Monday, August 24, 2009
Trust goes both ways (why consistency is important)
Micah Baldwin from Lijit Networks gave the shortest presentation from last week’s Gnomedex, but it was arguably the most important for marketers. In just 10 minutes, he inspired a series of blog posts I’ll write here over the next couple weeks.
First, however, let’s talk about trust. Micah’s definition of trust is simple:
“Trust is the creation of an expectation that person A will always act as Person B expects them to act”
In other words, trust is your reputation when consistency is added to the equation. If your customers have come to expect you’ll be honest and transparent in your dealings with them, you’ve established a very good kind of trust.
Based on Micah’s definition, however, you can also establish bad trust. If you’re always late, consistently overpromise and underdeliver, or generally get defensive when someone questions your work, that’s trust as well. Just not the trust you want to have earned.
So if creating trust is about expectations and consistency, what does that mean for your business or brand? How are you accelerating and maintaining trust by ensuring a consistent experience for every customer, every time?
The bigger your business, the more difficult this will be. But the bigger your business, the more important consistency and trust will be to future growth, revenue and success.
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