accidentally try to order the same song twice from iTunes, you’ll be warned
that you already own it. This isn’t because it would be illegal or unethical
for Apple to profit from your forgetfulness—there’s a clear business reason.
The leaders of iTunes realize there’s no better way to make you trust them than
to be totally honest when you least expect it.
In the age of the
Web, smartphones, and social networks, every action an organization takes can
be exposed and critiqued in real time. Nothing is local or secret anymore. If
you treat one customer unfairly, produce one shoddy product, or try to gouge
one price, the whole world may find out in hours, if not minutes. The users of
Twitter, Yelp, Epinions, and similar outlets show little mercy for bad
behavior. The bar for trustworthiness is higher than ever and continuing to
Don Peppers and Martha Rogers argue that the only sane response to
these rising levels of transparency is to protect the interests of customers
proacatively, before they have a chance to spread negative buzz—even if that
requires spending extra money in the short run to preserve your reputation and
customer relationships in the long run. The payoff of generating extreme trust
will be worth it.
The authors show how this trend is playing out in many different
sectors. Among their insights:
• Banks will
soon have to stop relying on overdraft charges because depositers will expect
advance warnings of low balances.
• Retailers will be expected to remind shoppers when they have unused balances
on their gift cards.
• Credit card companies will have to coach customers on avoiding excessive
• Cell phone providers will win more business by helping customers find the
cheapest calling plans for their usage patterns.
• Health insurers will make recommendations based on improving long-term health,
not increasing their revenue.
The companies that Peppers and Rogers call “trustable” remember
what they learn from each interaction, and they use these insights to create
better and better customer experiences. They focus on winning the long-term battle
for trust and loyalty, even if the dollar value of that trust is hard to
With a wealth of fascinating research as well as practical
applications, this book will show you how to earn—and keep—the trust of
everyone your company interacts with. Download and start listening now!