Assumed Trust Assumed Trust

What It Is, How to Keep and Build It and What It Is, How to Keep and Build It and Why Your Organization WonWhy Your Organization Won’’t Survive t Survive

Without ItWithout It

Presenter: Andrew SanderbeckPresenter: Andrew Sanderbeck

LetLet’’s Discuss…s Discuss…

What Assumed Trust is and why its importantWhat Assumed Trust is and why its important Three Core Competencies of keeping a Three Core Competencies of keeping a

customers assumed trustcustomers assumed trust Ways to lose, keep and build the trust of our Ways to lose, keep and build the trust of our

customerscustomers ““The Circle of TrustThe Circle of Trust”” and discuss why and discuss why

Assumed Trust is critical to the continued Assumed Trust is critical to the continued operation of your organizationoperation of your organization

What is Assumed Trust?What is Assumed Trust?

““The trust that is given by a customer to The trust that is given by a customer to a business. This level of trust starts at a business. This level of trust starts at

the beginning of the relationship. And it the beginning of the relationship. And it will grow or die based on the customerwill grow or die based on the customer’’s s

experience with your business.experience with your business.””

Discussion Question #1Discussion Question #1

What do your customers assume about What do your customers assume about your organization? your organization?

Their Assumptions May Be…Their Assumptions May Be…

Instead of Judging Fairness… Instead of Judging Fairness…

Discussion Question #2Discussion Question #2

What do they What do they ““trust that will happentrust that will happen”” in in their experiences with you their experiences with you organization?organization?

One of the Big Ones…One of the Big Ones…

And…when thereAnd…when there’’s a problems a problem

When we donWhen we don’’t, assumed trust ist, assumed trust is

Three Core Competencies of keeping a Three Core Competencies of keeping a customers assumed trustcustomers assumed trust

#1 Great Service Matters

When customers trust a business, 83% will recommend a trusted business to others and 82% will continue to use that business.

How would you want to be treated if How would you want to be treated if you were a customer? you were a customer?

Consistency goes hand in hand with Consistency goes hand in hand with providing great serviceproviding great service

Your employees should provide Your employees should provide equivalent levels of serviceequivalent levels of service

Equipped with the tools it needs, your Equipped with the tools it needs, your employees should answers questions the employees should answers questions the same waysame way

Internal expectations lead to external resultsInternal expectations lead to external results

Stay the course with your products and Stay the course with your products and services, rather than constantly shifting services, rather than constantly shifting gears to try new tactics or initiatives.gears to try new tactics or initiatives.

Create meaningful measurement to Create meaningful measurement to determine whether something is working. determine whether something is working. If it isnIf it isn’’t viable, put a plan in place to t viable, put a plan in place to make changes.make changes.

Do we offer our customers a Do we offer our customers a consistently pleasant experience?consistently pleasant experience?

Three Core Competencies of keeping a Three Core Competencies of keeping a customers assumed trustcustomers assumed trust

#2 Transparency is Clear Transparency is another competency that affects trust. Many businesses have trouble coming to terms with what it really means.

The biggest challenge is the so-The biggest challenge is the so-called fragility of trust; Trust is hard-called fragility of trust; Trust is hard-

won and easily lostwon and easily lost

To build/keep trust, your customers need to To build/keep trust, your customers need to believe three things about your business:believe three things about your business:

1. You have their best interests at heart2. You are capable of delivering on your promises3. You are honest and authentic

Three Core Competencies of keeping a Three Core Competencies of keeping a customers assumed trustcustomers assumed trust

#3 Stay vigilant over time

Stay vigilant over time Stay vigilant over time

Building trust is not a one-time deal, you Building trust is not a one-time deal, you have to prove yourself every time the have to prove yourself every time the customer uses your product. Trust-building customer uses your product. Trust-building and maintenance take vigilance and and maintenance take vigilance and sustained effort.sustained effort.

A Case Study From Netflix: Don't Lose Your A Case Study From Netflix: Don't Lose Your Customers' TrustCustomers' Trust

Ways to Lose a CustomerWays to Lose a Customer’’s Trusts Trust

Discussion Question #3Discussion Question #3

What other ways can we lost the trust of What other ways can we lost the trust of our customers?our customers?

How do you win trust?How do you win trust?

Discussion Question #4Discussion Question #4

What is your organization doing to win What is your organization doing to win the trust of your customers?the trust of your customers?

Keeping the trustKeeping the trust

Never let them downConsider things from their perspectiveAlways justify their faith in youGo the extra mile to exceed their expectations

Two Things to KnowTwo Things to Know

Polling Question #5Polling Question #5

What sacrifices are we asking our What sacrifices are we asking our customers to make?customers to make?

The Circle of TrustThe Circle of Trust

Polling QuestionPolling Question

I learned at least one thing today that I I learned at least one thing today that I can immediately apply!can immediately apply!

YesYes

NoNo

Thanks for AttendingThanks for Attending