“Trust me.” We hear it often, but how frequently is the advice taken?
Trust is a tricky thing. It’s something that can only be built through time, work, and effort. Yet it can be destroyed instantly.
Within our everyday lives and relationships, it’s a common theme: either you trust someone or you don’t. How you treat them, how you speak to them, and the entire basis of your interaction is founded on that premise.
Products and companies face the same thing. They must build and maintain trust with their users and customers. This realization is why marketing and user experience are such important aspects of how businesses grow and operate today. Brand loyalty and customer trust are incredibly powerful things to own.
This topic was brought front-and-center when the news around the NSA was released. And it’s no surprise that all of the big companies quickly ran to say, “No, we weren’t helping our government! We swear, we were looking out for you!”. It’s because they understand the importance of trust and confidence.
This is one of the bigger, long-term issues Facebook is looking to address. They need to convince developers and consumers that they can be trusted; and they know it. I’ve touched on it here and Sheryl Sandberg stressed it at the D11 conference this year. They have 1/7th of the world’s population on their platform and trust is one of their highest priorities. Why?
Because building trust with customers creates a sense of confidence in your products and your brand. Confident, trusting users equal returning users. And continuously delighting your returning users develops loyalty and word-of-mouth marketing that enables a brand to start building trust with new customers. Apple and Amazon are two tech companies who have built empires using this model.
It’s not easy to convince someone to give you their credit card information and charge them electronically. But if you get them to that point and create a thorough, transparent, and friendly experience… you’ll have reduced future friction and taken a step towards building that trusting relationship.