COVER STORY
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A violation of trust
By tori richardsPublished: June 01, 2011
What does it take to destroy the loyalty of an Orange County consumer? Not much. Our survey reveals two big trust violators.
Like
any relationship, building and sustaining a brand takes work and
commitment. And also, like relationships, once that trust is violated,
the road back to redemption can be rocky – perhaps even unsalvageable.
“I
would never shop at a place again
that gave me bad customer service,”
says
Most Trustworthy Brands survey respondent Stephanie Koetje, an
Anaheim homemaker.
Indeed, showing a lack of concern for
customer needs is probably the most significant violation of trust
revealed by our survey this year.
“Consumers are expecting to
see a renewed level of concern coming from the brands they choose,”
says Mike Weisman, president and co-founder of the Santa Ana-based
advertising and communications firm DGWB and The Values Institute think
tank – both of which are partners with OC METRO on the Most Trustworthy
Brands initiative. “I believe that feeling is manifested in the notion
that being genuine, up front and
honest demonstrates true concern.
Without
it, we begin to wonder about the overall trust-worthiness of
the brands we are engaged with.”
Another big violation of trust revealed by our survey: a lack of transparency or openness.
“Genuineness
seems to be an area that can jeopardize an otherwise trusting
relationship,” Weisman says. “Going into the survey, we began to see
evidence of this trend. It appears that being able to readily get
information ... is a value that is increasingly important to consumers.
We become suspicious when we don’t think a brand is being up front or
honest with us.”
Survey participant Jenny Wedge, who is manager of public relations for John Wayne Airport, agreed with both issues.
“I
would say a lack of concern and transparency would make me think twice
about whether I wanted to use a brand again,” she says. “Any time a
brand has bad press, that company needs to come out with an explanation
right away. If not, it shows me they don’t care.”
Perhaps no brand serves as a case study on this issue better than the Los Angeles Dodgers.
On
the most important values that this year’s Most Trustworthy Brands
survey identified – ability, sincerity, concern, connection to the
public and consistency in performance – the Dodgers organization falls
glaringly short. For more than a week after the near-fatal beating of a
Giants fan in the parking lot, the Dodgers refused to answer questions
about security and safety at the ball club.
Owner Frank
McCourt stayed silent, while the media continued digging and, with
words, painted a picture of a dysfunctional organization. Fans unleashed
their frustration over everything from excessive waits at refreshment
stands, to the price of hot dogs, to the size of beer cups.
“News
and branding don’t happen in a vacuum,” says public relations expert
Joan Gladstone, who specializes in crisis communications. “The
extraordinarily public divorce proceedings, the baseball league coming
in and saying, ‘We want to take over because we don’t trust you’ – add
to that this attack against a fan, and you have the makings of a perfect
storm.”
A similar scenario erupted with BP Oil’s massive
spill in the Gulf of Texas. As with the Dodgers, CEO Tony Hayward came
forward after brand trust had eroded, but his lack of empathy and
connection to customers made the matter worse.
“You can’t
just say something; your behavior needs to replicate what you are
doing,” says Chesley Beaver, the architect of our survey. “We want
clients to change their behavior. There are several studies of people
falling out of favor and coming back.”
Beaver cited Jamba Juice,
which had issues with contaminated products. They were immediately
transparent with customers about how and why the mishap happened,
allowing trust to be regained.
“Typically, when trust is
damaged or destroyed, it is a long-term process to repair,” Gladstone
says. “It’s not the same as taking out an ad or admitting a mea culpa at
a press conference. You can’t just say ‘I’m sorry.’ You need proof.
What changes will you make in your organization? You have to show
people. You can’t just make an empty promise.”
