Is trust becoming the ultimate measure of customer excellence?

After a brilliant couple of days at CCA Raising the Bar Summit, I've been reflecting on one word that surfaced again and again throughout the conversations: trust.

Trust between leaders and their people.
Trust to empower colleagues to make decisions.
Trust between organisations and their customers.
Trust in how we use AI, data and technology.

And trust that the standards and values we set continue to guide decisions when things get difficult.

We talked a lot about the future – changing customer expectations, new technologies, different operating models and what it will take for organisations to keep raising the bar. But perhaps the outcome we're ultimately trying to create is actually quite simple.


For a customer, could trust be the confidence to say:
“I have no doubt I will get what I asked for.”

And as technology becomes increasingly accessible to everyone, perhaps that confidence becomes even more important. Technology can make things faster. It can make things easier. It can anticipate needs and remove effort. But trust still has to be earned.

So this week's Friday Question is: Is trust becoming the ultimate measure of customer excellence?

And if it is, what do organisations and their leaders need to do to earn it, build it and keep it?

I'd love to hear what you think – what builds trust for you, and what puts it most at risk

We'd love to hear your thoughts...
Email: sharon.johnston@cca-global.com