That in nothing we trust
My friends, this is what it's come to: We need to look to a band called Megadeath to summarize our current state of mind. Dave Mustaine's lyrics from 1997's "Trust," echoed by a number of more "mainstream" writers, crystallize the single most important issue for marketers: Nobody seems to trust anyone.
Think we're overstating things? Take a look at Marc Fisher's Washington Post piece, "Romney's tax returns, Obama's birth certificate and the end of trust." It's not merely political
claims that cause distrust, Fisher writes, rather "we're cynical at the very nature of facts." (The italics are mine, for emphasis.)
So maybe even facts can't counteract our predisposition to trust nothing And maybe that's not such a novel idea. Fisher's piece cites philosopher Soren Kierkegaard, who said that the more we demand evidence, the more we create doubt.
What the heck does that mean? That we shouldn't use facts as our basis for believing something? As a prominent financial-services marketer and good friend of ours says, "Aye aye aye . . . "
We say let's be a little more positive and re-frame for a second. Let's go back to basics and start with respect for our customers and consumers in general.
And once again the shining example of customer respect is Apple. Why does financial site The Street flatly state "Apple's Customer Trust Tough to Beat"? By doing simple, smart things that most other companies don't do. From CRM guru Don Peppers comes this:
"If you accidentally try to order the same song twice from iTunes, you’ll be warned that you already own it. Not because it would be illegal or unethical for Apple to profit from your forgetfulness. There’s a clear business reason: the leaders of iTunes realize there’s no better way to make you trust them than to be totally honest when you least expect it." (Again, my italics) Honesty equals trust. Simple.
Yes, it can be so. So says another group of loyal customers, those of financial-service giant USAA, the number one-ranked firm in the 2102 Temkin Trust Ratings. Why is USAA so trusted? Perhaps it's because they've received two J.D. Power awards for superior customer service. Better service equals more trust. Simple.
Fisher's article quotes market researcher Flint McGlaughlin: “The Post-Modern Consumer just doesn’t believe us anymore. They have endured too many empty promises, too many exaggerated benefits, and too many artful disclaimers. The predisposition now is to doubt every claim.”
Whew. Every claim. That doesn't leave too much room for error does it? It only heightens the need for every marketing organization to follow the lead set by the likes of Apple and USAA: Earn trust by respecting the relationship with customers. By delivering consistently superior service. Unqualified service. Real service. Respect.
* * * * * *
And wouldn't you know it, just before "press time," we learned about another reason that "nobody trusts anybody." Melky Cabrera, a heretofore likable baseball player for the SF Giants, was having the best season—by far—of his career. He was selected as an All-Star, even won the MVP of the All-Star game, and was among the NL's leading hitters at an amazing .346, or nearly 60 points above his career average.
MLB just suspended Melky for using testosterone.
Trust. So elusive. But for those who embrace it as a real and lasting value, trust can be earned. And inevitably, good things will follow.
* * * * * *
And wouldn't you know it, just before "press time," we learned about another reason that "nobody trusts anybody." Melky Cabrera, a heretofore likable baseball player for the SF Giants, was having the best season—by far—of his career. He was selected as an All-Star, even won the MVP of the All-Star game, and was among the NL's leading hitters at an amazing .346, or nearly 60 points above his career average.
MLB just suspended Melky for using testosterone.
Trust. So elusive. But for those who embrace it as a real and lasting value, trust can be earned. And inevitably, good things will follow.
