And, how do we generate that trust that is so necessary to achieve the objectives of the company? Just as the relevance of communication has to be part of any message Vlone want to get across to our audience, trust has to be built at each point of contact, from beginning to end. The sum of many few causes trust to be generated; it is not a matter of a single factor.
Five Factors that Help Build Trust
If we go down to the tactical level, the list of factors that help build trust would be too long and would end up not adding value. Instead, I am going to group the factors into concepts that seem recommendable to me.
Although it should actually be the last factor, as it summarizes all the attributes that the company wants to convey, its importance is such that it should come first.
The branding and the brand positioning that sustains it mean that, in addition to having a clear idea about the company, we have a better image.
A good brand strategy adds that extra to the motivation of the audience to buy our products, it is what makes them not mind paying an extra price in order to buy a product from our brand.
2. Consistency in Communication
Our audience receives different impacts through different channels and for these to be effective they must be consistent with each other and relevant to the audience. In other words, we must not only maintain the same line of communication, but in each channel we must get the message, product, and moment and audience profile right.
3. Good Practices
In this section we could include dozens of examples, but we can summarize it in doing things well, in thinking before acting.
In avoiding things like: excessive advertising pressure, low-value content, unfulfilled promises, spam in email marketing, publications with misleading headlines to generate clicks, attempts to force engagement to achieve greater reach in social networks, everything we know is badly done, but that many companies do continuously.
All this has a very negative effect on the trust that our clients may have.
I was going to talk about customer-centric organizations, etc. etc., but I think we can summarize it in that we must not forget that we talk to people, not numbers. It seems that, when implementing a marketing strategy, we forget that there are people like us on the other side.
People who need time and real arguments to make their purchase decision, people who expect a personal treatment (if in their head they have an excellent image of your company and you treat them badly, how do you think that will affect their confidence?), etc.
It is obvious that the greater the volume of customers, the greater the difficulty of maintaining the level of service. But, in addition to the fact that there are ways to improve it, we not only have to take it into account in customer service, but in the strategy itself (with many of the arguments that I have exposed in the previous points).
Meeting these four factors will revert to customer satisfaction and one of the most important trust builders, recommendations from happy customers such as Vlone website.