BRITTON MANASCO

What does it take to earn the trust of key decision-makers and influencers in today’s turbulent economy?

It’s no longer simply about product features or service capabilities. When your customers are making a significant commitment and putting precious dollars (even their own business) at risk, they expect more than ever before. They want a helping hand and a guiding oar. They aren’t just investing in your solutions; they are investing in a promise of superior returns and best practice. They are investing in your company as a leading advisor and authority who is ready, willing and able to help them navigate a challenging period in economic history.

That is why buyers will increasingly gravitate towards thought leaders.
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NICOLETTE WURING

Garage Tip: In Today’s Low-trust World Your Promises Are Less Likely to Be Believed. Focus Instead on Improving Your Ability to Deliver Meaningful Interactions With Customers — the kind that Build Trust

A cable company in Europe launched a re-branding soon after a roll-up of acquisitions by a group of venture capitalists. The investors demanded that the re-branding take place almost immediately.This was not only premature and meaningless to employees and customers, it proved harmful.
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NICOLETTE WURING

Editors Note:

General Electric’s Jeff Immelt recently noted that the global economy is not simply undergoing an economic downturn, but an emotional, social and economic reset.

Is your management team feeling panic about that? Applying the thinking developed by the trustmeisters here in the Reputation Garage can help. If Mr. Immelt is right, and we think he is, your management team will need to radically change its playbook. And not only have the rules changed, there is not yet a lot of clarity around what the new game board looks like.

Below our newest “trustmeister,” Amsterdam-based Nicolette Wuring, offers thoughts as this relates to her specialty: customer advocacy, operations and service. In a follow-up piece, Nicolette will offer tips for keeping customers in this rough and tumble environment.
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