It’s been said that we do business with people we “know, like and trust.” That’s why most integrated marketing tactics, such as content marketing, are centered around establishing trust with consumers.
In its list of the area’s Most Trusted Brands for 2013, The Orange County Register recognized In-N-Out Burger, Costco, Vans, Trader Joe’s, and the Auto Club, among others. Let’s examine some of the common traits that go into building consumer trust, as practiced by Orange County’s most trusted brands.
Have a Purpose
Any company can write a mission statement. But a true mission requires a guiding sense of purpose. Your entire enterprise must be able to understand and deliver on the company’s institutional promise. And if you can’t do something well, cut that part out of the business to maintain credibility.
As Vans President Kevin Bailey tells the Register, “Get to the root of what you stand for as a brand. That is more critical than the product itself in building consumer relationships.”
Deliver Quality
Everyone on the team needs to live the company mission. Successful business leaders know how to inspire their troops to constantly meet the needs of customers by delivering a quality product or service, even as those needs evolve.
Auto Club CEO Robert Bouttier advises, “Have a relentless focus on quality – whether it’s providing products or delivering legendary service at affordable prices.”
Empower Employees
Front-line employees working with the public should have the authority to resolve most issues to satisfy the consumer’s needs. So why do so many workers always have to always check with their supervisor?
Trusted brands know how to trust their staff with the responsibility to work quickly with customers by using their best judgment, then asking for managerial permission later, when necessary.
Costco has earned a reputation for empowering its employees in their efforts to satisfy customers. Costco Senior Vice President Bruce Greenwood tells the Register, “We don’t want to over-manage them or measure their performance every two seconds.”
Listen Carefully
Paying careful attention to both positive and negative feedback is essential to earning the customer’s trust. As told by Carl Van Fleet, vice president for planning and development at In-N-Out Burger, the trick is simple: “Make sure you clearly understand your customers’ needs, desires and expectations. Deliver your product to meet or exceed those things and then let your customers tell you how you’re doing. You really have to listen, though!”
