Excessive Trust – When Trust Goes Wrong
Excessive Trust – When Trust Goes Wrong
In this post Customer Attuned co-founder and academically acclaimed author, Dr Mark Hollyoake provides reveals what happens when companies experience Excessive Trust.
In this series, Dr Mark has narrated us through the S-Curve of Trust, an illustration of the journey trust takes through B2B relationships. The series starts with an overview before Mark begins with ‘Everyday Trust’ and continues with ‘Risk-Based Trust’ and the nuances of ‘Knowledge-Based Trust’. And in the last video, Dr Mark explained that ‘Identification based Trust’ is the nirvana, where all companies want to exist, but very few get there.
In this video, the last in the series, Dr Mark reveals how those companies who exist in the nirvana stage can creep over into Excessive Trust, where companies can be exposed to risk and leak relational benefit. But there are ways to recover and in fact, avoid creeping into Excessive Trust, and Dr Mark lists the key factors companies should practice to keep them on even footing.
Watch the video to hear what he says, does this sound familiar to you?
To binge-watch the whole series now, please head to the S-Curve of Trust Explained.
Our services are based on this understanding of trust.
| Embed Trust in your Customer Strategy: | Embed Trust in your Strategic Partnerships: | Embed Trust in your Account Management Teams |
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To learn how you can build trust in to your customer relationships, please contact us.
If you would like to read more of Dr Mark’s seminal work on B2B Trust, please read his blogs and join him on LinkedIn.
He is an expert in B2B Customer Experience and Customer Management. This includes CM strategy development; execution of improvement plans (incl. organisational modelling for customer management); programme design; and partnership & alliance development.
Mark's applied work across FMCG, industrials, medical devices, financial services, business services and construction has led to organisations making, significant improvements to their customer management. A large focus of this work has been moving organisations up the Trust Ladder to enable them to benefit from reduced cost to serve, while continuing to innovate and deliver mutual value.
Mark is a Fellow of the Chartered Institute of Marketing and Member of the Institute of Sales and Marketing Management. He holds an MBA in strategy from Henley Business School.
- Excessive Trust – When Trust Goes Wrong - October 29, 2024
- Identification Based Trust - October 21, 2024
- Introducing Knowledge Based Trust - October 15, 2024
