The document discusses the importance of 'moments of trust' in brand interactions, emphasizing that integrity and customer service significantly influence sales and brand loyalty. It highlights the growing distrust in media and corporations, noting that consumers are increasingly reliant on personal recommendations for information. Furthermore, it stresses that effective communication and valuing stakeholder relationships are essential for maintaining trust and enhancing business outcomes.

1. Moments of Trust Jeff Hasen April 22, 2010

3. With Prizes Like This “ No blankets? No free food? No bleepin’ way.”

5. Do I Have A Deal For You?

6. Moments of Trust Touchpoints that make or break brands and impact sales and loyalty

7. Where Brand Meets Constituencies On sales floor In side-by-side employee interactions In media interviews Through communication via social networks

8. Integrity, Service or Else Companies that value integrity will will succeed Others who neglect trust and customer service risk being shredded

9. My Moment To Gain Your Trust

10. When You Just Gotta Go

11. My Road

12. My Road

13. On Scene For History Michael Jackson’s hair on fire during filming of commercial

14. “ I Can’t Believe What I Just Saw” Kirk Gibson rounds the bases

15. And Then There Was Arum “ Yesterday, I was lying … today, I’m telling the truth”

16. Now Sanford And Tiger And …

17. Moments of Trust Trends User-generated content Distrust in company management Distrust in media Checkbook journalism

18. User-Generated Content Happening everywhere, at all times Likely here 42% believe most trusted information comes from friends

19. What Technology Barriers?

20. Have A Phone, Have a Voice Mobile users spend 26 minutes a day on Facebook via computer, matched in time on mobile All ages point, shoot, send, influence

21. Distrust In Company Management Less than 1 in 5 believe CEOs in North America generally tell the truth

22. Distrust in Media “ We don’t pay for interviews” just isn’t believed -- or practiced -- anymore

23. Play Out on Individual Level One’s efforts are noticed and make difference

24. More Than Quality of Food Always an authentic “thank you” that saves the business “ You didn’t have a reservation” loses it

25. $14 For Receiving A Package “ Although we do have costs associated with providing Business Center Services to our valued guests, I can understand your disappointment. “ If you would be so kind to give us another opportunity to have you as our guest, I would certainly appreciate the chance to enhance your stay in some way. Please let me know if that opportunity arises.”

26. What Stakeholders Say Matters

27. Massive Mistrust Good news, bad news – Edelman says trust in business is up 16% - up to only 46% Trust in all businesses increased except banks

28. Companies Are “Falling Short” 25% of consumers will go as far as posting negative comments about bad experiences online -- Accenture

29. Consumers’ Bubbles Are Burst Single least satisfying aspect of service is the amount of time consumers have to wait Only 32 percent satisfied

30. You Take Him, No You Take Him Beyond wait time, multiple customer handoffs are a major frustration Most consumers willing to speak to just two people to resolve their issue Only one in four willing to speak to as many people as necessary

31. “ I’m Tellin’” Nearly nine in 10 consumers globally told the people around them about their bad experiences

32. Consumers Abandon Losers $12 billion lost to Tiger Woods’ endorsers

33. Customers Buy From Winners Decisions are made beyond price

34. Fortune’s Most Admired

35. Driven Off The List? Rewriting the Toyota Way Will automaker travel the Merck road? Vioxx/heart attack reports pushed company off list to this day

36. Leading CEOs Hit The Road … Literally Fortune 100 CEOs have increased their public speaking 96% since 2007

37. “ You Have To Have Your Values” “ What we have found is that what really matters is that you actually have core values - not what they are. The more challenged you are, the more you have to have your values.” -- Jim Collins

38. Seth Godin on what is between you and a sale “ Why You, Why Now?

39. Identifying Your Organization’s Moments of Trust Employee communications Customers Prospective customers Shareholders Media Alumni

40. Do Employees Have Each Others’ Backs? Infighting or collaborating? Each can permeate to Moments of Trust

41. Authenticity Sells Pearl Jam donates $210,000 to offset carbon emissions from world tour

42. Lying To Shareholders Doesn’t Sell No one can do what we’re doing Or no one else would

43. Keep A Scorecard Watch Listen Conduct survey Monitor word of mouth and social networks Prepare media audit

44. Change The Score To Your Advantage Reward Punish Nurture winning culture

45. Communicating Accountability Celebrate Mitigate Instigate

46. Our Role As Marketers Consumers, employees, shareholders reward or punish businesses depending on how they do at Moments of Trust The interactions are undervalued We need to convey the importance and nurture or be change agent

47. Godin With The Last Word “ It’s easier to grow the amount of business you do with happy people than it is to find new strangers to accost”

48. Moments For Questions

49. Jeff Hasen jeffhasen.com [email_address] 425 202-0835 Twitter: @momentsoftrust @jeffhasen