In this section:
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TrustLogic® Demo survey link for Volkswagen
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Volkswagen trust driver analysis results and implementation example
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Further TrustLogic® Analysis possibilities
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TrustLogic® for People & Culture, Investors and Reputation
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Try the survey. In the link, we've set up the TrustLogic® Module for Volkswagen in SightX. It includes explanatory notes and for demo purposes we included Trust Triggers® across all Trust Buckets®.
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Example: Volkswagen Trust Driver Analysis
We have a continuously running survey on Volkswagen. Here you see how the Trust and KPI driver analysis can immediately guide the teams in marketing, sales, or customer service. If you’re using a survey platform like Qualtrics, direct connections can be made through Salesforce, HubSpot, and other integrations.
Analysis notes:
The Volkswagen data shows that
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Trust determines 83% of Volkswagen's NPS
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Relationship Trust and Development Trust are most important for Volkswagen customers. Together these two trust aspects drive over 50% of all trust.
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The most important trust drivers for customers are similar acorss age groups, providing a clear focus.
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The specific Trust Triggers® that build Relationship and Development Trust most effectively can be implemented instantly.
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Implementation Example: Briefing Sales Teams
The following messages significantly enhance our trustworthiness:
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We have learned from the Diesel affair
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Employees who leave can return to the same position for up to 20 years
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9 out of 20 board members are union and staff representatives
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We invest over €15 billion into R&D every year
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We are ranked as the Most Innovative by Auto Institut
Please ensure you incorporate these points into your conversations and correspondence. Example: ‘With your new T-Roc, you’re investing in lasting value. We invest over €15 billion every year into research and development, and we’re recognised by Auto Institut as the world’s most innovative car company.’
Take your analytics further.
Align your KPIs and implementation strategy with Trust.
A former GE Finance CEO and board member calls TrustLogic® 'the missing piece between our strategy and implementation'.
Recognise the significance of trust in your specific KPIs.
Trust consistently determines the majority of your KPIs, though the extent may differ across categories and brands. By evaluating your specific KPIs in relation to trust, you can enable internal communication on why trust analysis matters and how this empowers your teams to enhance their KPIs.
Check how your customers' behaviour changes with increased trust.
Customer satisfaction, NPS and loyalty are outcomes of more trust. Analyse the correlation between trust and positive behaviours within your specific audience. This data is a potent motivator internally, demonstrating that even a slight increase in trust significantly impacts outcomes. - and thus nudging it up ever so slightly in everything we do has a big effect.
Evaluate the financial impact of increased trust.
Many of our clients check the value per customer depending on their level of trust. Typically, clients discover that higher levels of trust correspond to greater customer value. In this client example, the average monthly spending of customers with high trust is more than 9 times higher than that of Trust Neutrals.
Turn your TrustLogic® into a powerful strategic tool.
Track your improvements.
Through your implementation you can track your improvements – even by touchpoint.
This simple analysis tells you what your trust is made of and how strongly you are trusted in each of The Six Buckets of Trust®.
Naturally you can track the performance and improvements. Because real estate in surveys is often at a premium, some clients opt to track just their priority trust buckets and check all of them periodically.
When we focused on Development Trust with a client, overall trust increased by 10% and Development trust by 19%. This analysis is free for you to do.
Track shifts in trust importance.
The importance of the Trust Buckets® shift over time. This is due to your own activity, competitive activity and other external factors such as scandals (don't mention Diesel!), economy and regulatory changes. Tracking TrustLogic® allows you to see shifts early, stay relevant and effective.
KPI battle royale
This analysis is one of our favourites. We found that the priority Trust Buckets® shift slightly between KPIs. Wheher that's NPS, CSAT, Loyalty, Reputation or Consideration. But typically the top 3 stay the same. We did qualitative testing around this and found that they differ ever so slightly, because
- when respondents answer to 'how likely are you to recommend ......', they immediately think about how they would verbalise and rationalise it.
- when asked about trust, it stays entirely internal, without need for justification.
Therefore it's really interesting on a message level to know both.
Clear, strategic prioritsation.
Easily communicate strategic focus areas internally.
Uncover brand differentiation potential and build your brand.
Even in catgories that are often deemed to be undifferentiated, the TrustLogic® Analysis often shows that it's very different from brand to brand what customers and prospects want to trust for. This insight enables you to assess additional differentiation potential. This insight is gold for your brand and marketing teams and their agencies. It's no surprise that TrustLogic® is a powerful brand development and strategy tool. Focused on trust, it uniquely connects KPIs and customer behaviour. With the six Trust Buckets TrustLogic® uniquely guides what kind of brand values you need to define to build teh desired brand connection. And the TrustLogic® Driver Analysis tells you which ones you need to strategically build first.
Guide segment and touchpoint implementation.
Segments:
In some cases it's quite different what segments find most important, in others it's similar. One of our favourites is to check Trust Neutrals vs Trusters vs High Trusters. These are often different. Knowing this is important, because prospects that are trusters and Hight Trusters are a bigger short-term opportunity. They just have to be triggered with 'the right trust'. With Trust Neutrals on the other hand, trust needs to be built first.
Touchpoints and CX:
Once you get more granular and advanced, you will find further differences during the customer journey and you can build the right trust at every touchpoint. This enhances the conversion and CX effectiveness.
Your people, investors and community are no different.
The same behaviour changes we see with customers happen with with our teams, community reputation and investors. That makes sense, as we are the one and same person, just in a different role. The only thing that's slightly different is the wording for each Module.
With your annual licence you can insert TrustLogic® across all your stakeholder surveys like people engagement and run the same analysis as above.
People trust effect
Investor trust effect
Community/constituency trust effect
