But it is very difficult to become a ‘family member’ of the customer, user, reader …
If a stranger wants to become part of our family and gain our trust, what do we look for in him /her.
Because that person :
- won’t harm us
- would protect us
- has never failed us
- is part of our family
- we compete with, but never at cost of our relationship
- guides us
- is one we respect
- has cried in our grief
- we have an emotional bond
- is present in all my main life events
What can businesses learn from this. I want to explore with examples, what some businesses are doing to gain customer trust. I would also be looking at Walmart’s of the world to analyse what they could be doing to get our trust and not just friendship.