Making a trustworthy impression on today’s consumers is more challenging than ever. Customers must navigate oversaturated markets and sift through marketing claims to discover the products and services that best meet their needs. So, it’s unsurprising that once they find the “right” company, they’re oftentimes still skeptical. Here are five ways to earn customer trust and increase your business’s credibility.
1. Provide excellent customer service
In the age of same-day delivery and chatbots, customers have come to expect a stellar experience. However, when customers are dispatched through multiple customer support channels without a quick resolution (or no response at all), they quickly lose faith.
According to Forrester Research, 77% of customers say that valuing their time is the most important thing a company can do to provide good online support. So, make sure that your customer service representatives are readily available, whether through phone, email, social media, or chat support. Look for opportunities to streamline support processes through automation. And leverage technology to help minimize the number of issues that come up.
2. Build mindshare with engaging webinars
Sharing your expertise through a webinar helps build brand awareness and increase trustworthiness. A webinar provides a valuable service to customers and prospects. It also demonstrates that you have mindshare in your field. You can even enhance your webinar by partnering with a guest speaker from your industry or target market. Leveraging your relationships with key clients or analysts in your field can help increase visibility and generate leads. Plus, compared to other marketing strategies, leads generated through webinars are more credible since attendees are often more interested in what you have to say and offer.
3. Optimize your website
According to the eCommerce Foundation, 88% of consumers research product information before purchasing online or in-store. So, it’s essential to deliver a great digital experience. Review website traffic and examine bounce rates. If people click through to your site to leave immediately, something is wrong. Either your website is driving them away, or your website is turning up in unrelated searches.
When evaluating your website, focus on the user experience. Is it easy to navigate, and can users easily find what they’re looking for? Are pages uncluttered with clear headings and plenty of white space? Are pages optimized for search engines? Is content relevant to users’ online searches? If your website is missing the mark, consider hiring an expert to make the most of your online presence.
4. Highlight testimonials
When was the last time you purchased something without looking at a review? Today’s buyers are looking for reviews, too, but they can come in several forms. Customer reviews—like the ones you’d see on Amazon—are critical to consumers. In fact, 88% of consumers trust online reviews as much as personal recommendations. Consider investing in a customer experience platform. These platforms create automated touchpoints with your customers, including asking satisfied customers to review your product or service.
Case studies, on the other hand, are meant to show real-life customer success stories that demonstrate a return on investment (ROI). Identify customers with whom you’ve had a great business relationship and evaluate how your product or service has impacted their business operations. If the results are strong, ask them to be part of a case study.
5. Validate marketing claims
Validation from independent third parties helps establish credibility with customers. Consider pursuing relevant industry certifications or other accreditations to differentiate your product. Additionally, validate marketing claims with an independent organization to assure prospects that your products perform—or outperform—the way they’re supposed to. Marketing claims validation can run the gamut from exploratory consultations to thorough hands-on testing and complement testimonials by validating specific aspects of your product or service.
In a saturated global market, brand credibility is vital. Earn customer trust by providing stellar customer support, demonstrating mindshare through webinars, optimizing your online presence, leveraging testimonials, and validating marketing claims.
