How do companies like Ritz-Carlton, Apple, and Starbucks earn the trust of their customers? Building upon the trust equation introduced in the Trusted Advisor book, we explore the four variables that contribute to trustworthiness: credibility, reliability, intimacy, and self-orientation. Through real-life examples, such as a heartwarming story about a lost stuffed animal at the Ritz Carlton Resort, we uncover the power of trust in creating loyal customers. In this episode:

• Credibility: Showcasing professionalism, expertise, and trustworthiness through branding, communication, and online presence can instill confidence in your customers
• Reliability: Consistency is key. Consistently delivering on promises and providing a valuable, predictable experience builds trust with customers. 
• Intimacy: Establishing psychological safety, discretion, and a personal connection with customers can be challenging on an organizational level, but it's not impossible
• Self Orientation: Are you more focused on the sale than the relationship? Asking that question through the customer's lens could help identify areas to become more trustworthy

Don't miss out on these valuable insights. Tune in to the Delighted Customers Podcast episode on "The Secret to Building Trust with Customers" and start creating amazing customer experiences that lead to loyalty and advocacy. Timestamped Overview [00:01:44] Elmo stays at fancy hotel, sends book.

[00:06:25] Workers must pass rigorous training, be screened. Trust through credibility; website appearance, navigation, testimonials, certifications matter. Online presence instills buyer confidence. IRS experience eroded trust, opposite of Terminex example.

[00:09:23] Hotel creates special book for lost Elmo. In the hospitality industry, personal connections matter. A hotel went above and beyond when they understood a guest's attachment to a lost stuffed animal. Instead of just returning it, they involved the entire staff in creating a picture book to assure the guest that Elmo was safe and cared for. This kind of personal touch can make a big impact, whether it's in business meetings or online interactions. Tesla even automates settings for different drivers, and Starbucks' mobile app saves your orders to Siri. It's all about making things personal.

[00:12:16] Embedding trust in your organization is key.

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