Are you part of a low-trust organization? There are a surprising number of symptoms and tip-offs; perhaps the least obvious are in the organization’s products and services. This is fourth in a series of five. The other posts address warning signs from:
Product/Service Warning Signs of a Low-Trust Organization
Take a hard look at YourCo’s products and services. Not only do they provide tipoffs about high or low trust – they are themselves the beneficiaries (or victims) of high or low trust. YourCo’s market offering is very much tied up with trust.
Here are some product/service indicators of low trust at YourCo:
1. Innovation is low in YourCo.
- Pick five big-picture indicators of innovation and rank your organization vs. your competitors. If you rank high, you probably have a high-trust organization. Low? Then probably not so much.
- If you don’t rank well, you’ve got well-rehearsed excuses. “We’re like Apple, we’re not first in but we get it right.” “We focus more on service quality than on innovation per se.” But you know what? Apple innovates. Ritz-Carlton innovates. Just in different areas. What’s your area?
- The simple truth is, high-trust organizations foster high levels of innovation; low-trust organizations don’t. The lack of innovation is a canary in the coal mine; innovation itself is one of the great benefits of high trust.
2. Complaints are considered routine at YourCo.
- Nobody’s perfect? OK. But if a complaint about your product or service no longer produces pain or angst within YourCo, then you’ve lost trust. Customers will sense that you’re unreliable, and – worse – that you don’t care.
- Maybe this is just us, but we think those “please take a moment and rate your service” approaches hurt trust. They are automated; they leave no room for creativity; worse, they are all about YourCo and YourCo’s internal evaluation scheme. And worst of all, they pretend to be about the customer.
3. You don’t offer guarantees.
- If you’re a retailer offering $1.99 items, “satisfaction or your money back” is no big deal. But if you’re a professional services provider, the value you provide may be way beyond the cost you charge.
- What would it cost you to guarantee the cost of your service? If you’d lose money doing that – then maybe you have a service quality problem. The perception of not standing behind your service is that you yourself don’t trust it.
- If you do offer a guarantee but it’s in small print, and you quibble over it, you just lost the value of the guarantee. That means you view guarantees as a cost of doing business, and not as a sign of confidence and customer respect. That will cost you trust.
4. Information is not forthcoming.
- In this day and age, all customers – B2B, B2C – want easy access to every question they might have. The organization that gives you easy access to answers is the one that gets your trust. The organization that manages your access to information so that you only see what they want you to see when they want you to see it – that’s the organization that loses your trust.
- Put everything you can imagine on your website. That doesn’t mean it has to be all above the fold on page one; it just means you have to make it very available, and reasonably accessible. If I can’t find it, I infer you must be hiding it. And I don’t trust you.
- There are some questions I want help with; that’s when you make 800 numbers available, click here for live chat… If instead of those options I get, “this is a recorded message; please call back during the hours of…” that’s when trust declines.
5. You think you’ve got the hamburgers.
- In the early days of McDonald’s in Moscow, I’m told, customer service attitudes were hard to change. As one employee told a hapless American from corporate, “You people don’t seem to understand. You see, we have the hamburgers; the customers don’t. They should be nice to us.”
- Working from trust in business means you don’t trap people into doing what you want. Instead, you give them what they want; then let them live up to their humanity and give you what you want. The best way to create trustworthy customers is to trust them with your products and services.
The next blogpost in this series will be the last: client and customer tip-offs about whether you’re a low-trust organization.
Many Trusted Advisor programs now offer CPE credits. Please call Tracey DelCamp for more information at 856-981-5268–or drop us a note @ firstname.lastname@example.org.