Archive for 'Excerpt'

Corporations Must “Put on a Human Face” to Build Customer Trust

Posted on 20. Apr, 2012 by in Excerpt

Being more trustable to customers means that companies, their managers, and their employees, must behave in a way that demonstrates empathy. We can never really know someone else’s intention. Any person’s motive is internal to the person. It’s in the mind. All we can do is observe their behavior–what they do, how they look, what [...]

How Trustable Companies Use Customer Insight

Posted on 05. Apr, 2012 by in Excerpt

It’s a reasonable bet that very few customers would want to pay $25 a month for AOL’s dial-up ISP subscription – a subscription they don’t need and never use, and that they don’t really know they’re paying for. And most likely no one would actually want to incur NSF (insufficient funds) charges by accident. There [...]

Banking on Customer Mistakes

Posted on 31. Mar, 2012 by in Excerpt

Taking advantage of customers’ errors may seem profitable in the short term, but in the long term it erodes customer trust and leads to churn. Untrustable business models thrive in our economic system today largely because being untrustable can be highly profitable–in the short term anyway–and many businesses are managed almost entirely for short-term results. [...]