Persuasion
Trust is a customer's willingness to be exposed to a company before having proof that things will go well: handing over personal data, paying in advance, coming back after a problem.
It is built on promises kept and on transparency about how data is used, and it is lost in a badly handled internal hand-off, because the customer judges the whole company by the department they spoke to last.
An example
A customer switches provider and an invoice that is not yet due ends up with debt collection, with a stream of reminders that look like an attempted scam. The lost payment is the small part of the damage: that customer will tell the story to anyone considering that supplier.
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