Even if consumers are increasingly “volatile”, it can be noted that brands that benefit from a strong confidence capital enjoy high rates of loyalty. There iseven a protecting effect: customers with a high level of confidence towards a brand are three times more likely to forgive it for an error and to remain loyal, despite setbacks.

How can you create and consolidate this confidence? Deloitte Digital investigated it in its study HX TrustID Customer Survey. Covering more than 200,000 responses, focusing on 500 brands, it allowed it to identify four pillars of trust:

• The humanity of the brand: does it treat its customers with fairness and empathy?

• Transparency: does the brand openly share information, its choices, its motivations?

• Competence: does the brand produce quality products?

• Reliability: does the brand consistently keep its promises?

Improving its scores on each of these tracks has enabled the Wall Street Journal, for example, to significantly increase the level of confidence of its customers. A checklist to remember for your next marketing studies?

Source: 4 Questions to Measure—and Boost—Customer Trust, Ashley Reichheld, Amelia Dunlop, Harvard Business Review, November 2022.