Here are just a few of the data points that support that conclusion. According to the survey:

• Eighty-eight percent of customers believe trust becomes more important in times of change.
• Seventy-three percent of customers expect companies to understand their unique needs and expectations.
• Seventy-one percent of consumers have switched brands at least once in the last year.
• Sixty-eight percent of customers have purchased products in new ways over the past two years.

What this means for you?

From my vantage point, Salesforce’s findings suggest consumers want a blend of human-powered, digital-first, personalized, and trust-enhancing solutions. While that sounds daunting, here are a few tips for moving “digitally at the speed of trust.”

• Trust Is Earned & Must be Given to Be Received – Take action to maximize transparency and authenticity. Double down on data privacy and protection. Make decisions based on the “best interest” of customers and “trust” that your needs will be served by serving others.
• Listen Like Your Business Depends Upon It – Because it Does! When customers engage digitally, take the time to leverage data-driven insights to understand your customers’ unique needs and preferences. When interacting in person, practice active listening and focused observation so you can guide value-adding improvements.
• Create a Choice to “Opt Human” – While digital channels dominate, don’t forget human touch. Where possible, deliver seamless omnichannel experiences that integrate digital and physical touchpoints.
• Practice Agile Design – Quickly transfer customer insights into action. Study macro consumer trends and your customers’ changing wants, needs, and desires. Mobilize customer insights through continual iterative design. Consider customer experience elevation a dynamic business competency, not an end state.

For me, the Salesforce report merges the wisdom of Steve Jobs and Stephen R. Covey.

Regarding customer intimacy and anticipating needs, Steve Jobs noted:

“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”

From the perspective of building trust through action, Stephen Covey shared:

“Trust is not some soft, illusive quality that you either have or you don’t; rather, trust is a pragmatic, tangible, actionable asset that you can create—much faster than you probably think possible.”

So, what about you,

How are you building trust while innovating digital and human solutions for those you serve?

Written by Joseph Michelli.

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