Don Peppers and Martha Rogers recently published a new book, Extreme Trust: Honesty as a Competitive Advantage.

It’s premise is consistent with Dr. Ralph James’ book, The Integrity Chain, about which I’ve posted many times.

Consumers are sharing so much information about products, services and companies online that they are beginning to demand higher levels of trustworthiness and transparency. This is what Peppers and Rogers refer to as “extreme trust.”

Don Peppers provides examples of two companies who exemplify “extreme trust” — Amazon and iTunes, which will both remind you that you’ve already purchased an item and ask you if you really want to purchase it again rather than go ahead and let you buy a duplicate of what you already have.

Amazon and iTunes are watching out for their customers rather than blindly taking their money. This in-turn build a more trusting relationship.

Contrast this with an airline that won’t let you get on an earlier flight, that has empty seats, without charging you a “change fee” or a cellular phone company failing to proactively tell you about a new rate package that would be more economical for you based on you past usage.

Companies that put the customer first will:

  1. Build a more trustworthy and loyal customer-base
  2. Have customers that buy more and buy more frequently
  3. Have customers that will tell others about their outstanding experience
  4. Be more profitable

As Peppers and Rogers note, “having customers who want you to succeed is a very important aspect of this strategy.”

Raving fans can do amazing things for your business.




Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional