Eighty-three percent of consumers globally rate transparency and ethical behaviour as vital to building trust, according to SAI Global’s inaugural Consumer Trust Index. Topping the list at 88 percent is a reputation for good quality products and services.
The global risk management firm surveyed 3,035 consumers globally between November 2016 and January 2017, to help businesses understand what trust means to them; how it is built, protected, lost and restored.
With technology rapidly altering and expanding public access to information, understanding consumer trust and knowing how to protect it is imperative. Trust is a powerful, valuable and fragile business asset – once lost, it can be difficult to win back.
The Consumer Trust Index indicates that 43 percent of customers would never return to a company following a data breach. Poor customer experience (31 percent) and poor treatment of employees (29 percent) would also keep customers away.
The report highlights three key areas that can help businesses minimise the loss of trust and protect it going forward.
- Handle failure well
Forty-seven percent of consumers strongly believe that trust can be won back if responsibility for a failure is acknowledged, systems to prevent repeat errors are established and quality service is ongoing. Companies that are vigilant in their response to crises and use a risk management framework to prepare and guide them through are more likely to win back the trust of their customers.
- Embed a risk-aware culture
Eighty-two percent of consumers believe excellent customer service and providing quality goods and services are signs of trustworthiness. The use of quality management systems that embed a risk-aware culture are essential for companies to deliver a positive customer experience and build trust.
- Take an intelligent risk approach
Taking an intelligent risk approach (identifying, managing and optimising risks), will help organisations minimise consumer trust issues. This enables organisations to focus on strategic goals, understand their risk appetite and allow them to take advantage of opportunities – all while building trust with their customers.
For more information on how to manage risk intelligently to protect consumer trust, visit the full report: ‘The Consumer Trust Index: What your company needs to know about trust.’
About SAI Global
SAI Global is a provider of integrated risk management solutions, with its head office located in Sydney. The company expands over 28 countries and 51 locations across Europe, the Middle East, Africa, North America and Asia Pacific. Click here for more information.