Tracking your brand indicators and attributes is a critical aspect of brand performance management.
With trust driving most of your performance indicators (more than 75 per cent of NPS, CSAT, loyalty, consideration, and reputation), tracking your trust drivers is a powerful way to improve performance and empower your teams to build more trust.
The Six Buckets of Trust, or TrustLogic®, as the psychological model is called, was developed in collaboration with psychology professor Wilhelm Salber and psychologist Barbara Grohsgart, and it is: - Scientifically proven - Statistically sound and measurable - practically proven with clients from AXA to World Vision. TrustLogic® is made up of six distinct kinds of trust (relationship, vision, development, benefit, competence and stability) — and our TrustLogic® Model correctly visualises them. Think of the six kinds of trust as The Six Buckets of Trust® that you need to fill, and you have the right idea of how to build more trust with your stakeholders.
All you need is the application for analysing your trust and building and managing it.
What customer want to trust for changes over time.
Even though, psychologically, each of the six trust buckets is equally important, depending on brand knowledge, the socio-economic, political, regulatory and competitive environment, they shift. For you, this is an opportunity to be ahead of the curve, to see the trends earlier and actively manage your brand trust, dynamically. In this example we tracked a bank’s brand trust drivers over three years and found that customers placed different importance on the trust buckets each year.
In terms of their competitors, the different trust buckets shifted differently for their competitors.
This methodology guides your teams in terms of the kind of messages, attributes and features that can be highlighted to build more trust and improve your brand performance indicators.
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