Many companies strive to make their customers’ lives easier through digital engagement. While customers may enjoy faster and more personalized service, their experiences are hardly stress-free. Making purchases online comes with risks, and companies that fail to protect their customers lose trust. Indeed, Edelman’s 2017 global Trust Barometer revealed the biggest decline in consumer trust since the study was first introduced five years ago. With the number of data breaches that have occurred in recent times, it’s no wonder that customers need reassurance. So what does this mean for your brand? Now, more than ever, earning trust means giving your customers completely secure online experiences in a proactive manner. Here are five ways to build customer trust in our digital era.
Your brand should always convey clear and consistent information. Customers should find brand content reliable and never feel deceived by misleading language. For example, prices and return policies should be clearly outlined on your website, and customers should not be given conflicting information on other channels. In addition, customer service hours should be accurate, and all content should be updated to reflect brand-related news. Lastly, making sure that all content is free of spelling and grammatical errors also sends the message that your company is professional and cares about delivering the best support to customers.
Customers need to know that their data is protected when they purchase from your company. Secure each purchasing process by using trusted methods of payment and featuring their icons on your brand channels. Ask customers to create passwords before logging in to make purchases, or ask security questions before they proceed. Once the purchase is completed, be sure to send confirmation numbers and let customers know how they may reach your brand should they have questions regarding their purchase.
One way to prevent security issues is through better agent training. For example, agents should be taught to use your company’s security tools properly and follow a protocol. They may also learn how to identify suspicious activity and how to handle such situations. The more empowered your agents are, the more they will be able to deliver secure and satisfying customer experiences.
Customers have a right to know how their data is being used. Be sure to have a clear privacy policy that can be accessed at all times. If your brand wishes to share data with third parties, you must always ask for permission and give customers the right to opt out.
Many people like the idea of self-service, as it can save time and effort. But that’s not the case when such tools are not optimized.A BT study found that, while 73% of respondents liked using digital self-service tools, 92% experienced problems using them. When offering customers self-service options such as IVR menus or video tutorials, make sure the technology works properly. Ask employees to test the tools themselves and assess if the experience is indeed effortless. Self-service is only favorable to customers if it makes their lives easier. Winning customer trust means making a dedicated effort to stay one step ahead of potential issues. By communicating honestly and clearly with your customers while working hard to protect their personal information, your company is sure to earn their trust.
