Research conducted recently by Deloitte Digital and Twilio Inc., provided painful evidence of a blindspot that can undermine the relationship between a company and its customers. The study, “Close the Trust Gap to Unlock Business Value,” revealed that consumers are not as trusting in brands as companies think they are. In fact, 79% of the B2C leaders surveyed believe consumers have high trust in them, but only 52% of consumers felt the same way.
The conclusion should not be surprising, given how much consumers depend on product ratings before making a purchase decision and how quickly they turn to social media to voice a complaint. The Deloitte study pointed out four components for building trust: humanity, transparency, capability and reliability.
The Bloodhound Group uses consumer research to identify the consistent foundations within each client’s brand that create value for customers. These can include product features that enhance the user experience or consistency in service delivery.
Effectively translating the findings to a delivery platform often takes the form of well-crafted testimonials. “Authenticity is key,” says BHG Chief Brand Strategist Jim Cobb. “Testimonials must accurately communicate the consumer’s brand experience. The values reflected must be things the company delivers on consistently, on an ongoing basis.”
Recent testimonial videos developed for clients Red Letter Roofing and Freedom Electric Marine communicate such trust-building values in a powerful, memorable way. Special thanks and appreciation for the partnership and skill of Raleigh-based Triad Studios for capturing the essence of the customer experience delivered by both brands. We invite you to view and enjoy the testimonials on our case studies page.