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Growing Trust

01 February, 2011 - Source: The Financial Services Forum

Every day customers interact with hundreds of products and services, thousands if you include communication messages as interactions. While the volume has exploded, the time provided for each has reduced dramatically.

So how does consumer decision making handle the vast number of interactions with little time for deliberation? What signals, proxies and approximations do consumers use today in the stead of time-intensive decision making processes? Do brand-customer relationships still matter in a world of ‘faceless’ interactions? And therefore what role does trust play in those relationships?

Attempting to answer these questions is the basis for this series of Portrait Thinking Discussion Papers. This initial paper explores the background to and current customer relationship environment, why customer trust is even more relevant today and how you can grow and nurture that trust.

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