Take it from basic trust to trust desires

Take it from the trust basics to the big trust league.

Too often, we stop at the minimum deliverables or "Hygiene Trust" when it comes to trust and building trust. We misunderstand it as just being reliable, secure, and ethical, and then expect top marks.

But in most markets today, those basics are a given. Delivering them won’t get you far. It certainly won’t get you to a score of 8, 9, or 10 out of 10 on trust.

Agree?

If you do, then you’ve probably also realised this:

If most of your audience score you a 7 or 8 on trust, they’ll likely score you the same on likelihood to recommend. Which makes them passives, not promoters.

And in the context of NPS, that’s a problem, considering trust drives around 80% of how people score the NPS question.

But instead of tackling that head-on, where do most teams look? They zoom in on isolated touchpoints like "speed", "responsiveness", "one-touch resolution". They try to get people to score 9 or 10 on the NPS question, without realising they’d first need to score 9 or 10 on trust.

And they won’t, unless you go beyond the basics.

That’s where your audience's "Trust Desires" comes in.

It’s the layer of trust people wish they could give you. It’s built on things they suspect but aren’t sure of, like:

• How you invest in technology

• How you train your people

• How you solve problems creatively

• How your values hold up under pressure

• How you think long-term, not just quarter to quarter

  
  

These things rarely show up in your CRM or customer journey maps. But they matter. They’re the difference between being a 7 and being a 10.

We built TrustLogic® to map that difference and provide your organisation a precise way of building trust that would go beyond increasing your NPS, exponentially impact all of your internal and external KPIs.

So if your trust levels, and your KPIs, are stuck, don’t optimise the surface.

Build the trust they want to give you.

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