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Quantifying customer
trust
Deloitte poll results
Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 2
Methodology
C-suite executives were polled online during
a Deloitte webcast titled “Quantifying
customer trust” on Sept. 15, 2022. Answer
rates differed by question.
In some instances, immaterial amounts (e.g., +/-
0.1%) have been added to or removed from the
“Don’t know/not applicable” answer responses to
bring results to 100% total for each question.
260+
Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 3
19.3%
45.2%
13.5%
Votes received 347
During the past 12 months, did your organization experience an event that changed trust levels with
key stakeholders (e.g., customers, employees, third parties, shareholders)?
Don’t know / not applicable = 22.0%
Yes, stakeholder trust
was built
Yes, stakeholder trust
was lost
No change
Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 4
Votes received 354
During the next 12 months, will your organization work to improve trust levels with key stakeholders
(e.g., customers, employees, third parties, shareholders)?
Don’t know / not applicable = 13.0%
61.3%
25.7%
Yes No
Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 5
Votes received 354
Which do you think poses the greatest challenge to your organization as it works to improve trust levels
among its key stakeholders (e.g., customers, employees, third parties, shareholders)?
Don’t know / not applicable = 33.9%
Discerning what to measure to create an
initial, baseline assessment
Knowing how to improve trust, after an
initial, baseline assessment is complete
Monitoring trust to discern changes in
levels, after work to improve trust begins
22.6%
17.8%
25.7%
Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 6
Votes received 311
Does your organization currently have a way to track levels of trust that exist with customers,
employees, partners, shareholders, constituents, and other stakeholders?
Don’t know / not applicable = 31.2%
Yes
No, but we plan to develop a
way to track trust within the
next 12 months
No, and we have no plans to
develop a way to track trust
within the next 12 months
13.8%
19.6%
35.4%
55% have no
way to track
trust currently
Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 7
Votes received 263
Does your organization have a Chief Trust Officer (CTrO) role?
Don’t know / not applicable = 28.2%
Yes, we currently have a Chief Trust Officer
No, we plan to create the CTrO position in
the next 12 months
No, another C-Suite executive is tasked with
(re)building trust
No, no one owns trust at our organization,
and we don't plan to assign trust
responsibilities to anyone at this time
No, we plan to assign trust responsibilities
to another C-Suite executive or individual at
my organization in the next 12 months
41.4%
8.0%
16.3%
3.4%
2.7%
6.1% currently or will
soon have Chief Trust
Officer role
19% have a C-suite
leader in-place to
manage trust
Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 8
Media Contacts
Christine Oh
Public Relations
Deloitte Services LP
chrisoh@deloitte.com
Taylor Graham
Public Relations
Deloitte Services LP
tagraham@deloitte.com
About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each
of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. In the United States, Deloitte refers to one or
more of the US member firms of DTTL, their related entities that operate using the “Deloitte” name in the United States and their respective affiliates. Certain services may not be available to
attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more about our global network of member firms.
Copyright © 2022 Deloitte Development LLC. All rights reserved.
The statements in this report reflect the aggregation of poll responses and are not intended to reflect facts or opinions of any entities. All data, charts and statistics referenced and presented, as
well as the representations made and opinions expressed, unless specifically described otherwise, pertain only to the participants and their responses to the Deloitte poll. The information
obtained during the poll was taken “as is” and was not validated or confirmed by Deloitte.
This presentation contains general information only and Deloitte is not, by means of this presentation, rendering accounting, business, financial, investment, legal, tax, or other professional
advice or services. This presentation is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before
making any decision or taking any action that may affect your business, you should consult a qualified professional advisor.
Deloitte shall not be responsible for any loss sustained by any person who relies on this presentation.

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Many C-suite Executives Say Their Organizations Want to Build Trust in Year Ahead, Yet Few Have Leadership and Tracking Capabilities in Place

  • 2. Quantifying customer trust Copyright © 2022 Deloitte Development LLC. All rights reserved. 2 Methodology C-suite executives were polled online during a Deloitte webcast titled “Quantifying customer trust” on Sept. 15, 2022. Answer rates differed by question. In some instances, immaterial amounts (e.g., +/- 0.1%) have been added to or removed from the “Don’t know/not applicable” answer responses to bring results to 100% total for each question. 260+
  • 3. Quantifying customer trust Copyright © 2022 Deloitte Development LLC. All rights reserved. 3 19.3% 45.2% 13.5% Votes received 347 During the past 12 months, did your organization experience an event that changed trust levels with key stakeholders (e.g., customers, employees, third parties, shareholders)? Don’t know / not applicable = 22.0% Yes, stakeholder trust was built Yes, stakeholder trust was lost No change
  • 4. Quantifying customer trust Copyright © 2022 Deloitte Development LLC. All rights reserved. 4 Votes received 354 During the next 12 months, will your organization work to improve trust levels with key stakeholders (e.g., customers, employees, third parties, shareholders)? Don’t know / not applicable = 13.0% 61.3% 25.7% Yes No
  • 5. Quantifying customer trust Copyright © 2022 Deloitte Development LLC. All rights reserved. 5 Votes received 354 Which do you think poses the greatest challenge to your organization as it works to improve trust levels among its key stakeholders (e.g., customers, employees, third parties, shareholders)? Don’t know / not applicable = 33.9% Discerning what to measure to create an initial, baseline assessment Knowing how to improve trust, after an initial, baseline assessment is complete Monitoring trust to discern changes in levels, after work to improve trust begins 22.6% 17.8% 25.7%
  • 6. Quantifying customer trust Copyright © 2022 Deloitte Development LLC. All rights reserved. 6 Votes received 311 Does your organization currently have a way to track levels of trust that exist with customers, employees, partners, shareholders, constituents, and other stakeholders? Don’t know / not applicable = 31.2% Yes No, but we plan to develop a way to track trust within the next 12 months No, and we have no plans to develop a way to track trust within the next 12 months 13.8% 19.6% 35.4% 55% have no way to track trust currently
  • 7. Quantifying customer trust Copyright © 2022 Deloitte Development LLC. All rights reserved. 7 Votes received 263 Does your organization have a Chief Trust Officer (CTrO) role? Don’t know / not applicable = 28.2% Yes, we currently have a Chief Trust Officer No, we plan to create the CTrO position in the next 12 months No, another C-Suite executive is tasked with (re)building trust No, no one owns trust at our organization, and we don't plan to assign trust responsibilities to anyone at this time No, we plan to assign trust responsibilities to another C-Suite executive or individual at my organization in the next 12 months 41.4% 8.0% 16.3% 3.4% 2.7% 6.1% currently or will soon have Chief Trust Officer role 19% have a C-suite leader in-place to manage trust
  • 8. Quantifying customer trust Copyright © 2022 Deloitte Development LLC. All rights reserved. 8 Media Contacts Christine Oh Public Relations Deloitte Services LP chrisoh@deloitte.com Taylor Graham Public Relations Deloitte Services LP tagraham@deloitte.com
  • 9. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the “Deloitte” name in the United States and their respective affiliates. Certain services may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more about our global network of member firms. Copyright © 2022 Deloitte Development LLC. All rights reserved. The statements in this report reflect the aggregation of poll responses and are not intended to reflect facts or opinions of any entities. All data, charts and statistics referenced and presented, as well as the representations made and opinions expressed, unless specifically described otherwise, pertain only to the participants and their responses to the Deloitte poll. The information obtained during the poll was taken “as is” and was not validated or confirmed by Deloitte. This presentation contains general information only and Deloitte is not, by means of this presentation, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This presentation is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss sustained by any person who relies on this presentation.