?? Building Trust: The Bedrock of Consumer Confidence ??

"It can take months, even years to establish and build trust, one false move and it's lost"

In the bustling marketplace, where products and services vie for attention, one element stands tall as the cornerstone of enduring success: Trust.

As consumers, we place our faith in brands that consistently deliver on their promises, those whose integrity shines through in every interaction. Yet, trust, once earned, can be fragile.

Consider this: A single misstep, a breach of confidence, can shatter the trust painstakingly built over years. In today's hyperconnected world, news travels fast, and reputations hang in the balance.

The impact on consumers is profound. When trust is compromised, confidence wanes, leaving customers questioning not only the offending brand but the entire landscape of options available to them.

Think about the disappointment of receiving a faulty product or encountering subpar service after placing your trust in a brand. It's not just a transactional letdown; it's a betrayal of the faith we invest in those we choose to do business with.

This is exactly what happened to me recently and I have wrestled with myself over whether or not to share my experience. I have decided I must as it is the perfect example of everything I evangelise about as a Sales Professional.

In 2016 I leased a Kia Niro, exciting times! Hybrids were really making their mark and I was pleased to be able to get on the ladder. It was without doubt the best vehicle I'd driven in years and I was extremely disappointed when it was time for it to go back. Having leased it for the maximum period of 5 years and growing so used to it being on the drive, I hoped to be able to purchase one in the future.

In February 2022, able to purchase from a dealership nearby a Kia Niro just 12 months old with a couple of thousand miles on the clock it was quite literally pristine. As part of the deal we purchased the usual footwell mats (rude not to) in addition to two full services. Peace of mind you might say - wrong.

I took the car in for the first of the two services purchased in advance in August of last year. My Husband called on my mobile to say "The garage have just called , cars up on the ramps, it needs two new tyres, they say it's advisory." I was somewhat perplexed to say the very least as at that time the vehicle had only just passed 10,000 miles. I said "We will leave for today if it's only advisory and get them checked in advance of it's first MOT." Now, I'm no fool, I check tyres, oil, bulbs on a regular basis, I could not see any cause for concern at all. No signs of perishing, no scuffs, plenty of tread, I struggled to see that they were in need of changing. Furthermore they are a well recognised market leading brand but I am not here to drum up trade.

Fast forward to earlier this month, March 2024 six months following the first service. Time for our first MOT, thank you Kia for the text messages and emails reminding us that it was due. I decided to book in to the local garage my Daughter uses here in Brackley. I dropped it down the night before and waited patiently for the call which never came. For some reason I honestly began to doubt myself and thought I'd probably get a call to tell me I needed at least 2 new tyres. After all, I had built a relationship with Kia over a number of years and believed I could be confident I was in safe hands. I eventually called the local garage to enquire if my car was ready to collect? The mechanic said "Yes, we did it first thing this morning, you can pick it up whenever you like." So I did, I drove straight down to the workshop to collect it and pay the fee. The mechanic handed over the MOT certificate and receipt and I casually asked him "So were there any advisories........?" to which he replied "No I'm afraid not! It's only done 17,000 miles." We had a good chuckle after I'd we'd chatted about why I half expected there to be at least 2 new tyres.

Will I use Kia in the future? Well I will have to as I have the next service already paid for in advance. Following that, probably not, I feel so disappointed and let down.

As businesses, we must recognise that trust isn't merely a buzzword—it's the bedrock upon which sustainable relationships are built. It's the difference between a one-time purchase and a loyal advocate.

So, how do we safeguard this invaluable asset? By prioritising transparency, authenticity, and consistency in everything we do. By listening to our customers, addressing their concerns promptly, and going above and beyond to exceed their expectations.

Let's remember: Trust is not a given; it's earned, nurtured, and fiercely protected. Because in a world where consumer confidence is the currency of success, trust is priceless. Let's build it, cherish it, and never take it for granted.

#Trust #ConsumerConfidence #Transparency #Authenticity #CustomerExperience #BusinessEthics #BrandReputation