Case study: Reverse Business Decline and Grow Client Advocacy with a Brand and Experience Trust Strategy.

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 verified trust drivers that could rebuild momentum and confidence across t

he organisation.

The Approach

The TrustLogic® analysis revealed the underlying cause of declining performance — a critical gap in Development Trust, the belief that the company could help customers grow and succeed. This trust dimension was both the lowest performing and the most important to customers.

Step 1: Define. Quantitative and qualitative TrustLogic® research with customers and employees identified the key trust drivers and inhibitors. While Development Trust was below the critical trust threshold, the research also uncovered significant trust equity that had never been fully leveraged — strengths that naturally built belief with customers.

Step 2: Design. Through collaborative workshops, we identified three key messages proven to build Development Trust most effectively. Together with the marketing, sales, service, and communications teams, we co-created a trust-optimised transformation plan designed to integrate these messages across every interaction.

Step 3: Implement. Teams were equipped with practical tools, trust-based messaging, and call scripts that reinforced relationship, competence, and benefit trust. By embedding verified trust drivers into their daily engagement, sales and service teams were able to rebuild confidence in real time.

The Results

The impact was immediate and measurable.

• NPS and overall trust increased by 10% within four months.

• Development Trust rose by 19%, becoming the strongest predictor of customer advocacy.

• Sales callbacks occurred the same day as training — compared to five follow-ups previously.

• Sales call times dropped by one-third, improving both efficiency and conversion rates.

• A key account team retained a major client and increased sales fourfold within four weeks.

• Internal trust and morale improved significantly, reflected in lower staff turnover and stronger collaboration.

  
  

This trust-centered transformation restored belief, rebuilt performance, and redefined how the company connects with customers — proving that game-changing growth begins with trust.

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