Produced byProduced by

Using Science to Build

Trusting Relationships

and Reduce Churn

Produced by

Service Excellence Partnerswww.se-partners.com

Produced by

Produced by

Relationship is a Process

Sources: Blieszner, R. & Roberto, K. A. (2003). Friendship across the lifespan: Reciprocity in individual and

relational development. In F. R. Lang & K. L. Fingerman (Eds.), Growing together: Personal relationships

across the lifespan (pp. 159-182). Cambridge, U.K.: Cambridge University Press.

Initiation Maintenance Dissolution

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Loyalty Research

Product

Relationship

Market

Trust Moderates Loyalty

Adapted from: Ruyter, K., Moorman, L., Lemmink, J. (2001)

Loyalty

Affective commitment

Calculativecommitment

TRUST

High

Low

Produced by

Trust Factors

• Ability: competence, predictability and

consistency

• Benevolence: caring, goodwill, empathy

and commitment to shared goals

• Integrity: fairness, objectivity, honesty and

open communicationSource: Borum, R. (2010) Science of Interpersonal Trust. SelectedWorks of Randy Borum, University of South Florida

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Trust Learning Quiz

Learning occurs in a single experience.

TRUE FALSE

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Trust Learning Quiz

First impressions linger.

TRUE FALSE

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Trust Learning Quiz

Once a belief is formed, it’s easy to change.

TRUE FALSE

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Trust Over Time

High

Low

Life Cycle Trust

Source: Seeing is

believing:

Trustworthiness as a

dynamic belief,

Cognitive Psychology

61 (2010) 87–105

Luke J. Chang, et al

Initial Trust

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Customer Journey Mapping

Recognize Investigate Decide Purchase

Customer Lifecycle

Implement Learn Use Terminate

Customer Acquisition Service Delivery

Business Process/UX

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A New Twist…

Recognize Investigate Decide Purchase Implement Learn Use Terminate

Customer Acquisition Service Delivery

Initiation MaintenanceDissolu-

tion

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Mindful Customer Experience Design

Recognize Investigate Decide Purchase Implement Learn Use Terminate

Customer Acquisition Service Delivery

Initiation MaintenanceDissolu-

tion

Effective andAffective

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Gaining Trust

Five Critical Moments

Connection Build relationships through commonality

Power Increase mastery, autonomy and choice

Proof Show that you keep your promises

“Wow!” Surprise and delight

Truth Show character when the chips are down

See my blog post: http://se-partners.com/five-critical-moments-in-the-customer-experience/

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Moments of ConnectionAffective Effective

“I noticed you live in Denver.

Whereabouts?”

“My sister lives there. So are

you also a Broncos fan?”

“What got you into this

industry?

“Can you tell me a little more

about your business?”

“What problem are you

trying to solve?”

“What’s important to you?”

Produced by

Communication CadenceSubscription Renewal

Phone

E-m

ail

Phone

Phone

Phone

E-m

ail

E-m

ail

E-m

ail

We

bin

ar

We

bin

ar

Phone

E-m

ail

Phone

Phone

Phone

E-m

ail

E-m

ail

E-m

ail

We

bin

ar

We

bin

ar

A

B

Phone

E-m

ail

Phone

Phone

Phone

E-m

ail

E-m

ail

E-m

ail

We

bin

ar

Webin

ar

C

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Faces, Faces, Faces!

Photos in e-mails

Photos in sales and support chats

Web conferencing

Video help topics on YouTube

Video e-mails

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Three Practical TakeawaysMoments of Connection

1. Make training item #3 in your onboarding

call agenda

2. Front-load your cadence

3. Add faces—everywhere!

Produced by

Mindful Customer Experience Design

Recognize Investigate Decide Purchase

Customer Lifecycle

Implement Learn Use Terminate

Customer Acquisition Service Delivery

Business Process/UX

CONNECTION, POWER, PROOF, “WOW!” TRUTHFive Critical

Moments

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Questions?

Ed PowersService Excellence Partners

www.se-partners.com

ed@se-partners.com

970-235-0078