Author: Jay Zaltzman

The customer trust gap

90% of business executives think customers highly trust their companies while only 30% of consumers actually do (according to PwC’s 2024 Trust Survey). That “trust gap” is a problem: when customers trust a company, they are more inclined to make repeat purchases, less sensitive to price changes, and more likely to recommend the brand to others. More trust equals higher profits.

How can companies actually increase customer trust? Consider the following actions:

  • Customer service: This is your frontline in the battle for trust. Ensure your customer service is responsive, empathetic, and solution-oriented. A positive service experience can turn a disgruntled customer into a loyal advocate.
  • Listen: Engage with your customers across multiple platforms. Whether it’s social media, email, or in-person interactions, make sure you’re listening and responding to their needs and feedback.
  • Care: Demonstrate that you value your customers beyond the transaction. Personalize interactions, celebrate their milestones, and make them feel part of your brand’s journey.
  • Transparency: Be open about your products, pricing, and policies. Customers appreciate honesty and are more likely to trust brands that are upfront about their limitations and strengths.
  • Social proof: Encourage satisfied customers to share their experiences through reviews and testimonials. Real stories from real people carry more weight than any marketing message. Share these testimonials widely to build credibility.

One example of a company that enjoys customer trust is Chewy.com, a pet retailer. Chewy has distinguished itself through its exceptional customer service. For instance, when customers experience the loss of a pet, Chewy has been known to send sympathy flowers to grieving customers who reach out to return pet food. This gesture not only includes a full refund but also encourages customers to donate the food to shelters, showcasing a deep understanding of customer emotions and needs.

Another example: Subaru. Known for its transparency and commitment to safety, Subaru has built a reputation for reliability and proactive customer service. This level of trust is further reinforced by the company’s consistent efforts to address customer feedback and concerns, which enhances its relationship with consumers.

Find out how to increase trust among your customers. Email me at info at bureauwest.com.

Sources: “PwC’s 2024 Trust Survey: 8 key findings,” PwC, March 12, 2024; “Translating trust into business reality,” PwC, September 23, 2022; “How Business Can Build and Maintain Trust,” Harvard Business Review, February 7, 2022

Posted on by Jay Zaltzman

Using humor in research

My friend and colleague Tom Rich just wrote a great article about how using humor can improve the results of focus groups and interviews. It’s a point worth emphasizing. When people participate in qualitative research, they are speaking to a person or people they don’t know and they’re not sure what to expect. As a result, they are less likely to be candid and may tend toward “politically correct” responses to questions.

Humor helps participants feel more comfortable. It makes the conversation feel more casual and less “official.” If the moderator makes a self-deprecating joke, it implies that he or she isn’t perfect – and the participants aren’t expected to be perfect, either. For example, Tom like to joke that the session is being recorded because “I’m too lazy to take notes.”

However, humor is not a tool that should be used lightly (if you’ll excuse the pun!). It’s important to remember that the goal is to put participants at ease, not for the moderator to be seen as a great comedian. I’ve often said that we moderators need to emulate Pat Sajak from Wheel of Fortune when it comes to humor – his jokes were always completely bland and inoffensive. We don’t want to run the risk of offending our participants… that would be counter-productive!

For example, I used to frequently make a joke when asking about people’s lives along the lines of “you guys don’t have any stress in your lives, do you?” Everyone would laugh, because – of course – everyone feels like their lives are stressful nowadays. But one day when I was conducting focus groups in a suburban location in Tennessee, I made that joke and I saw a momentary flash of anger. I immediately smoothed things over saying something about how everyone’s lives are so stressful and the moment passed. Upon reflection, I realized that I was in a small town in Tennessee with a New York accent and business casual clothing that looked different than what the participants were wearing. For a moment, they thought I was looking down at them thinking their lives were simpler than mine. I’m sure Pat Sajak would not have made that mistake!

Let’s figure out what your customers really think. Email me at info at bureauwest.com.

Sources: “Using Humor to Improve Conversation,” Thomas Rich, July 17, 2024; Bureau West Research

Posted on by Jay Zaltzman

Mindful consumerism: quality over quantity


Welcome to the era of mindful consumerism, where quality reigns supreme and intentional purchases are the new black. Consumers are embracing a new mantra: less is more. But this isn’t just about decluttering or minimalism. It’s about making deliberate choices that align with their values, their wallets, and their world.

