The basis for trust

According to Bloemer, if you want to build trust with your customers, you have to have these two things in order: the quality of your product and the satisfaction of your customers. In building a good customer relationship, you will put the customer first and your own interests and offer in second place. But what then?

Two ways of processing information

To understand how to build a basis of trust with your customers, it is good to know how they process information about your company, service or product. According to Bloemer, there are two systems. The first system takes place mainly in the customer's mind. With professional and complex services and products, a customer wants to take the time to make an informed choice. With simple services and products, the customer is not so motivated to think about the content of the product; it just has to be right.

Image

In the second system, image is much more important. This means that trust is based on fleeting, quantitative information. And if the customer has already thought about it, the quality of the marketing plays a greater role.

Co-creation between company and customer

Why a company wants to cooperate with the customer is obvious. In this way, you come to a better product or a better service. But why would a customer want to co-create with your company? José Bloemer researched this and found six motives for customers to want to do so.

Motives for co-creation

The conclusion: with professional services, the learning motive is most important to the customer and customers want to exert as little influence on the service as possible. With simpler services, however, the customer wants to exert tailor-made influence and the friendly relationship also becomes more important. So, as a company, ask yourself what kind of service you offer and adjust your marketing accordingly.

Links

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Contact

Do you have questions or input? Please contact Wendy van Ierschot at wendy@viepeople.com.