In today’s world of consumer-based business, building trust with customers is everything when it comes to the longevity of a brand or product.
In fact, a 2019 study shows that over 80% of consumers consider their trust in a brand to be a deciding factor when spending their money. Unfortunately, the very same study reveals that only 34% of consumers actually trust the brands they use.
With such a large disparity between what matters to consumers and how they view the brands they use, it’s more important than ever for businesses to re-assess how they build customer trust and loyalty.
There are numerous reasons why a customer might lose faith in a brand, from failing to keep a promise to involvement with social issues and beyond. One misstep can easily turn a customer away.
You feel like your customers don’t trust your brand, or you know you’ve made a mistake that lost customer faith? The good news is that a loss of customer faith doesn’t have to be permanent.
Five ways to rebuild trust through marketing.
1] Publicly Address Your Problem Areas
Customers can lose faith in a brand for a myriad of reasons. Maybe your brand has received some bad reviews, or perhaps you made a marketing decision or social post that wasn’t received well.
Regardless of what caused your customer trust rates to fall, you need to address the problem. Even a single ignored angry review can have far-reaching ramifications for your brand’s image.
Statistics show that more than half of consumers expect a business to respond to negative reviews within a week. Additionally, 45% of consumers said that they are more likely to engage with a business if they see that it has responded to negative reviews. They want to see brands earn buyers’ trust by owning their mistakes.
Be sincere in your approach. Mistakes happen, and consumers understand that – but when a consumer perceives that your response is simply controlling the damage, and not heartfelt, they won’t want to rebuild trust.
Recognizing your mistakes and owning up to your company’s faults makes a huge difference when building trust with customers. If possible, go beyond simply responding to poor reviews and complaints – make it right!
Consider adding a personal touch with an apology email. For larger issues, post an apology on your social platforms. When a customer feels heard and understood, they are given a reason to trust you again.
2] Re-Share Your Privacy Policies
In today’s world, consumers have heightened cause to be concerned about how companies use their personal data and what measures exist to protect them. As a brand, it’s crucial that you re-iterate your commitment to protecting their data and privacy.
According to the Adobe 2022 Trust Report, up to 73% of customers are worried that the data brands collect will not benefit them. Another 84% stated that the two top ways for brands to regain customer trust after a data mishap are:
- Working to keep data safe and
- Providing consumers with transparency and control over how their data is used
3] Be Human
As mentioned, sincerity can go a long way in customer relations. Remember that your customers are, after all, humans. Avoid sounding like a robot in your written communications. Humanize your marketing language and be intentional when addressing what matters to your customers.
Whether you’re writing an email, producing a blog post, or responding to a review on Google, adopt a sincere, authentic tone that facilitates a personalized message. Emotion within writing, when used correctly, helps the reader feel personally connected to the communication.
Authenticity is key – not only does your brand need to have a human touch, but it needs to be believable and genuine in all of its marketing. Consumers can smell a disingenuous post from a mile away. Avoid this by being real and allowing yourself and your team to truly care about giving your customers what you promise.
4] Ask for Customer Feedback
Are you unsure about what’s really driving your customer trust and engagement down? Get out there and ask your customers!
You can learn a great deal by simply seeking input on your brand. When your customers see you actively working to improve, and allowing them to be a part of that process, your overall trust rating will likely rise.
Some unhappy customers will be direct; they will communicate their displeasure and tell you why you’ve lost their confidence. However, the large majority of unhappy customers will merely switch to a competitor without ever telling you they weren’t satisfied.
While running a business, it’s easy to become so focused on your own day-to-day that you lose touch with what matters to your customers and clients. Avoid this by frequently seeking their input on how you can improve.
Here are a few helpful ways to gain customers’ feedback:
- Customer service follow-up emails: After every customer service interaction, follow up with the customer to see if they feel their concerns have been addressed.
- Social media surveys: A short survey shared publicly on your social platforms will allow you to quickly understand what aspects of your service are important to your customer base.
- Popular review websites: Regularly check your company’s rating on third-party review sites. This will allow you to identify areas in need of improvement.
There are plenty of ways to include your customers on the journey to improvement. The important thing is that you continue to listen to what your customers are saying.
Unfortunately, there isn’t a one-size-fits-all customer-win-back strategy. Mistakes happen, but they don’t always have to yield a negative result. If you play your cards right, even bad hiccups can help you identify areas in need of improvement and better understand the needs of your customers.
Are you recovering from a loss of faith and focusing on building trust with customers?
Let us help you recover your brand reputation and earn back customer trust. Inbound.Studio has more than 15 years of experience in marketing, and we know what your audience wants.
Contact us today to set up a free consultation. We’re ready to learn your story, then identify the next steps to build trust.