Never before in the history of sales or marketing has the average consumer held this much power. With mobile tech and social media at our disposal, voicing concerns and influencing the decisions of others has become simple. No customer will buy from a brand without trust, and Australians are one-step ahead. According to the 2018 Customer Experience Excellence Report, integrity is one of the main drivers of advocacy in the Australian market. Trust and integrity are central to creating an enriched customer experience.
Why is trust given so much weight?
“Trust is the easiest thing in the world to lose, and the hardest thing in the world to get back.” – R. Williams
Trust is more important than ever before, but the mechanism to build it has changed dramatically over the years. Trust is given more weight while buying a phone plan because it’s something companies have to earn. Once the service provider has gained trust, it helps ensure a long-term commitment.
That being said, there are many areas where trust is not being given to telcos by customers. In 2015-2016, the Telecommunication Ombudsman received 28.8% more customer complaints about their mobile service provider. There is clearly a great deal of room for improvement.
Why trust is essential while buying a phone plan
Building trust takes time, and it takes a lot of hard work. But, it’s doable. Unless a customer trusts the speed of internet or knows that calls won’t drop out in phone plan, they’re less likely to deal with the brand.
Concerto marketing group released a study that revealed 83% customers recommend a brand they trust, and 82% of customers continue to use that brand for a lengthy period. When the customers trust their phone plan, they’re more likely to remain loyal and giving the companies a chance to pass on their profit either in the form of cheap data or low-cost phone plans.
The technology-driven customer is cynical and is curious to know whether their mobile service provider is trustworthy. Every interaction of the brand with the customer should align with the values and integrity for the customer to start building trust.
In short, customers who trust a brand are likely to become a brand advocate which helps in increasing the fan base. Today, without trust in doing business and fulfilling the customer requirement is difficult. With so many options available in the market, consumers are giving attention to the integrity of the phone plans and to their mobile service provider.