The best businesses build trust with their customers. Here’s some simple tactics that could help you build trust with me as a customer:

1. A handwritten personal note
2. A phone line direct to you (or your mobile)
3. When your people say ‘Good morning Andy, we were expecting your call’
4. A postcard or letter that acknowledges the specifics of the ‘customer comments’ card I took the time to fill in for you
5. Frontline people who can make a decision ‘on the spot’
6. Asking my opinion on a proposed new product / service / idea
7. Saying ‘No, we can’t do that, but here’s who can…’
8. Follow up calls to check that everything is ok
9. Receiving only relevant, value adding post and emails from you
10.  Transparent pricing – no hidden costs (budget airlines please take note!)
11.  Real signatures with PS’s, not printed, pp’d or anonymous squiggles
12.  Personal stuff about the people who’ll be working with me / looking after me
13.  Acknowledging when you get it wrong, saying sorry and sorting the problem quickly
14.  Support / help / customer care lines that don’t ‘cost me’
15.  People who ‘know their stuff’, ‘speak my language’ and give me advice
16.  Ensuring that your number is displayed when you call me
17.  Giving me the same deal as the new customers you’re trying to attract
18.  Making it easy to ‘unsubscribe’, ‘opt out’, say ‘no’
19.  No ‘small print’
20.  ‘Conversations’ rather than ‘talking at’ in your calls, emails and letters

Let’s be clear. Taking these steps also provides plenty of opportunities to get things wrong, so it’s vital that this is no cosmetic exercise. I can’t guarantee they’ll work, but have a go. They could seriously help you develop more trusting relationships with your customers.

How do I know? Trust me, I’m a consultant!

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