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December 11, 2012 Transcript of #commschat on trust

Nobody enjoys spending half an hour on hold with a customer service representative, or sending a tweet or an email citing a problem, only to see little to no resolution. Last week’s #CommsChat discussed how poor customer service can lead to a decline in trust for brands and companies. We were joined by Kate Joseph from Rufus Leonard which recently launched research on brand loyalty in Communicate‘s November/December issue.

Here are some tweets that caught our eye:

@digiconvs Without trust, biz won’t last long & without #custserv there wouldn’t be a strong connection between biz & customers.

@rufusleonard Customer service is fundamental to trust. For most brands, it’s the main interaction between themselves and consumers

@padraic_knox poor customer exp is often caused by bureacracy/red tape – teams want to delight customers but constrained by process

@rufusleonard Service industries have struggled to adapt to the new customer demand for transparency

@padraic_knox Agree. To win trust brands must treat consumers as people, not sales targets

@engagingbrand Spot on & sad thing is web should make it easier to connect not harder,it doesn’t replace people it enhances people

And the full transcript:

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  about 12 hours ago Thank you & have a great evening! 🙂 RT@CommsChat Great chat! Transcript will be up tomorrow morning#commschat
• about 12 hours ago @commschat Great natter thanks for inspiring me again this week! #Commschat
• about 12 hours ago Great chat! Transcript will be up tomorrow morning #commschat
• about 12 hours ago @CommsChat @rufusleonard another interesting #commschat thanks
• about 12 hours ago @BrittanyGolob2 I wouldn’t say shocking, would you like to be ignored when frustrated about a service or replied to ASAP? 🙂 #commschat
• about 12 hours ago #commschat thank you everyone for taking part tonight, particularly to @rufusleonard.
• about 12 hours ago @CopyCaroline @digiconvs agreed – and this only reinforces the importance of our industry and the impact we have #Commschat
• about 12 hours ago RT @CopyCaroline: @digiconvs @Helenw7 But if you’re listening like a good communicator there shouldn’t be any surprises #commschat
• about 12 hours ago @digiconvs Thanks! Also, this stat is always shocking ‘30% of Twitter users expecting a response in just 30 minutes’ #commschat
• about 12 hours ago @digiconvs @Helenw7 But if you’re listening like a good communicator there shouldn’t be any surprises#commschat
• about 12 hours ago @Helenw7 Your brand is not the one you think it is, it is in fact the one your employees & customers talk about you!#commschat
• about 12 hours ago @BrittanyGolob2 Great read, thanks for sharing! Totally agree “customer service is lacking in most major consumer industries” #commschat
• about 12 hours ago RT @digiconvs: Brand loyalty relies on customer service http://t.co/qAvHJmmF via @communicatemag#commschat
• about 12 hours ago @BondiManc @Commschat Yes definitely – then once issue is overcome look for the opportunity to turn into a positive #commschat
• about 12 hours ago Brand loyalty relies on customer servicehttp://t.co/qAvHJmmF via @communicatemag #commschat
• about 12 hours ago “@BondiManc: @CopyCaroline @CommsChatAgree – and be honest when mistakes are made #commschat” honesty best policy, after all…
• about 12 hours ago @digiconvs Absolutely – employees will say what they really think on social media all for your customers to see!#Commschat
• about 12 hours ago @digiconvs and you, this news on a brand loyalty survey http://t.co/HnlKevwS #commschat
• about 12 hours ago @CopyCaroline @CommsChat Agree – and be honest when mistakes are made #commschat
• about 12 hours ago Slightly OT but ensure your comms meets regulator guidelines to prevent over-regulation #commschat
• about 12 hours ago Most interactions are happening on Social Media via mobile devices everyone is potentially a broadcaster no room to hide for biz. #commschat
• about 12 hours ago @padraic_knox Absolutely- remember where the bottleneck is, at the top ! Mix of leaders with an empathy for int & ext cuts #Commschat
• about 12 hours ago RT @rufusleonard: Topic 3: Low consumer trust can permeate across industry #commschat
