Earn Trust To Gain Recommendations

We recently published the 2011 Temkin Trust Ratings. But why should companies care if their customers trust them? I think we all have a strong intuitive sense of the answer, but I decided to “run the numbers” and analytically look at how trust relates to one element of loyalty: the likelihood to recommend.

My analysis is based on a study of 6,000 US consumers and their relationships with 143 companies across 12 industries. Here’s what I found…

The data is pretty clear: consumers that trust companies are likely to recommend those companies, but they won’t recommend companies that they don’t trust.

The bottom line: If you want consumers to recommend you, then you need to first earn their trust 

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

One thought on “Earn Trust To Gain Recommendations”

  1. Thanks for this post Bruce. I think your study clearly demonstrates the importance of trust in building a pipeline of customer based referrals. Do you think the breakdown is as high for B2B markets? Specifically, I would be interested in seeing whether or not trust had as large of an impact in markets where the user and buyer persona were different people.


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