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Who Do You Trust? Improving trust through customer service


Discover what drives customers’ trust in organisations. Our latest Breakthrough Research examines the influence of customers’ experiences with organisations on their levels of trust. We identify the most powerful actions organisations can take to create sustained trust, or to damage it. We also assess the impact of trust on buying behaviour, business and financial performance.

Download the research report to discover the most important things organisations can do to build or damage trust ?

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As the business environment and our lives become more complex, trust has become more important and arguably more difficult to sustain. The research reaffirms that trust is linked to higher levels of customer retention and recommendation and can help organisations improve efficiency and reduce cost.

The Covid-19 pandemic has highlighted the importance of trust between organisations, customers, suppliers and partners in enabling organisations to adapt successfully to changing and unpredictable conditions. This research, which draws on the perspectives of customers, senior executives and employees, identifies the most important things organisations can do to build or damage trust. It shows that an organisation’s reputation for customer satisfaction, quality of products and services, competence, reliability, transparency and being treated as an individual are customers’ highest stated priorities for trust. In addition, an organisation’s ethical behaviour – the sense it does the right thing in its governance, the way it treats employees and its impact on society – has a particularly strong correlation with high levels of trust. Empathy and care are critical in the context of customer experiences that have high personal importance, or when dealing with vulnerable customers.

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