Trust is fundamental to all relationships – including commercial ones. If two parties aren’t able to trust one another, then they won’t be able to do business. After all, a customer who doesn’t believe that a vendor will fulfil their promises might be unlikely to place an order.
Building trust among customers often isn’t a question of a few grand gestures. Rather, it’s about doing simple, small things on a consistent basis. Let’s take a look at a few key principles to abide by.
Be transparent with your communication
When customers feel that they’ve been misled or outright lied to, their trust might rapidly dissolve. For this reason, it’s worth getting across as much information as possible, and ensuring that the information in question is accurate. If you’re doing this via your website, then making sure the layout is clear and legible is essential. After all, information that can’t be located and consumed is not likely to be useful.
This applies to information of all kinds, including pricing, delivery times, and stock availability. Be clear in your communication, and provide relevant information promptly – especially when things are going wrong.
Deliver on your promises
If the retailer promises that a package will be there on a particular day, and the reality doesn’t match this promise, then the customer might be unlikely to believe the same promise again, or any other promise made by the same retailer.
Next-day delivery services are increasingly sought after by time-conscious consumers. Make sure that you offer them, especially if the goods you’re shipping are likely to be needed urgently.
Consistency means credibility
We’ve already mentioned the value of delivering consistently, but it’s worth dwelling on exactly why it matters. If customers feel that the quality of service isn’t going to be reliable, then they might factor this into their decision. For example, if they’ve ordered the same item ten times, and it’s been late once, they might (rightly or wrongly) judge that this means the failure rate is around 10%. This can be a dealbreaker for many, especially if rival businesses are more consistent. Note that failures tend to stand out more than successes, especially if they’re recent. Thus, in this scenario, 10% might actually be an overestimate.
Add extra value
Going the extra mile to make a customer feel wanted, and providing them with extra sweeteners and additional value can help to establish your brand as worthy of trust. The extra value you provide might take the form of a loyalty scheme, a follow-up email, an update, or simply a level of service that goes above and beyond what’s expected. Offer something extraordinary on a regular basis, and you’ll be repaid with loyalty for years to come!
Why Customer Trust Matters in the Long Run
Customer trust is not built overnight, but once it is earned, it becomes the strongest foundation for long-term success. When people trust your business, they don’t just make one purchase and disappear; instead, they return again and again because they feel confident in what you offer. Trust also leads to word-of-mouth recommendations, which are still one of the most powerful forms of marketing. A happy and trusting customer will tell their friends, family, and even share positive reviews online—helping your business grow without additional advertising costs.
