A week ago I discussed building trust.
Trust is a difficult thing to build with friends let alone consumers. So how do you get there?
- Awareness
- Preference/Consideration (Transparent and Authentic - you have to be open to sharing - warts and all)
- Retention and Loyalty (Consistency builds TRUST which becomes the ultimate company/shareholder reward)
I must admit my focus has been CLIENT TO CUSTOMER focused. Probably because that is where I spend most of my time thinking. However, trust and building a sense of value and purpose throughout your own organization is just as critical as applying concepts to marketing endeavors.
Recently I read an article in Harvard Business written by Rosabeth Moss Kanter entitled Inside Procter & Gamble's New Values-Based Strategy .
Kanter highlights: “Any business can adopt a variation of this strategy if leaders understand the rising importance of values. Leading with values is important for the new generation of employees, for finding innovations in underserved markets, and for getting respect from the public and favorable treatment from government”.
I totally agree. Companies that start thinking this way will be well on their way to building Retention and Loyalty.
