The Four Factors of Trust

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The essential, data-driven blueprint to build trust in your organization.

Did you know that trusted companies outperform their peers by up to 400%? That customers who trust a brand are 88% more likely to buy again? And that 79% of employees who trust their employer are more motivated to work (and less likely to leave)?

The importance of trust is at an all-time high—just as our inclination to trust is at an all-time low.

Building trust is your single greatest opportunity to create competitive advantage. With new data at its core, The Four Factors of Trust gives you practical guidance to measure and build trust in the relationships that matter the most—with your customers, workforce, and partners.

Trust ultimately comes down to just Four Factors: Humanity, Capability, Transparency, and Reliability.

These Four Factors make up Deloitte's HX TrustID^TM, a groundbreaking measurement tool poised to become the gold standard for evaluating organizational performance. Ashley Reichheld and Amelia Dunlop show how your organization can use HX TrustID^TM to measure, predict, and build trust to earn lifelong loyalty—and elevate the human experience with your customers, workforce, and partners. The Four Factors of Trust lays it all out in do-able parts so you can:

• Create better business outcomes by understanding how trust affects human behaviors
• Measure your company's trust score—revealing strengths, deficits, and opportunities to (re)build trust with key stakeholders
• Design actionable strategies to improve trust with your customers, workforce, and partners
• Build trust and earn loyalty through every business function from marketing to operations to talent experience

With compelling stories from leading organizations—and practical applications in Marketing & Experience, Cybersecurity, HR, Sustainability (ESG), and Operations & Technology—The Four Factors of Trust will enable you to create the relationships you want to build, the organizations you want to belong to, and the world you want to live in.

Introduction 1

Part I: What You Need to Know About Trust

1 The Four Factors That Drive Trust 15

2 Wrestling with Trust 31

3 The Path to Loyalty 41

4 The Most Trusted Organizations 51

5 The Least Trusted Organizations 61

6 The Demographics of Trust 71

7 The Trust Ecosystem 85

8 This Is Just the Beginning 97

Part II: The "How-to" of Trust

9 How to Build Trust 115

10 Executive Leadership 131

11 Sustainability and Equity 143

12 Marketing and Experience 159

13 Talent and Human Capital 175

14 Operations and Technology 189

15 Cybersecurity 199

Appendix

Appendix A: HX TrustID Survey Methodology 223

Appendix B: The Demographics That Matter Most for Customers 229

Appendix C: The Demographics That Matter Most for Workers 235

Endnotes 243

Acknowledgments 273

About the Authors 275

Index 277

ASHLEY REICHHELD, a Principal at Deloitte Digital, works with clients across industries to help them to reimagine their brands and experiences. Building trust is the greatest opportunity for competitive advantage. So Ashley created HX TrustID^™ –a groundbreaking tool to help companies measure, predict, and build trust with their customers, workforce, and partners.
AshleyReichheld.com

AMELIA DUNLOP, Chief Experience Officer at Deloitte Digital, helps organizations solve their toughest problems using human-equity-centered design to build empathy and trust with customers, workers, and partners. She is the author of The Wall Street Journal bestseller, Elevating the Human Experience: Three Paths to Love and Worth at Work.
AmeliaDunlop.com

The essential, data-driven blueprint to build trust in your organization.

Did you know that trusted companies outperform their peers by up to 400%? That customers who trust a brand are 88% more likely to buy again? And that 79% of employees who trust their employer are more motivated to work (and less likely to leave)?

The importance of trust is at an all-time high—just as our inclination to trust is at an all-time low.

Building trust is your single greatest opportunity to create competitive advantage. With new data at its core, The Four Factors of Trust gives you practical guidance to measure and build trust in the relationships that matter the most—with your customers, workforce, and partners.

Trust ultimately comes down to just Four Factors: Humanity, Capability, Transparency, and Reliability.

These Four Factors make up Deloitte’s HX TrustID^™, a groundbreaking measurement tool poised to become the gold standard for evaluating organizational performance. Ashley Reichheld and Amelia Dunlop show how your organization can use HX TrustID to measure, predict, and build trust to earn lifelong loyalty—and elevate the human experience with your customers, workforce, and partners. The Four Factors of Trust lays it all out in doable parts so you can:

1. Create better business outcomes by understanding how trust affects human behaviors
2. Measure your company’s trust score—revealing strengths, deficits, and opportunities to (re)build trust with key stakeholders
3. Design actionable strategies to improve trust with your customers, workforce, and partners
4. Build trust and earn loyalty through every business function from marketing to operations to talent experience

With compelling stories from leading organizations—and practical applications in Marketing & Experience, Cybersecurity, HR, Sustainability (ESG), and Operations & Technology—The Four Factors of Trust will enable you to create the relationships you want to build, the organizations you want to belong to, and the world you want to live in.

Praise for THE FOUR FACTORS OF TRUST

“We all know the importance of trust, but few of us really understand how to earn it. In this remarkably readable, well-researched, and actionable book, Ashley and Amelia reveal what it takes.”
—ADAM GRANT, author of #1 New York Times bestseller Think Again and host of the TED podcast, WorkLife

“Trust is the one thing that changes everything—a force-multiplier for performance. Whether you’re in the C-Suite or on the factory floor, this terrific book will show you how.”
—STEPHEN M. R. COVEY, author of New York Times bestseller The Speed of Trust

“Nothing is more important than trusted relationships with your stakeholders. Every organization can benefit from The Four Factors of Trust, a thoroughly researched, comprehensive guide for creating a deeply-rooted culture of trust.”
—AMY WEAVER, President and Chief Financial Officer, Salesforce

“How do the most trusted organizations earn trust from customers and employees? Ashley and Amelia unravel the mystery in this vital and pragmatic book.”
—DANIEL H. PINK, author of New York Times bestsellers The Power of Regret and Drive

“The Four Factors of Trust reveals a new, research-based measurement tool for earning trust from customers, employees, investors, and other stakeholders. Invaluable for CEOs.”
—HENRIETTA FORE, Chairman and CEO, Holsman International

“A compelling data-driven narrative that breaks down the complexities of what it means to build trust with wisdom and humor. Don’t miss it.”
—SANDRA SUCHER, Harvard Business School professor and author of The Power of Trust

“Read this important new book so you can help your organization measure and manage trust—one of the most vital ingredients for building relationships that are worthy of loyalty.”
—FRED REICHHELD, creator of the Net Promoter^® Score and System and author of Winning on Purpose