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When It Comes To Trust, It’s The Little Things

trust-brokenEarly in my career I helped manage part of the main selling floor at Bloomingdale’s Manhattan flagship department store. One day a shopper ripped the sleeve of her leather jacket on the loose edge of a display fixture. She came to me for redress.

I happily made the case for replacing the jacket with my boss, arguing that it was our job to keep our fixtures repaired. I added that she’d very likely relay the experience — good or bad — to her friends and because we stocked the same jacket, we could replace it at wholesale cost. I saw taking care of this shopper as both the right and the smart thing to do. My boss backed me, confirming my instincts that the store viewed individual customer relationships as long-term investments.

When consumers trust your brand, overwhelming numbers of them will use your products and services frequently and recommend them to others, research shows. And although companies tend to focus on large marketing efforts — investing millions in ad campaigns and public sustainability reports — these moves do nothing to address the day-to-day problems customers bring to companies. Moreover, these big investments are powerless to stop the sorts of big blunders that grab headlines and customers’ attention, instantly tarnishing a once well-crafted public image.

But what if the key is instead to sweat the small stuff?

Read more: When It Comes to Trust, It’s the Little Things

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