Do You Trust Your Toilet Paper?
It might be a silly question, but one that Procter & Gamble takes seriously. The more customers can rely on a brand for product quality and dedication to the customer, the stronger the relationship becomes. Today's issue of 1to1 Weekly delves into P&G's commitment to privacy protection and the online customer experience. It shows that customer trust can have a big impact on reputation and the bottom line.
As the company/customer relationship evolves into an interactive one, trust becomes even more important. With social media and word-of-mouth driving marketing these days, a company's commitment to customers should become a top priority. How important is customer trust to your company, and what do you do to influence that trust?
Related Entries
- Privacy versus Savings and Convenience
- Guest Blogger Jeanne Bliss: Decide to Believe -- The First Decision of Beloved and Prosperous Companies
- Guest Blogger Jim Champy: Developing Values-Based Relationships
I also don't think this effort will significantly move the needle on brand equity or add immediate value that can be measured through sales and bottom line results.
That said, trust is built not through a one-time event or program, but through one program after another. Consistent behavior builds trust and enhances reputation, after all.
Viewed in this light, I applaud P&G for offering consumers more than they would expect on privacy.
It may only be one small part of a consumer's experience with a company, but I like that P&G is paying attention to small. It makes me think that they are also paying attention to the big parts as well.
I'm not overly impressed with P&G's new privacy endeavor. As a former P&G employee and consumer, I don't see the real value they've added in creating this website. To me it's just another soft marketing ploy to improve consumer's perception of what P&G is about. There is nothing wrong this approach, I just think it's not a real value add. I guess we'll wait and see what this does to improve P&G's corporate equity and brand sales.