TMCnews Featured Article
June 14, 2011
Communications Providers Build Trust Through Clear Communications
By Susan J. Campbell, TMCnet Contributing Editor
A new research study has been released by Pitney Bowes Business Insight (News - Alert), a global provider of customer data, analytics and communication software and services. This study, The Role of Trust in Consumer Relationships, was conducted by the ECSP Europe Business School and illustrates that communications providers develop trust in the services they deliver.
The study was the focus in this Gisuser piece, which highlighted that customer communications drives more than 20 percent of overall trust within a company. This impacts the length of customer relationships, business profitability and customer advocacy and word-of-mouth experience sharing.
Business success relies on the communications provider and the level of communication that is shared between a customer and the business. Companies can reach their customers more directly when utilizing digital technologies and social media in an environment where customers will also exchange opinions regarding services, products and brands.
This study also found that customer satisfaction with interactive channels is generally determined by trust in self-service channels, as well as communications from the provider. The communications provider’s management policies and practices can also influence customer trust, as well as a previous customer experience. The study overall found that trust can drive as much as 44 percent of customer loyalty for a particular brand.
David Newberry, chief marketing officer of Pitney Bowes Business Insight, shared that trusted brands will build upon each interaction to enable lifetime customer relationships. Each customer interaction is actually an opportunity to build or break trust. The study overall validates the power of customer communications management programs in terms of managing effective customer interactions. The result is an improved focus in the value and profitability of every customer relationship.
The study found that communications providers can build trust according to age as older consumers are generally more trusting; income as higher income is correlated with higher trust; and occupation as retired respondents demonstrated the highest levels of trust. When communications providers increase transparency, improve communications and provide advance information, customer trust is strengthened.
To build on improved communications, PowerNet Global offers high quality communications services catering to both businesses and residents throughout the U.S. This premier provider of voice, IP, data and managed services is headquartered in Cincinnati, Ohio and offers an expanding array of progressive products. The communications provider offers services supported by a consistently expanding footprint, strong network, and sales and support teams dedicated to the optimal customer experience.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
Edited by Jamie Epstein
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