“Strong trust with clients can help improve business performance and reduce risk!” (1).
This statement has never been more true in an era where misinformation waning customer loyalty and disruption in how and where we work.
In fact, over the last two years, the “Trust” has increasingly figured in the C-Suite standard dialogue with and between customers and vendors. The word “Trust” has become more than a hyperbole that companies refer to in Annual Reports or on Corporate Websites to see as a must-have business imperative.
But we all know that “Trust” take time beyond brand marketing campaigns. Trust takes time to nurture, but research has shown that customer loyalty and confidence, a good proxy for “Trust”, is at an all-time low, especially in Digital Engagement Programs.
The Covid-19 Pandemic has seen an increase in Cyber Crime, so it is not surprising that “Trust” is at an all-time low. We cannot do that much about Cyber Crime beyond personal diligence and Security Technology, which is only part of how we can improve “Trust
“In times of ever-accelerating digital transformation, trust remains the foundation and the only compass we have on our path to the future. We need to get this right and build digital trust in everything we do (2).
Here is the Fuse Pipeline’s three key must do’s to drive customer “Trust” in Customer Engagement and Development Programs.
No 1. Always question the data – We live in an AI-driven world where we have more data on consumer, business and buyer behaviours and insights. Even more, data does not necessarily lead to better decision making and customer engagement. What matters is understanding the right data and enriching the data that enable the existing and potential customers to see the “Value” you offer to their business.
A 2021 IBM Report focused on “Trust” as the new Business Advantage and Value (3). The more “Value” a customer sees in what you have to sell, you will likely start to develop “Trust”.
No 2. Use Content Marketing to develop “Trust”. A good customer engagement and development program uses ABM and Digital Content such as Guides, Landing Pages etc. A great program used ABM with a story to tell. When a strong business solution story is shared with a potential customer, it builds cognitive connections, which can be the foundation for gaining their trust.
No 3. Nurture and engage with the customer you are trying to win over in a way they like. Think of how you want to shop, on or offline. Remember that up to 70% (4) of customers’ decision-making can be made before talking to a salesperson, whatever the product or service. This fact makes it essential to use both the Data and the Content seamlessly across a journey and way that the customers prefer.
That is the Fuse Pipeline’s three steps to building “Trust” in Marketing, Customer Engagement, and Development Programs in an age of Digital Data Distrust. We would love to hear our story about how we can help you build what we call Resilient “Trust” and win new customers.
- EY Article 2020. “How firms can use data to deepen client trust and reduce risk. How firms can use data to deepen client trust and reduce risk | EY Ireland
- Deloitte. “Future of Digital Trust” 2022. Future of Digital Trust (deloitte.com)
- IBM. Build your Trust Advantage 2021. C-Suite Study — Build Your Trust Advantage (butterflypublisher.com)
- Forbes Article. How to turn B2B Buyers into Sales Leads How To Turn B2B Buyers Into Sales Leads, According To Data (forbes.com)
Posted on Thursday, July 14th, 2022.
