If you haven’t read Part 1 and 2 to increasing trust surrounding your company, do so now! It’s not imperative to understanding Part 3, but if you truly want to recognise what promotes customer trust and start crystallising your strategy, you need to appreciate and abide by all 5 key questions (where possible for your business).
Here’s a reminder:
1) Do you protect your customers' economic interests? Part 1
2) Can customers easily post, and see other reviews, on your website? Part 2
3) Are employee incentives aligned to encourage customer trust? Part 3
4) Are you competent in delivering quality services? Part 4
5) And are you competent in providing good customer service? Part 5
Making sure your employee incentives are aligned to customer values can be as simple as incorporating your Net Promoter Score (NPS) or a Customer Satisfaction (CSAT) score into your incentives and accountability, and displaying said score for future and current patrons.
Your Net Promoter Score is generated through the likelihood of your customers continued service, or by them positively spreading your brand through WOM.
You can find out more about NPS in the blog post highlighted, which explains further how the score is generated, what the numbers mean, and the overall benefits.
Your NPS is both beneficial to you and your customers. Your customers are able to fill in an NPS survey at your request and reply to open-ended questions, and the information they offer leaves you with valuable feedback for improvement, as well as a score in which to display.
This visual representation of your company as a whole lets customers see you are open and honest, you act transparently, and therefore a foundation of trust is built. If you're at all worried about your score, listen to the feedback offered.
Similarly to negative reviews, taking an unhappy customer's experience on board gives you free advice on areas to improve to build up a better NPS over time. You can also see how competitors compare and work towards meeting that bar, or raising it.
The customer satisfaction score is pretty much what it says on the tin: you generate a score based on a question surveyed to your customers, to gauge their satisfaction of their experience they had with you.
Once again, you can determine satisfaction along a spectrum, and if there is dissatisfaction you can aim to remedy it. Through offering your customers the chance to fill in a CSAT, your services - including the ones you and your staff offer - are made accountable. Thus, the desire to improve should increase, and so should trust in your brand.
One great way to keep everyone happy and still elicit trust is to offer a CSAT survey a month or so before any subscription renewal. (Visit Part 1 to find out how subscription renewal reminders build trust).
Offering the CSAT then gives you the chance to highlight any problems and rectify them before renewal, so when your customers are reminded, they're not thinking about ways in which you let them down, they're considering how you cared about their problems and potentially resolved them.
CSAT scores can be used throughout the entire process from enquiry, to purchase, to complaints. Overall it assures your customers you're interested in their thoughts of the service you provided, and they can hopefully trust you to resolve them, or at the very least satisfy them that you aim to do better.
Whether via an NPS or CSAT, monitoring your customers happiness and loyalty is a good way to improve trust for your business. Your NPS gives you an idea, similarly to reviews, if your customers will continue to use your services, with a higher score denoting trust.
And the CSAT score, again like a review, can give you the opportunity to patch up any problems and aim to do better, which your customers visibly see when issued the survey.
Check the next blog to find out tips and advice for the penultimate question in solidifying trust, I look forward to then!