"You have to win every moment of trust, if you ever hope to win any moments of truth."
- Robert Rose
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(And guess which one will offer the compelling customer experiences.)
Second, content marketers are ideally positioned to (re)build trust. Quality content consumed by engaged, appreciative audiences, says Robert Rose, ensures that a brand is seen as “the trusted source of interesting things.”
Robert adds:
“Your brand’s trust no longer has to sit below media, nonprofit, or governmental
institutions. You can develop the most trusted status with your consumers. It’s up to you to be worthy of both the trust and the opportunity.”
Absolutely. But also . . . not so fast. Before you launch that grand trust campaign, you’d better make sure that everyone is on the same page, with an understanding of the problem and the approach that is not only shared but also accurate.
As Clayton Christensen said:
"Understanding a problem is the most crucial step in solving it."
We all agree that there is crisis of trust. We all agree that we need to build or rebuild trust with prospects and customers. And we all agree that healthy trust-based relationships are the key to winning with customer experience management.
But do we, as Christensen says, actually understand the problem?