Strategic KPIs do not move because they appear in a plan. They move when people change what happens at the touchpoint. That is where the customer hears your message, tests your promise and decides whether to continue. If the experience does not build the right trust, the strategy loses force before it reaches the number that matters. So clear a little bandwidth and ask one practical question: “What does my customer need to and would love to trust us for right now?” That quest

Price, performance, and reliability are just the ticket to play. So why is it that the biggest players in almost every category are all stuck at the same average trust scores? It comes down to two things: Perception and Perspective. 1. The "Logic" Gap If you aren't more trusted than the field, you don't have a trust advantage. Effectively, you have given your audience no logical reason to trust and choose you over the others. You are a commodity. In many categories, all play

From the Chair of TrustLogic® The years 2004 and 2005 were a watershed for corporate governance and metrics. Within those twenty-four months, the three concepts that define modern growth drivers were born: RepTrak was launched, NPS (Net Promoter Score) went mainstream, and we finalised the development of TrustLogic®. Two decades later, most boards and executive teams are drowning in the data NPS and reputation tools produce yet rarely stop to consider how they work in reality

“Understanding the Six Buckets of Trust® has given us a whole new playing field to build, manage and refresh trust with our customers.” That was the feedback from one of our senior executive clients. We need to move away from the outdated notion that trust is just a serious, warm, cuddly or safe thing — something passive or defensive. It’s equally about creating excitement, belief and momentum. Take the Development Trust Bucket . This is the trust in your ability to succeed

You’ve probably seen it before. A brand dominates awareness. Usage looks strong. The numbers say everything is fine. And then trust enters the conversation — briefly. We nod. We agree it matters. And almost immediately, the organisation drifts back to safer ground: Reputation. NPS. Engagement. Satisfaction. Why? Because most organisations don’t actually know how trust works and tell themselves another proxy measure is "close enough". So when the result shows up, the conversa

Looking at responses on a 0 to 10 scale, customers who gave 0 to 6 scores weren’t very loyal. They didn’t spend much and often needed a lot of service, which made them a costly group. Scores of 7 and 8 showed some positive sentiment but no strong loyalty or growth. But the 9s and 10s? They behaved differently. They stayed longer, spent more, and actively recommended. So, the NPS formula was created: subtract the percentage of detractors (0 to 6) from promoters (9 to 10). The

One of the biggest misunderstandings in business is the idea that trust is all about comfort, safety, and reassurance. It isn’t. Trust is how people make decisions. They don’t split hairs — they go with the one they trust more. Full stop. Which means your ability to build more trust than your competitors isn’t just nice to have — it’s your single biggest competitive lever. Because when they trust you more, they choose you. They give you their time, money, effort, loyalty,

The Opportunity A leading media company was facing stagnation and growing internal pressure as audiences and advertisers shifted rapidly across digital platforms. Customer churn was rising, confidence among staff was declining, and transformation efforts had stalled. The business needed to restore belief — internally and externally — by rebuilding trust, reenergising relationships, and reigniting growth. The goal: to create a brand and experience transformation anchored in ve

Most organisations stop at the basics of trust—being reliable, secure, and ethical—but that only gets you so far. To achieve top scores on trust and NPS, you need to go beyond hygiene factors and build the kind of trust your audience wants to give you. TrustLogic® helps map these deeper trust desires, unlocking stronger relationships, higher performance, and exponential impact on your KPIs.

The Opportunity: Despite continued investment, the brand was underperforming . Growth stalled, ROI was weak, and marketing effectiveness...

Trust matters everywhere — with customers, your people, investors, regulators, and the media. But most importantly: do you know how to...