Trust is the cost of entry to collaborate with the empowered consumer². Our Trust Lens helps you understand where your business stands on trust and what the global trust breakdowns mean to your consumers. We’ll guide you through the ensuing ripple effect created by these breakdowns and help you navigate through the new normal.
What do the trust breakdowns that are happening on a global scale mean to your business? All brands and organizations are affected, whether they know it or not. Newly empowered customers are considering virtually every choice anew, including those surrounding their once-favorite brands. How brands behave today will determine their legacy for decades to come. As effective brand stewards, it is our job to make sure that the decisions our companies make represent the right moves to build and maintain trust, and to do so in ways that resonate with how consumers are changing and where they are going. Success depends critically on a strategic plan that demonstrates how a trust lens can bring issues clearly into focus, resulting in better decisions in matters large and small, immediate and long-term. Blogalytics provide real-time learning so we can adjust accordingly.
The Unit 7 Trust Lens is the CRM framework we use to underpin our Trust Relationship Management (TRM) process. There are four key areas of focus for the Trust Lens:
- Vulnerability
- Stamina
- Empathy
- Integrity
TRM deepens what all human beings value most – trust. TRM is a discipline that proves to consumers that the brand is listening and responding in a genuine way at each touch opportunity. Trust takes root when consumers feel listened to, deeply understood: “Your concerns are my concerns.” TRM goes beyond a brand’s personality to engage consumers at the level of the brand’s character. The power of TRM is that it naturally fosters loyalty, advocacy and reciprocity; it takes a brand from transaction to relationship. In the TRM process, efforts including research, strategy, creative and digital are seamlessly integrated into multi-channel campaigns, focusing on a single goal – trust. The Trust Lens is the tool we use to assess our efforts, answering the question, “Does this program reflect deep empathy for the customer? Will it engender trust?”
