For many companies, customer service and quality products and services are top priorities. But what do consumers look for when they’re shopping? Does your company offer a unique or personalised experience? Do you offer more than competitors? And how do you inspire trust and confidence in your brand?
The answer is simpler than you think. When consumers visit a store or visit an online site to shop, they usually look for a specific thing. They’re looking for the feel and the look of the brand, the website and the product or service. They’re measuring the relationship of that brand to them, what it represents. If a brand has strong customer service, uses clear communication and offers customisation, it has already established a level of trust with its customers that is likely to increase.
On the other hand, if the brand does not stand out at all and customers are just surfing the internet, no relationship is established. In fact, the lack of trust can actually hurt a brand because it can make loyal customers less likely to engage in future purchases with that brand. Brand loyalty is an emotional thing. It relies on a series of experiences that give customers a feeling of trust, security and comfort. So, as a business owner, how can a brand improve customer trust?
One way is to get accredited by leading global organisations. For retail outlets, being able to display a BRC certification is hugely beneficial. For help with a BRC Audit, visit https://mqmconsulting.co.uk/services/brc-global-standards-consultancy/
One important thing to remember is that trust and loyalty don’t happen overnight. It takes consistent effort and consistent reminders from a brand’s marketing team to get people used to what a brand offers. And the branding team should focus on consistency and not on results. It’s okay to take some bumps along the way, but focus on getting the interactions right first time and building long-term relationships. Your company will be far better served by working toward building long-term loyalty than trying to get immediate results.
Another thing to consider is that some customers will actively work to keep brands from succeeding. These customers may have strong objections to particular methods of marketing, for example. So, a brand needs to think long and hard about how its marketing may impact a particular customer. A brand needs to have a solid plan for how changes in the marketplace will affect a particular product or service. If a brand ignores this fact, it may find that its customer base is quickly shrinking. However, a brand that is proactive about addressing customer concerns can quickly boost customer loyalty and trust.
How can a brand improve customer trust? The business of building trust and loyalty begins with a strategic plan that considers the goals and methods of the brand. It also requires a constant internal dialogue about how the brand should be received by the marketplace. A brand needs to engage in smart practices now to ensure long-term success.
