The modern consumer has much different wants and expectations than those of a decade ago. Technological leaps, shifting economic situations, and a reassessment of values are just a few of the primary factors driving these changes. Many service providers fall short and erode their customers’ trust. What’s worse is that many don’t realize it. Almost 80% of business executives believe their customers trust them, whereas barely more than half (52%) of consumers report the same.
Building trust is a multifaceted process that relies on the following:
- Compassion. Customers want to interact with a real person when they have a problem. Many customers use self-service tools before reaching out to customer support. They have likely already exhausted the limits of a knowledge base or AI chatbot. When they have a problem, they want the company to show it cares about finding the solution. They want to interact with an empathetic human, whether by text, messaging, or phone.
- Effectiveness and quality. Customers reasonably expect the products and services they purchase to perform as advertised. If they receive inefficient service or a substandard product, their trust fades. Similarly, they want the best value for their money. They’re more likely to look for a new provider if they feel their current one has unfair pricing for the quality of the product or service they receive.
- Consistency. Customers depend on their service providers to deliver a consistent experience with each interaction and purchase. Customers rapidly lose trust in businesses that fail to live up to their promises and guarantees.
- Transparency. Customers are leery of providing their personal contact information, such as their email or phone number. While some businesses use that information for legitimate business interactions, others spam customers with unwanted emails and texts. Companies should always outline why they’re collecting the customer’s data, how they’ll use it, and the customer’s options for opting in or out of these communications.
Omni-channel communication can drive customer trust in several ways. Traditional phone calls are more conducive to displaying compassion as tone does not convey over text. Communicating through text messages allows companies to provide customers with rapid updates about their inquiries, open support tickets, or claims. Chat services empower customers to find solutions to common questions without delay. Customers also frequently use social media channels, email, and website forms to engage with their service provider. Meeting their needs on the most conducive platform establishes a foundation of trust that is essential for long-term loyalty. Contact Actec to learn more about the benefits of implementing new communication channels.