ORANGE COUNTY'S 16
MOST TRUSTWORTHY BRANDS
American Red Cross | Apple | Chapman University
Chick-fil-A | CHOC Children’s Hospital | Costco
Disneyland Resort | Girl Scout Council of Orange County
Hoag Memorial Hospital Presbyterian | In-N-Out Burger
Nordstrom | Planned Parenthood | St. Joseph Hospital
Target Corp. | Toshiba America | Wells Fargo
ALSO, CHECK OUT:
A note from Publisher Steve Churm
Trust: An essential business element
A violation of trust
Most Trusted Brands' survey demographics
<<< BACK TO MOST TRUSTED BRANDS MAIN PAGE
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What does it take to destroy the loyalty of an Orange County consumer? Not much. Our survey reveals two big trust violators. Like any relationship, building and sustaining a brand takes work and commitment. And also, like relationships, once that trust is violated, the road back to redemption can be rocky – perhaps even unsalvageable. “I would never shop at a place again that gave me bad customer service,” says Most Trustworthy Brands survey respondent Stephanie Koetje, an Anaheim homemaker. Indeed, showing a lack of concern for customer needs is probably the most significant violation of trust revealed by our survey this year. “Consumers are expecting to see a renewed level of concern coming from the brands they choose,” says Mike Weisman, president and co-founder of the Santa Ana-based advertising and communications firm DGWB and The Values Institute think tank – both of which are partners with OC METRO on the Most Trustworthy Brands initiative. “I believe that feeling is manifested in the notion that being genuine, up front and honest demonstrates true concern. Without it, we begin to wonder about the overall trust-worthiness of the brands we are engaged with.” Another big violation of trust revealed by our survey: a lack of transparency or openness. “Genuineness seems to be an area that can jeopardize an otherwise trusting relationship,” Weisman says. “Going into the survey, we began to see evidence of this trend. It appears that being able to readily get information ... is a value that is increasingly important to consumers. We become suspicious when we don’t think a brand is being up front or honest with us.” Survey participant Jenny Wedge, who is manager of public relations for John Wayne Airport, agreed with both issues. “I would say a lack of concern and transparency would make me think twice about whether I wanted to use a brand again,” she says. “Any time a brand has bad press, that company needs to come out with an explanation right away. If not, it shows me they don’t care.” Perhaps no brand serves as a case study on this issue better than the Los Angeles Dodgers. On the most important values that this year’s Most Trustworthy Brands survey identified – ability, sincerity, concern, connection to the public and consistency in performance – the Dodgers organization falls glaringly short. For more than a week after the near-fatal beating of a Giants fan in the parking lot, the Dodgers refused to answer questions about security and safety at the ball club. Owner Frank McCourt stayed silent, while the media continued digging and, with words, painted a picture of a dysfunctional organization. Fans unleashed their frustration over everything from excessive waits at refreshment stands, to the price of hot dogs, to the size of beer cups. “News and branding don’t happen in a vacuum,” says public relations expert Joan Gladstone, who specializes in crisis communications. “The extraordinarily public divorce proceedings, the baseball league coming in and saying, ‘We want to take over because we don’t trust you’ – add to that this attack against a fan, and you have the makings of a perfect storm.” A similar scenario erupted with BP Oil’s massive spill in the Gulf of Texas. As with the Dodgers, CEO Tony Hayward came forward after brand trust had eroded, but his lack of empathy and connection to customers made the matter worse. “You can’t just say something; your behavior needs to replicate what you are doing,” says Chesley Beaver, the architect of our survey. “We want clients to change their behavior. There are several studies of people falling out of favor and coming back.” Beaver cited Jamba Juice, which had issues with contaminated products. They were immediately transparent with customers about how and why the mishap happened, allowing trust to be regained. “Typically, when trust is damaged or destroyed, it is a long-term process to repair,” Gladstone says. “It’s not the same as taking out an ad or admitting a mea culpa at a press conference. You can’t just say ‘I’m sorry.’ You need proof. What changes will you make in your organization? You have to show people. You can’t just make an empty promise.” ORANGE COUNTY'S 16 MOST TRUSTWORTHY BRANDS American Red Cross | Apple | Chapman University Chick-fil-A | CHOC Children’s Hospital | Costco Disneyland Resort | Girl Scout Council of Orange County Hoag Memorial Hospital Presbyterian | In-N-Out Burger Nordstrom | Planned Parenthood | St. Joseph Hospital Target Corp. | Toshiba America | Wells Fargo ALSO, CHECK OUT: A note from Publisher Steve Churm Trust: An essential business element A violation of trust Most Trusted Brands' survey demographics <<< BACK TO MOST TRUSTED BRANDS MAIN PAGE |
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