Why Customer Trust is Important and How You Can Earn It
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Why Customer Trust is Important and How You Can Earn It

CEDIA
Aug 03, 2015

Every business owner knows their customers are their biggest asset; without customers, there would be no purpose for the business at all.

But getting customers isn't enough. You need to retain them and use your relationship with them to promote yourself to other potential consumers.

However, this can only be done once trust is established and a relationship is formed.

So how do you go about building trust? Completing quality work is of course a start, as is keeping open lines of communication. Additional factors include:

Don't Make Promises You Can't Deliver


It is easy to promise excellence, but failing to deliver on that promise can harm your relationship with customers, regardless of whether they have been customers for some time or are brand new. According to Salesforce, telling a customer "no" or responding in a way that seeks to please instead of revealing the truth can cause friction in the job. A consumer has certain expectations, and you should be honest about the reality of meeting those expectations. If it can't be done, say so, then work together to find a new solution.

Don't Keep Bad News From the Customer


If something goes wrong in a project, don't withhold information from the customer. Sooner or later, they will find out, and then you will have an even bigger problem. You can't make bad news better by hiding it. If something goes wrong, tell the customer right away.

By doing so, you let the customer know they can trust you and your team. They want to know they can not only count on you to get the job done, but also to be honest about any problems that may arise.

Respect the Customer


Your customer may have their own opinions or ideas about how they want a project to progress. Even if their ideas conflict with yours, at least hear them out. Demonstrate your willingness to listen, and then respond kindly, whether in agreement or not.

Establish Credibility


If your company demonstrates positive consistency in all that it does, from installations to inter-office communication, customers are going to notice. Additionally, when customers trust a company, they tend to recommend the business to their friends, family, and neighbors.




For additional business tips and resources, visit the CEDIA resource library.



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CEDIA blog posts are intended to provide general information and should not be regarded as legal opinions or advice.

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