• about 12 hours ago @Helenw7 @CommsChat Exactly, owning up to mistakes is one of the first steps to rebuilding trust #commschat
• about 12 hours ago @CommsChat Publicists = communicators; w/ that being said, preventive strategies are extremely important in crisis communication #CommsChat
• about 12 hours ago @BrittanyGolob2 Totally, you may like this case study on a very famous Pizza restaurant in the UK:http://t.co/VKp4UW2C #commschat
• about 13 hours ago @CommsChat without cust obsessed teams – best processes, retail experience, products, brand awareness in world will not deliver #commschat
• about 13 hours ago @CommsChat #Commschat quash rumours, rebut inaccurate media and shout about successes #commschat
• about 13 hours ago @padraic_knox @Engagingbrand@BrittanyGolob2 This gets back to basics of biz & marketing planning. #commschat
• about 13 hours ago @CommsChat be honest about the negative aspects but focus on the positives #Commschat
• about 13 hours ago @CommsChat they can make the connections and help the conversations – assist and support #commschat
• about 13 hours ago #Commschat ok just ten minutes left for our final topic: What role can communicators play in maintaining corporate reputation?
• about 13 hours ago RT @rufusleonard: @padraic_knox@CommsChat @Helenw7 Give customers added value and they’ll do the shouting for you. #commschat
• about 13 hours ago digiconvs @Engagingbrand @BrittanyGolob2Agree – communication is two way, not about regurgitating the same messages #commschat #commschat
• about 13 hours ago @CommsChat Makes it harder for all, but as same time gives some insight into public feeling for a sector & key issues #commschat
• about 13 hours ago @digiconvs agreed! nobody likes to send emails into the cust serv void with no resolution to problem #commschat
• about 13 hours ago @padraic_knox @CommsChat @Helenw7 Give customers added value and they’ll do the shouting for you.#commschat
• about 13 hours ago @Engagingbrand Agreed & here’s where brands lost the plot, coding & decoding – brand messages are the noise here. #commschat
• about 13 hours ago @CommsChat @Helenw7 @CommsChat#commschat you have 2 keep shoutin re improvements,how your helping customers,make work fun to raise morale
• about 13 hours ago @Helenw7 @CommsChat #commschat you have 2 keep shoutin re improvements,how your helping customers,make work fun to raise morale
• about 13 hours ago @Engagingbrand @BrittanyGolob2 Customers want to see the human side of brands; they want to be listened not just talked to. #commschat
• about 13 hours ago @commschat It makes it more imp to understand cust perceptions and overcome them so you can communicate effectively #commschat #4 #commschat
• about 13 hours ago @digiconvs Totally agree with you there..a conversation needs listener & talker taking turns..many brands prefer the latter? #Commschat
• about 13 hours ago @digiconvs @CommsChat People want clear and transparent comms over empty brand messages delivered in a human, 1-2-1 way #commschat
• about 13 hours ago @brittanygolob2 Totally agree and that is sad…because companies are made up of humans who were built to communicate..be you! #Commschat
• about 13 hours ago @jilloherlihy Customer Service is in fact begins with the moment a brand start its brand awareness campaigns.#commschat
• about 13 hours ago @commschat It makes it hard as so many restrictions. but u could argue if u do it well then huge opp as competitors not doing it? #Commschat
• about 13 hours ago @Engagingbrand and so many companies don’t know how to use soc med to enhance comms, not just supplement them #commschat
• about 13 hours ago @CommsChat comms pros working for banks recently had hardest job-morale must be low if customers + press are bashing your company #Commschat
• about 13 hours ago @amandacomms yes I can see how that’s an issue with regional spread of powers #commschat
• about 13 hours ago @CommsChat People are savvier than ever, they can easily distinguish between genuine convo & BS. #commschat
• about 13 hours ago @storyhouse1 Spot on & sad thing is web should make it easier to connect not harder,it doesn’t replace people it enhances people #Commschat
• about 13 hours ago @CommsChat that is a nightmare – if it happens in one police force everyone gets affected and we have to work even harder #commschat
• about 13 hours ago @BondiManc @amandacomms @rufusleonardBrand Loyalty is Not to Be Bought, But to Be Earnedhttp://t.co/fCEdrjej may appeal to you #commschat
