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Marketing Tango

The Rhythm of Integrated Marketing

4 Ways to Bridge Brand Promises and Customer Trust

Branding

Sep 18, 2019

Branding and Customer LoyaltyBefore a customer buys from a business, they expect marketers to take measures to build trust with them—trust that the marketing message is truthful, that any claims match the product or service being sold, and that they can rely on the business should something go wrong. That trust must be earned through honesty and positive customer experiences.

Entrepreneur.com has put together the following four tips for bridging the gap between brand promises and customer trust for marketers who want to ensure that what they are offering is more than an empty promise. They want to build relationships with customers that underscore the value of the brand, building a strong customer experience from first outreach throughout the sales process.
 

Processes Should Benefit the Many, Not the Few

Most brand processes are designed around the potential actions of the few. For instance, most stores require receipts for item returns to prevent fraud by a single user, penalizing the many who would never dream of committing a crime. Take a look at your company’s processes—are you showing your customers the same trust that you want them to show you? Or are you punishing the many for the [possible] sins of the few?

Your Company Should Be Seeking Solutions, Not Pointing Fingers

Many a customer’s loyalty is cemented by a brand that follows through on their brand promises. Does your company apologize and look for ways to say sorry, or does it give excuses for why a product or service experience didn’t meet expectations? Consider how you structure your customer experiences—start with the customer and build around them. They should be the most important people in any plan.

Are You Testing & Measuring Without Listening & Responding?

While data is important (ROI! CPC!), you cannot overlook the benefits of actual customer engagement. The harder-to-measure metrics of word-of-mouth, customer longevity/loyalty, and online reviews must not be underestimated. While your data points are significant measures of commerce, engagement reflects the trust you have earned with customers.

Enable, Don’t Control

Most management processes that are used to make strategic business decisions rely on a top-down power structure with all of the control at the top. But building trust with customers means enabling those who directly engage with customers to freely resolve issues and improve experiences. As we said here, “Trusted brands know how to trust their staff with the responsibility to work quickly with customers by using their best judgment.”

Ultimately, bad customer experiences will chip away at any strides your organization has made in building customer trust. It may take years to rebuild that trust and stall customers within the sales funnel. In the end, make sure that you practice what you preach: if you are going to make brand promises, commit to delivering on those promises and customer trust will follow.

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