In 2020, a Trustpilot and Canvas8 study found that global trust had recently declined by 11%. And given how much the world has been through in the last year, it’s safe to say that customers are more sceptical and unsure of whom to do business with.
With that in mind, a trusted brand is one of the most valuable assets a business can have.
How consumers perceive your brand matters a lot, and how they talk about your brand both online and offline can alter your brand’s image and directly affect your reputation. That’s why brands are publicly engaging their customers in conversation more than ever before.
A consumer is 21% more likely to leave feedback after a negative experience than a positive one. How then can you influence the conversation even when you are not there?
4 Ways to Build Customers Trust in Your Brand
Receive feedback gladly
In a world of viral marketing and social influence, consumer conversations have the power to make or break businesses. If you’re willing to take time out of your day to engage with a brand online, it’s likely because you’ve had an unsatisfactory experience. Therefore, never assume that you know what your customer is experiencing. Let them express themselves and show that you appreciate their feedback.
2. Respond to criticism promptly
88% of global consumers engage in consumer conversations with brands in order to fix an issue they might have encountered during their journey, and 61% expect a company to publicly comment on their feedback. Trustpilot study showed that more than 2 in 3 people who were unsatisfied with a company’s engagement admitted they wouldn’t shop with that establishment again, and half would warn others to stay away from the company too. But more than half of the customers who felt their comment had been responded to appropriately said they would shop with the brand again. For 25% of people, how well companies respond to criticism can even help transition them from detractors to customer advocates.
Say the right thing at the right time
Communicate proactively to customers, supplying as much relevant information upfront to provide a sense of authority and security. Don’t be vague when answering customers’ questions, leaving the customer confused and dissatisfied. If a customer asks, “How does your product work?” and your team doesn’t know, they shouldn’t answer with “I don’t know.” Instead, they should answer truthfully and to the best of their ability, supplying as much detail as possible. If they aren’t sure or did not supply adequate information, they should promise the customer that they will follow up with their teams for more information and then reach out to them once they acquire the necessary information. Build sincere relationships according to leading communication principles. Principles such as communicating professionally, openly, and honestly to attract, engage, and retain customers.
See from their point of view
Today, a successful customer experience strategy should be enjoyable from the customer’s point of view while also leading to sales. Building great customer experiences means investing in your customers, and making sure their journey is seamless, from the top of the funnel to checkout. That’s why understanding your consumers’ needs and wants have become key to any company’s success. In a world where consumers are looking for more than just products and services, the most successful brands out there must be able to create customer-centric experiences by engaging and listening to customers in order to collect actionable insights and identify gaps and areas of development.
Customers insight is an invaluable asset to your business. After all, they are the reason why you are in business.
We love to hear from you, dear reader. Drop your thoughts and suggestions in the comment section. Your voice matters.