• about 13 hours ago Topic 3: Low consumer trust can permeate across industry #commschat
• about 13 hours ago #commschat How does lack of trust in advice directly from a corporation affect communications professionals and marketers in that industry?
• about 13 hours ago #commschat tonight’s one of this chats where the time is running away from us, but time for topic #4 now
• about 13 hours ago @Engagingbrand @StoryHouse1 Agree, Efficiency a priority and web used only because its cheaper than phone to service customers #commschat
• about 13 hours ago @BondiManc @amandacomms @rufusleonardBrand Loyalty is Not to Be Bought, But to Be Earnedhttp://t.co/HO9gvKQB may appeal to you. #commschat
• about 13 hours ago @digiconvs @amandacomms @BondiMancExactly, WOM even more important now – (and low cost)#commschat
• about 13 hours ago RT @padraic_knox:processes to unravel – this is the key challeneg to building trust. E.g hoops a cust must go through #commschat
• about 13 hours ago @BondiManc @rufusleonard True! Latest very well “established” biz example of this is on papers & national TV almost every day. #commschat
• about 13 hours ago @amandacomms @rufusleonard @digiconvsTrust massively important in your role Amanda #commschat – to make crime prevention everyone’s issue
• about 13 hours ago @storyhouse1 I actually think less bonus for investment bankers and use money to invest in front line which has been depleted #Commschat
• about 13 hours ago @storyhouse1 @CommsChat processes to unravel – this is the key challeneg to building trust. E.g hoops a cust must go through #commschat
• about 13 hours ago @amandacomms @rufusleonard @BondiMancAs long as the established trust is genuine, it will. People do your PR willingly! #commschat
• about 13 hours ago @rufusleonard @digiconvs And conversely, lack of trust will make them leave #commschat
• about 13 hours ago @BrittanyGolob2 @CommsChat True, but very often companies will give you a second chance – Don’t miss the opportunity to fix it! #commschat
• about 13 hours ago Very well said! RT @rufusleonard @BondiManc@digiconvs Price may make people choose and brand but trust makes them stay. #commschat
• about 13 hours ago @storyhouse1 You are right we should separate out high st from investment tho I find it hard to communicate with them today? #Commschat
• about 13 hours ago RT @rufusleonard: @BondiManc @digiconvsPrice may make people choose a brand but trust makes them stay.#commschat
• about 13 hours ago @BondiManc @rufusleonard Valid point, but that is temporary, you can never buy trust & loyalty; it got to be earned. #commschat
• about 13 hours ago @rufusleonard @BondiManc @digiconvs or hopefully trust keeps them coming forward to help tackle crime providing information #commschat
• about 13 hours ago @BondiManc @digiconvs Price may make people choose a brand but trust makes them stay. #commschat
• about 13 hours ago @CommsChat @Engagingbrand internally they have been reacting but so many processes to unravel before they can be transparent #commschat
• about 13 hours ago RT @rufusleonard: @padraic_knox@CommsChat Agree. To win trust brands must treat consumers as people, not sales targets #commschat
• about 13 hours ago Small plug whilst on trust in financial services – our annual Reputation in Financial Services Conf – Jan 22http://t.co/V3odAlzl #commschat
• about 13 hours ago @verygoodservice @BondiMancTotally!…Always cheaper & more profitable to keep your existing customer base happy. #commschat
• about 13 hours ago RT @digiconvs: @rufusleonard Regardless of industry & size of biz; trust most important factor in making a decision by customers. #commschat
• about 13 hours ago @commschat Think it can work in ripple effect as well,trust lost in institutions can spread to other who don’t deserve it #Commschat
• about 13 hours ago @digiconvs @rufusleonard Agree it SHOULD be, but not always, price does top trump trust at times #commschat
• about 13 hours ago RT @rufusleonard: @padraic_knox@CommsChat Agree. To win trust brands must treat consumers as people, not sales targets #commschat
• about 13 hours ago @BrittanyGolob2 If brands see listening & engagement as challenge; then they’re strategically working on their exit strategy 😉 #commschat
• about 13 hours ago @CommsChat that’s true for ind. brands. If one brand fails at CX, people turn to competitors #commschat
