Why a customer comes back - or not!

Is your customer satisfied with you or does he trust you? Spontaneously, I would have answered: Both are inseparably linked!

by Axel Liebetrau

However, current studies show the opposite. There are clear differences between satisfaction and trust in the relationship between seller/brand and customer. For customers with a low sense of relationship, satisfaction is the most important driver for future purchase intentions, while for customers with a high sense of relationship, trust is the decisive influencing factor. Why not ask yourself what is more important to you if you had to choose between satisfaction and trust! For the particularly brave; ask your life partner what is more important to him or her about you. I recently switched my car brand, even though I was very satisfied with the car, the workshop, and the brand. Unfortunately, I caught my seller lying. The trust was gone, and the path to switching car brands was clear! If I had just been slightly dissatisfied, I probably wouldn't have switched car brands. Customer satisfaction is systematically recorded and managed in many companies. Customers are asked about their satisfaction. But what about trust? We too rarely and too timidly ask if our customers trust us. There is a high probability of a politely meant lie from the customer. How can we manage trust if we do not inquire and measure it? Create and manage trust in your customer relationships. Trust that allows the customer to tell you without fear if they are ever dissatisfied or if their trust in you is shaken. Such uncomfortable situations, when handled professionally and openly, can significantly strengthen a customer relationship. Customers who come back and buy again are not a coincidence! Therefore, it is clear that trust must be very important for a successful entrepreneur. Trust cannot be bought; it must be earned! To Alex Liebetrau's profile: http://www.excellente-unternehmer.de/redner/axel-liebetrau-innovationsmanagement.html