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Delivering Knock Your Socks Off Service, 5th Edition by John BUSH, PERFORMANCE RESEARCH ASSOCIATES

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11Creating Trust in an Insecure, Suspicious World

“Give trust, and you’ll get it double in return.”

—Kees Kamies

Trust is the platinum standard of customer service. It is the glue that keeps customers coming back. The customer’s faith in your word and belief in your promises are what saves you in those difficult times when everything seems to be going wrong. If you have made promises in the past and things have turned out well, the customer will trust you when things go from good to bad to worse.

Customer trust grows slowly, develops over time, and is a succession of positive experiences. Trust can be dashed by a single incident of unfaithfulness and can be cemented by a singular memorable act.

Fairness is one of the customer’s most critical ...

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