• about 13 hours ago @padraic_knox @CommsChat Agree. To win trust brands must treat consumers as people, not sales targets#commschat
• about 13 hours ago @amandacomms The emergency services are a great example of embracing new connected world…that is so true#Commschat
• about 13 hours ago RT @Engagingbrand: @amandacomms Totally agree….when u ignore people u make them look to find a solution away from your industry #Commschat
• about 13 hours ago #commschat (that’s our 3rd topic for this evening) (and I’m copyrighting the seesaw thing)
• about 13 hours ago @rufusleonard Regardless of industry & size of biz; trust is the most important factor in making a decision by customers. #commschat
• about 13 hours ago #commschat Is there an argument to be made for the seesaw effect? Does decreased trust in 1 industry lead to increased trust in another?
• about 13 hours ago RT @digiconvs: Being bold, creative, honest & approachable give customers every reason to care about your biz; ultimate #custserv #commschat
• about 13 hours ago Agree @digiconvs @BondiManc – More attention should be paid to existing customers who often happy to give constructive feedback #commschat
• about 13 hours ago @digiconvs looks good. Only challenge is to get companies to actually listen/engage, right? #commschat
• about 13 hours ago @helenw7 in fact is it not worse than that…the consequences are higher bonuses underwritten by govt!#Commschat
• about 13 hours ago @amandacomms Totally agree….when u ignore people u make them look to find a solution away from your industry#Commschat
• about 13 hours ago @CommsChat a lot of utility companies/ banks don’t believe they hav customers, rather subscribers as little choice to move in mkt #commschat
• about 13 hours ago Access to information has undermined the paternalistic trust in brands. Objective information is available to all #commschat
• about 13 hours ago @BrittanyGolob2 @rufusleonard @CommsChatMaybe these two simple models would help themhttp://t.co/j3PsiK7L #commschat
• about 13 hours ago @BondiManc consumer champions also show how reputation could exist in these industries #commschat
• about 13 hours ago @Engagingbrand @CommsChat Definitely – and there doesn’t seem to be consequences for their actions which also doesn’t help #commschat
• about 13 hours ago @Engagingbrand wrong approach police could say the same but not the case #commschat
• about 13 hours ago It’s no coincidence that they lead the pack in industry customer service surveys. #Commschat
• about 13 hours ago It s strange cos service companies were always built on personal reln (golf course meetings!) yet struggling with new media #Commschat
• about 13 hours ago Due to fundamental error of judgement! RT@BondiManc @CommsChat Too much focus on customer acquisition & not retention for one #commschat
• about 13 hours ago RT @rufusleonard: @commschat Service industries have struggled to adapt to the new customer demand for transparency #commschat
• about 13 hours ago @CommsChat Also, consumer champions like Martin Lewis highlighting issues #commschat
• about 13 hours ago Also, newly empowered consumers seek a more customer-centric service from banks and utility providers#commschat
• about 13 hours ago RT @rufusleonard: @commschat Service industries have struggled to adapt to the new customer demand for transparency #commschat
• about 13 hours ago It’s rare to be positive abt this FS sector, but I’m going to give a big thumbs up to @First_Direct – I trust them lots#Commschat
• about 13 hours ago I once spoke at a big utility event on social media…I was amazed when they said customer needs us more than we need them #Commschat
• about 13 hours ago @Helenw7 @CommsChat Understanding needs & carefully anticipate the consequences of your “decisions” is vital in building trust! #Commschat
• about 13 hours ago @commschat Service industries have struggled to adapt to the new customer demand for transparency#commschat
• about 13 hours ago @commschat banks customers think they have screwed the country up,no matter how good cust experience, cust will not be satisfied #commschat
• about 13 hours ago @CommsChat Too much focus on customer acquisition & not retention for one #commschat
• about 13 hours ago I also think the lack of true competition hasn’t helped, it means they can act together rather than compete on customer exp #Commschat
