Building Trust in Business: The Hardest—and Most Rewarding—Work

Trust is the currency of relationships—whether with employees, customers, or partners. Yet, in today’s world, it’s a currency in short supply. According to a 2024 survey by the Qualtrics XM Institute, only 50% of consumers trust the brands they do business with, and less than one-third of employees feel their company consistently delivers on its promises to customers.

Those findings are troublesome since trust is essential for business success. As Stephen M.R. Covey writes in The Speed of Trust: “Trust impacts us 24/7, 365 days a year. It changes the quality of every present moment and alters the trajectory and outcome of every future moment of our lives—both personally and professionally.”

Whether in moments of triumph or crisis, businesses must design for trust. Here’s how

Fulfill Promises 

The foundational element of trust is a platform for operational excellence that ensures customer promises are consistently kept. As I discussed in my book, The New Gold Standard, this principle is exemplified at The Ritz-Carlton in Dubai, where spa leaders designed an experience that exceeds customer expectations 100% of the time.

When a customer books a 45-minute massage at that spa, it is internally scheduled for 1 hour and 15 minutes. This ensures therapists have time to transition between clients without feeling rushed, allowing the guest to receive a full hour of massage rather than the expected 45 minutes.

Great leaders understand that trust is built when customers feel valued and services are intentionally designed to meet, if not exceed expectations. You consistently delight customers by embedding excellence into operational processes, reinforcing trust at every touchpoint.

Turn Breakdowns into Breakthroughs in 5 Steps 

Unfortunately, all businesses have service breakdowns or other operational challenges (e.g., supply chain problems, product glitches).  These breakdowns can result in trust erosion or strengthened relationships.

When things go wrong, businesses have an opportunity to demonstrate their values and reinforce trust. Here’s a simple framework:

Show compassion. Share a genuine and empathetic reaction to the other person’s distress.

• Apologize appropriately. Acknowledge the issue without defensiveness.
• Assure action. Let the person know you will address the problem.
• Resolve effectively. Fix the issue to their satisfaction and address root causes to prevent recurrence.
• Provide a positive surprise. Offer a gesture that respects their frustration or loss.

Earning Trust: The Ultimate Challenge and Reward 

Henry Ford famously said: “Thinking is the hardest work there is, which is probably the reason so few engage in it.”

In today’s low-trust world, I would adapt his words:

“Earning trust is the hardest work, which is probably why too few leaders and brands fully engage in its pursuit.”

Trust doesn’t happen by accident. It requires intentionality, consistency, and a commitment to fulfilling promises—even in the face of challenges. Businesses prioritizing trust see the rewards ripple across their organization: more engaged employees, delighted customers, and greater long-term success.

The first step in that journey requires an honest assessment of trust levels in your organization and identifying areas for improvement by considering:

How well is your organization meeting or exceeding the promises made to customers and team members?

Are you designing processes that intentionally build trust at every touchpoint?

How prepared is your team to turn service breakdowns into opportunities for trust-building?

What steps will you take this month to strengthen trust with your team and customers?

Written by Joseph Michelli, Ph.D.

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