Why Customer Trust Is An Important Measure Of A Great Customer Experience

By Shep Hyken

Lately, I’ve been writing a lot about the link between trust and the customer experience. I’ve come to the conclusion that if a customer doesn’t trust you, it doesn’t matter how great your customer service or customer experience (CX) is. Customers expect you to deliver on your promises. If you promise overnight delivery, it better show up the next day. If you promise to reach out to them in an hour, you must do so. The moment you don’t do what is promised and/or expected, you start to lose the customer’s trust.

That being said, according to the State of Customer Service and CX research study, eight out of 10 customers say a great customer experience increases their trust in a company. If the customer trusts you to deliver on your promises, delivering a great experience further strengthens that trust. So, within the experience you create for your customers, there needs to be a catalyst that boosts trust to the next level. One example of that is when a customer feels the company or brand they are doing business with knows them. We want our customers to say, “Why would I go somewhere else? They know me.”

That’s where personalization comes in. So, here are six things to consider about personalizing your CX to not only create a better experience, but also build trust with your customers:

1. Personalization Makes the Customer’s Experience Memorable

When customers receive an experience that feels tailored to them, it leaves a powerful, lasting impression. It’s more than using someone’s name. It’s remembering what they have bought in the past, what questions or issues they have called about, their preferences and more. People notice when the information you gather about them improves their experience. By the way, it’s okay to get help from technology. CRMs and AI can aid in “remembering” your customer. Many of the ideas that follow this one emphasize remembering everything you know about the customer from doing business with them.

2. Personalization Shows You Respect Your Customer

When you remember your customers, you send a simple message: You matter to us. Specificity about how long they’ve done business with you, what products they’ve bought in the past and more shows that you are paying attention to the relationship.

3. Remembering What People Buy Is Nice—Remembering Why They Buy Is Nicer

Remembering what the customer bought from you is nice. For example, if you work in a hardware store, you may remember your customer bought a can of paint, but do you remember why? “Last time you bought that special can of paint. If I remember, it was for your kitchen cabinets. How do they look?”

4. Remember Problems You’ve Solved

When you remember what went wrong and how you solved the problem, it can be as impressive (and important) as remembering what customers have bought in the past. It also reminds them that when there is a problem or complaint, your company has their back.

5. Be Proactive

If there is a problem, let the customer know, ideally before they even realize it or have to contact you. For example, when a credit card company texts, “Was this you?” within seconds of suspicious activity, it sends a powerful message that the company knows you, your normal behavior, and is looking out for you. Another example is how many airlines now proactively contact customers before a storm hits, offering the option to rebook flights. Both examples demonstrate proactive personalization and reinforce the company’s commitment to their customers. They can turn a Moment of Misery™ into a Moment of Confidence™.

6. It’s Okay to Use AI to Help Your Memory

Going back to No. 1 on the list, it’s okay to use a CRM or AI to help your memory. But, never make it feel like you’re reading off a screen. It’s okay to say, “I’m looking at your history …” but don’t try to fake it. The moment customers notice anything inauthentic, the effort to create genuine personalization is lost.

Final Words

Personalization is often the difference between a good experience and a trusting one. When customers feel known, remembered and respected, trust is enhanced. Given a choice, why would a customer take the chance on doing business with a company they don’t yet trust? In other words, trust can become your competitive advantage.