For the last 17 years, Edelman, a global communications marketing firm, has published it’s Trust Barometer, an annual survey of more than 33,000 respondents from around the world that investigates the state of trust and credibility that exists between individuals and different types of organisations (government, media, business and NGOs).
Earlier this month they published the 2017 edition of the Trust Barometer and their results suggest that over the course of the last year there has been an implosion of trust in ‘the institutions of business, media, government and NGOs’.
The survey goes on to find that:
Companies that are serious about building the relationships and the trust that they have with their customers would do well to heed the findings of the Edelman survey. They should also consider what adjustments they can and should be making to take into account of the shifting trust landscape.
Based on the survey highlights, here’s some suggestions as to how companies can build their trust dividend with their customers:
The world is changing and Edelman’s survey findings suggest that those companies that build the most trust with their customers will be the ones that are most likely to win. The winners are likely to be those that are more open, responsive and leverage the collective voices of both their employees and their customers.