• about 13 hours ago Yes-they have been atypically slow to catch up to modern comms methods @Engagingbrand #commschat
• about 13 hours ago @CommsChat The secrete in this is to communicate with your customers & collaborate with them to improve your offerings. #commschat
• about 13 hours ago 2: There has been a slow erosion in benevolent trust as technology gives access to more info and advice from peer networks #commschat
• about 13 hours ago @CommsChat because these organisations don’t seem to understand their customers and the impact their decisions have #Commschat
• about 13 hours ago Being bold, creative, honest & approachable give your customers every reason to care about your biz; the ultimate #custserv. #commschat
• about 13 hours ago So, why do we think trust has eroded so much in those particular industries #commschat
• about 13 hours ago One key reason is that they haven’t grasped the need for transparency and ease of service in the modern world#Commschat
• about 13 hours ago @CommsChat poor customer exp is often caused by bureacracy/red tape – teams want to delight customers but constrained by process #commschat
• about 13 hours ago 1: Scandal and financial crisis has can affect on functional trust – i.e. to deliver products and services as promised#commschat
• about 13 hours ago Q2: There has been both a drastic downturn as well as a slow erosion of trust on 2 levels: #commschat
• about 13 hours ago @padraic_knox I agree with that-service sounds like a transaction,customer service should be based on values not just value? #Commschat
• about 13 hours ago @padraic_knox @Engagingbrand@CommsChat Customer Experience is better to use & staff got to be trained to deliver top experience. #commschat
• about 13 hours ago @rufusleonard @CommsChat true and don’t think you know if you have been there for a while get out and see#commschat
• about 13 hours ago @Engagingbrand @CommsChat great for engagement (supporting your colleagues at busy time) + learn more and stay close to customers #commschat
• about 13 hours ago RT @digiconvs: Every employee is in fact your biz representative & face of your brand; hence #custserv is everyones job. #commschat
• about 13 hours ago @amandacomms @CommsChat Employee awareness of diff parts of the biz can help give a joined up brand experience across all ‘depts’ #commschat
• about 13 hours ago @Engagingbrand Every employee is in fact your biz representative & face of your brand; hence #custserv is everyone’s job. #Commschat
• about 13 hours ago @kikiloola Agreed…and our first customer is ourselves…do we believe in what we are “selling” the brand?#Commschat
• about 13 hours ago Ok, so to get sector specific with no.2: Why has there been such downturn in the perception of financial and utility co.s? #commschat
• about 13 hours ago @padraic_knox Great initiative…..funny how companies spend on user groups rather than taking time to be with actual customers #Commschat
• about 13 hours ago @amandacomms It’s worth doing and some organisations have even placed their Comms and Customers Service departments together #commschat
• about 13 hours ago @Engagingbrand @CommsChat “Customer service” this word should be banned. It’s all about the “Customer experience” #commschat
• about 13 hours ago @Engagingbrand Completely agree. We are all someone’s customer and, as communicators, we have a lot of customers ourselves. #commschat
• about 13 hours ago @Engagingbrand @rufusleonard Thanks for the RTs, appreciated! 🙂 #commschat
• about 13 hours ago @CommsChat over 100 of our employees are going to out retail stores at Xmas to support our colleagues-thats getting out there #commschat
• about 13 hours ago I always see it as strange we call customer service a function…..it is a function of everyone not a dept#Commschat
• about 13 hours ago RT @rufusleonard Customer Service is a brand’s body language & a brand is everything a biz has! Trust & loyalty got to be earned. #commschat
• about 13 hours ago @CommsChat absolutely see what people on front line do, spot issues early. I am getting senior comms staff to do same #commschat
• about 13 hours ago Trust is earned not given, it is day to day actions that are the foundations for the temple of trust! #Commschat
• about 13 hours ago @amandacomms I bet! Customer service usually first port fo call for consumers. The first building block of brand trust for most #commschat
