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Through the years, I’ve made a simplistic observation about leaders of exceptional customer experience companies. They tend to view team members and customers much like philosopher Jean-Jacques Rousseau did when he noted, “People in their natural state are basically good.”
By contrast, less successful customer experience leaders tend to see people like philosopher Thomas Hobbes did, describing them as basically “nasty, brutish, and short.”
While this dichotomy is admittedly unsophisticated, I now tend to shy away from offers to work with leaders who appear highly cynical about the intentions of their teams and customers.
In keeping with research on expectations and reciprocity, leadership cynicism begets team member and customer cynicism. I also believe that when we treat others as unSintrustworthy, it is difficult for them to trust us. Fortunately, relationship-building mindsets and behavior are malleable. So, let’s look at what we can do to assume positive intent in others and manage the instances where our positive intent is no longer warranted.
Here are tips and ideas for trust and relationship building.
- Small gestures create significant impacts: Offering something as simple as a warm greeting, a free upgrade, or a thoughtful follow-up can transform a customer’s day. These moments of kindness foster trust. When customers feel valued, they are more likely to return and refer others.
- Consistency strengthens relationships: Building trust requires consistency. Each positive experience reinforces the relationship between your business and those you serve, turning first-time buyers into loyal advocates. Customers should feel that your business is reliable and that their positive experiences are repeatable.
- Emotional connections matter: Customers return to businesses that meet their needs and create meaningful emotional connections. Whether remembering their preferences, offering unexpected perks, or simply showing empathy during a challenging situation, these emotional touchpoints turn customers into loyal fans.
- Loyalty leads to referrals: Satisfied customers don’t just return; they also tell others about their experiences. Word-of-mouth marketing is compelling in today’s competitive landscape, and it stems from one thing: continually delivering exceptional, human-centered experiences. If you delight customers, they will become your advocates.
- Assume the best, not the worst: Business owners who assume the best about their team members and encourage them to assume the best in customers create a culture of positivity and trust. This, in turn, attracts customers who appreciate that mindset. A welcoming environment doesn’t just retain customers—it also draws new ones.
- Manage the rare exceptions: It’s better to deal with the occasional customer complaint or “bad” actor than to approach every transaction with suspicion. If you treat every customer like a potential problem, you’ll quickly lose the goodwill of the many customers who engage with you constructively.
How do you generally view people?
How does your view affect how you treat team members and customers?
More importantly, how willing are you to assume positive intent and effectively manage situations when that intent isn’t warranted?
Related: How to Become a Lovemark: The Path to Building a Beloved Brand