Trust is one of the many factors that relate to customer satisfaction. When a customer does business with your organization, they have trusted you enough to do business with you. But trust can be broken in many ways, covered by The Speed of Trust by Stephen M. R. Covey. Three key behaviors from this book that customer satisfaction professionals need to promote in their organizations are transparency, clarify expectations and right wrongs. A story of a major caught in a ‘real and apparent conflict of interest’ is an example of these principles.

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