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The most important part of any relationship is the trust that the people in it have for one another. Trust can be hard to build in the business context, especially if you don't know your customer well or if they aren't particularly familiar with your brand.
But building a trustworthy relationship with customers isn't impossible! In fact, you can use some simple techniques to increase trust and make your customers feel more connected to what they're purchasing.
Keep It Personal, Not Transactional.
The customer is not a transaction. A customer is a person, not a number, statistic or dollar sign. It is important to keep this in mind when building brand trust because it helps you focus on the human element of your business rather than focusing solely on the transaction.
When you are interacting with someone who trusts and respects you enough to purchase from your company or service, it should feel personal for both parties involved—not transactional. Good relationships take time to build, but once they're established, they can last forever if handled properly.
The Human Touch...Empathy
As we’ve established, the internet has transformed the way we interact with one another. But there are still some things that can hardly be done online—like using body language. Your actions don’t always translate to your customers' screens as easily as you might think, so don’t rely solely on emails or social media for customer engagement. Instead, focus on face-to-face interactions!
In fact, In a study done by Lee et al. (2011), researchers found that face-to-face communication is more likely to lead to an enhanced quality of life than internet communication.
People who engaged in face-to-face interactions were more likely to form a connection with their customer service representative and be satisfied with their experience overall than those who used other methods of communication (such as email).
It's much easier to build trust when you're able to make eye contact and use body language as part of your interaction.
The personal touch can go a long way toward establishing brand loyalty among customers who feel valued enough by members of your staff that they feel comfortable telling them about their concerns or needs without feeling overwhelmed or ignored by an impersonal system like filing a complaint online instead of calling someone directly.
Make Sure Your Brand Is Consistent
Consistency is key. Every time you take a step in the wrong direction, it costs you.
It's not easy to be consistent, but it's worth it. If you're trying to build trust with your customers and they see that you're not consistent with your brand or product, they'll lose trust in your company.
We often think that being consistent means always providing the same level of service or quality every single time—and while this is true, sometimes being consistent means just doing your best every time without failing and making sure you're always there when someone needs you.
Customers Want To Feel Connected To The Product Or Service They're Buying
When you're buying a product or service, you want to feel like you're getting the best deal possible. But when you're shopping online, it's hard to know whether what you're seeing is real.
You want to be able to trust that the company selling the product or service will be around if there's a problem or if something goes wrong—and that they'll treat your needs fairly and with respect.
Customers will be more likely to trust a brand if they feel connected with the product or service—a cohesive message delivered consistently through various channels will build their trust in your brand.
It's important to understand how customers make decisions and why they trust you.
If you can connect with your customers by providing them with value and quality products, then they will continue to do business with you.
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