Picture this: You’re standing in a store, eyeing a beautiful leather jacket. It’s not cheap, but it’s well-made and timeless. Next to it hangs a cheaper alternative that’s on-trend but likely won’t last the season. Which do you choose?

Increasingly, consumers are opting for the former. They’re investing in quality pieces that stand the test of time, both in style and durability. This shift towards intentional purchasing is reshaping the retail landscape, forcing brands to up their game or risk being left behind.

But why the change? Several factors are at play:

  • Economic savviness: With inflation biting and purse strings tightening, consumers are thinking long-term. They’re realizing that spending more upfront on quality items can save money in the long run.
  • Environmental consciousness: The throwaway culture is out. Sustainability is in. Consumers are waking up to the environmental impact of fast fashion and disposable goods.
  • Value alignment: People want to support brands that share their values. Whether it’s ethical production, fair labor practices, or eco-friendly materials, consumers are voting with their wallets.
  • Experience over stuff: There’s a growing realization that happiness doesn’t come from accumulating things. Instead, people are seeking quality experiences and products that enhance their lives.

How is this trend reflected in customer behavior?

  • Customers are doing more research before they buy.
  • There is greater interest in timeless pieces that are perceived to transcend trends.
  • They consider cost per use. A $200 jacket worn 100 times is better value than a $50 one worn twice.
  • They are willing to pay more in areas that matter to them. It’s okay to splurge when it’s important while economizing on less important items.

But defining “quality” isn’t always straightforward. It’s not always about price tags or brand names. The perception of quality can come craftsmanship, the materials used, and the values behind the brand. This presents both a challenge and an opportunity for brands. Those who can authentically deliver on quality and communicate their value proposition effectively will win the hearts (and wallets) of discerning consumers.

What are your customers looking for when it comes to quality? Let’s ask them! Email me at info at bureauwest.com.

Sources: “Here Are The Consumer Behaviors That Will Continue Into 2024.” 5Wpr, 1/15/24; “Conscious Consumer Spending Could Be At A Tipping Point,” Forbes, 11/30/23; “Navigating the Dynamic Retail Landscape,” KNow Research, 1/26/24

Posted on by Jay Zaltzman

Getting inside customers’ brains

I was just listening to a podcast from Hidden Brain about how habituation impacts our enjoyment and engagement with things in our lives. Habituation is the brain’s tendency to tune out or discount the familiar and favor the new. For example, research has found that travelers experience the most joy during the first two days at a vacation spot. They might still enjoy themselves on the following days, just not as much as they did when the experience was brand new.

It occurred to me that companies can utilize an understanding of habituation to market more effectively and to also improve the customer experience, to get customers to keep coming back and even recommend the company to their friends.

Make marketing more effective by combatting habituation:

  • Vary marketing messages. Tell stories. Use humor. Tug at heartstrings. Find fresh angles to present your core value proposition. This will increase interest from prospects and may also provide existing customers with new reasons to love your brand.
  • Use a mix of content formats. Different formats keep your audience on their toes, eager for the next surprise. Consider a quirky video one week and an intriguing infographic next. That kind of variety can reignite interest and keep your brand top of mind.

Overcome habituation for better customer experience:

  • Feedback and innovation. Keep learning about your customers. What delighted them yesterday might not work tomorrow. By staying ahead of the curve, you’ll ensure your marketing and customer experience remain fresh, engaging, and effective.
  • Consider personalization. Personalized emails, tailored recommendations, and bespoke offers make your customers feel seen and valued. This individual attention reduces the risk of habituation because each interaction feels unique and relevant.
  • Surprise your customers. Incorporating unexpected rewards or gestures can significantly enhance the customer experience. Surprise discounts or little freebies with a purchase are moments that stick with customers, breaking the routine and creating positive associations with your brand.

Let’s discuss how to keep your brand fresh in customers’ minds. Email me at info at bureauwest.com.

Sources: “Making the World Sparkle Again,” Hidden Brain, 6/24/24; “Stop Habituation with Learning Code 4,” LinkedIn, 6/21/24; “The big idea: this simple behavioural trick can help you get more out of life,” The Guardian, 2/19/24

Posted on by Jay Zaltzman