• about 13 hours ago Agreed! RT @rufusleonard Trust has to be earned through demonstrable action i.e. customer service. It can’t be claimed. #commschat
• about 13 hours ago RT @digiconvs: #CustServ is the new PR; the propeller behind trust! RT @CommsChat #Commschat Why are public trust and customer service so closely linked?
• about 13 hours ago @amandacomms Must have been so interesting! would hands on customer service experience benefit comms teams? #commschat
• about 13 hours ago @rufusleonard Customer Service is a brand’s body language & a brand is everything a biz has! Trust & loyalty got to be earned. #commschat
• about 13 hours ago @CommsChat they dont have cust exp consultants working for them or anyone to examine their process / break down customer barriers #commschat
• about 13 hours ago RT @rufusleonard: Trust has to be earned through demonstrable action i.e. customer service. It cant be claimed. #commschat
• about 13 hours ago @CommsChat its surprising in this day and age that a lot of companies do not have plans to become more customer obsessed #commschat
• about 13 hours ago Customer service often the first point of contact for customers. They must build trust at initial communication.#commschat
• about 13 hours ago Trust has to be earned through demonstrable action i.e. customer service. It can’t be claimed. #commschat
• about 13 hours ago How many PROs have worked customer service desks? I did last week and it was an eye opener about service#commschat
• about 13 hours ago @CommsChat Totally! #CustServ is an effective way for building relationships & earning loyalty; foundations of brand development. #commschat
• about 13 hours ago @CommsChat from an engagement point of view,poor trust index usually affects your customers and how they ar dealt with #commschat
• about 13 hours ago @CommsChat #Commschat customer facing staff both bear the brunt & can offer insight into perception of trust, your barometer of trust
• about 13 hours ago Customer service is fundamental to trust. For most brands, it’s the main interaction between themselves and consumers. #commschat
• about 13 hours ago Propeller such an interesting way of thinking about it @digiconvs . Customer service the driving force behind rep maybe? #commschat
• about 13 hours ago @kikiloola, or with the products or services you purchase. Some sectors lack interaction w consumer, but dont do cust serv well #commschat
• about 13 hours ago What are your thoughts on the link between trust and customer service @rufusleonard? #commschat
• about 13 hours ago #CustServ is the new PR; the propeller behind trust! RT @CommsChat #Commschat Why are public trust and customer service so closely linked?
• about 13 hours ago #commschat tonight is all about trust, and it’s on now! Join in at http://t.co/p7uCV16A
• about 13 hours ago @CommsChat Because you don’t have a relationship with a corporation – you have it with the individual(s) you interact with. #commschat
• about 13 hours ago RT @Engagingbrand: Because it is how you deal with people that builds the trust….actions and words must match…#Commschat #commschat
• about 13 hours ago @padraic_knox Just a nudge – people will be able to track your tweets better if you include the #commschat tag
• about 13 hours ago @CommsChat Without trust, biz won’t last long & without #custserv there wouldn’t be a strong connection between biz & customers. #Commschat
• about 13 hours ago @padraic_knox @digiconvs hello hello!#commschat
• about 13 hours ago @CommsChat whether that being a service, utility, banking orin fact any professional service provider#commschat
• about 13 hours ago @CommsChat Hi, Im Padraic, Internal Comms Consultant with Vodafone Ireland #commschat
• about 13 hours ago @CommsChat @Communicatemag Hi Molly, how are you this evening? Let’s do #Commschat! 🙂
• about 13 hours ago #Commschat Why are public trust and customer service so closely linked?
• about 13 hours ago RT @CommsChat: Ok, almost time to get started… #commschat
• about 13 hours ago #Commschat So without further ado, here’s topic no.1 for @rufusleonard and #commschat this evening…
• about 13 hours ago Hi all, not been around for a while …#commschat
• about 13 hours ago #Commschat A little bit of housekeeping: I’m Molly, editor @Communicatemag . You don’t have to introduce yourself to join in, but feel free

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