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Our new Trust Index is an independent methodology, enabling you to measure, monitor and build trust with customers. It is a survey of your customers perceptions of how you perform across the Seven Drivers of Trust, indexed against other UK businesses, and is available to all members at an extra cost.

Below is a list of the most frequently asked questions:

Is the new Trust Index more suitable for B2B or B2C organisations?

Both: B2B and B2C marketers alike should work hard to build brands that not only win attention from prospects and customers, but also win the kind of trust that results in strong customer relationships and retention.

What is the ROI for the new Trust Index?

Our new Trust Index helps organisations understand how to improve their customers’ levels of trust, which in turn leads to improved CSAT and loyalty  

When should we run the Trust Index survey?

You can run your survey up to twice a year, as part of your regular trust survey at an ad-hoc time. It could also be conducted as a follow-up to business benchmarking for a deeper-dive in to areas for development (for example, if trust levels were lower).  

Can I use the Trust Index instead of Business Benchmarking?

You can and should use both. Our Business Benchmarking survey is inclusive of membership, whereas Trust is available as a specific deep-dive or add on to trust and gives you an alternative view of measuring customer perceptions  

How is the Trust Index score calculated?

Each of the seven trust dimensions are averaged so that each measure contributes equally within its dimension in order to create a score for each dimension. The seven dimension scores are then weighted together using the relative importance weightings from the driver analysis to reflect the contribution of each to overall trust. 

How does the Trust Index compare to the CII Trust Index?

The new Trust Index is non-sector specific, based on the 7 drivers of trust and highlights specific behaviours or experiences that are most likely to break trust.

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