In my last post we talked about what Trust is, why it’s more important than CSAT or NPS, and how it can easily be measured and tracked in real-time in all customer communications (surveys, emails, chat, transcribed phone calls etc.)
Today I’d like to share 5 ways to build Customer Trust during the current crisis.
Customer Service Advice During Crisis
There is a lot of value in understanding Trust in customer communication better. A lot of this involves understanding which particular touch points, policies, processes, products or employees affect Trust. But for purposes of this post I will stick to very high level recommendations that make sense regardless of your business.
1. Communicate
Communication is key. Make sure all customers are aware of any changes in policy happening now. If you are not communicating to them that you are doing good things for them and why you are doing it, change can be perceived as a negative.
Take a physical store, with longer lines, distancing etc. These measures might be taken as a negative if they are not communicated as a benefit. Communicate clearly what is being done to benefit/protect/help customers. This will immediately create Trust and customers will better understand what is happening. It also satisfies the honesty dimension of Trust, e.g. “…we understand this may be difficult for you, but it’s in your best interest, and we care about you.”
Communication should be timely, clear, honest, and transparent.
2. Be Confident
Confidence is important, communication that mimics official public health guidelines can give immediate benefit in terms of competence and that you are following scientific public health guidelines. When possible linking to government/public service announcements should have increased benefit of authority.
3. Be Fair
Fairness may…
