Trust by Experience

November 14, 2009

As more consumers rely on recommendations and online reviews to decide what to buy, marketers need to focus on delivering an experience just as much as on building an image.

In a new report published by FEED, 65% of U.S. consumers said “a digital experience has changed their perception about a brand (either positively or negatively) and 97% of that group report(ed) that the same experience ultimately influenced whether or not they went on to pGood online experienceurchase a product from that brand.”

Experience matters and only companies who deliver a good one will gain loyalty.

Online, companies have a direct line to build trust with buyers through better customer experiences. And because of the immediacy of the channel, this experience has to be intuitive. People need to find what they want where they expect it to be, and fast. It should predict questions and provide answers, or a way to chat for more. Recommendations need to be relevant, but not so dead-on that it becomes creepy. It should be easy to share, to tweet and to print. They want to be in the know, gain knowledge, get exclusive access and privileges, but it can’t be too cumbersome. Most of all, they want to be entertained. Make it fun. Boring does not last long in the small screen.

Whether a company was born online or is slowly transitioning in, it should create a digital experience that supports its brand promise. Living up to that promise when a visitor is actually engaging with the brand is now the ultimate trust test. Don’t deliver, and customers will seek somewhere else.

Just think about how many times you went on a “second date” with a company if the first one did not go so well. Not likely.

‘Till next time. Tchau!
Raquel

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