Marketing | 3min Read
The Value of Building Trust with Shoppers
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Edelman Trust Institute, the producer of the famed annual Edelman Trust Barometer explains how and why trust is the “Ultimate Currency”:
“We have studied trust for more than 20 years and believe that it is the ultimate currency in the relationship that all institutions — business, governments, NGOs and media — build with their stakeholders. Trust defines an organization’s license to operate, lead and succeed. Trust is the foundation that allows an organization to take responsible risk, and, if it makes mistakes, to rebound from them.”
For automotive dealers, when a shopper is able to quickly navigate a Dealer website, a sense of comfort develops and that is one of the building blocks of trust. Providing pricing that is accurate is another. Responding quickly and comprehensively to information requests is yet another. Each interaction in the Dealership provides more opportunity to earn trust. It is this trust that powers eventual purchase(s) together with subsequent finance and insurance decisions.
Conversely, the likelihood of shoppers staying on a Dealer website diminishes rapidly if shoppers fail to quickly access the information they need such as details about a specific model or available inventory or the dealer’s address or how to schedule their first service appointment or where to leave a review. Shoppers very quickly find the website of another store perhaps the Dealer closer to the office, or the Dealer who recently reached the shopper with a streamed ad. Just as trust is earned, loyalty is also earned.
It all starts with a great customer experience when the shopper first visits your website!
Jazel is the Customer Experience (CX) Website pioneer and leader! Top, discerning Dealers turn to Jazel to standout and outcompete in their markets.