Many companies miss the connection between customer experience and trust. They frequently limit their view to marketing products / services or selling to prospects.

Listen to Hank Barnes explain the relationship between trust and customer experience.

Transcript

Without trust, it’s very hard to have a great customer experience, and customer experience we define it as the sum of all the perceptions that you have as a result of every interaction that you have with a company and its products. And that can be directly with the company or with everything that surrounds it.

Customer experience isn’t about marketing, and it’s not about sales, and it’s not about service. It’s about all of those. And trust is the underpinning that starts the foundation of what are my expectations, because expectations are going to color the perceptions. And how am I looking at this company. Am I looking at them with skepticism? Or am I looking at them with confidence?

Without trust, it’s very hard to have a great customer experience, and customer experience we define it as the sum of all the perceptions that you have as a result of every interaction that you have with a company and its products. And that can be directly with the company or with everything that surrounds it.

Customer experience isn’t about marketing, and it’s not about sales, and it’s not about service. It’s about all of those. And trust is the underpinning that starts the foundation of what are my expectations, because expectations are going to color the perceptions. And how am I looking at this company. Am I looking at them with skepticism? Or am I looking at them with confidence?