Extreme Trust: Honesty as a Competitive Advantage

Front Cover
Penguin, Apr 26, 2012 - Business & Economics - 288 pages
2 Reviews
How companies can stay competitive in a world of total transparency. With their first book, 1993's The One-to-One Future, Don Peppers and Martha Rogers introduced the idea of managing interactive customer relationships, long before the Web and social networking made it standard business practice. With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term. The importance of this "trustability" will transform every industry. Retail banks won't be able to rely as much on overdraft charges. Consumers will expect retailers to remind them when they have unused balances on gift cards. Credit card companies will coach customers to avoid excessive borrowing. Cell phone providers will help customers find appropriate calling plans for their usage patterns. Success won't come from top-down rules and processes, but from bottom-up solutions on the part of employees and customers themselves. And the most successful businesses will earn and keep the extreme trust of everyone they interact with
 

What people are saying - Write a review

LibraryThing Review

User Review  - tjzmommy - LibraryThing

Happy to read a Marketing book aimed at helping more businesses to tell the TRUTH in advertising and all interactions with their consumers. Honest and integrity has been at the top of my list when ... Read full review

LibraryThing Review

User Review  - Hollie.Pollard - LibraryThing

Honesty is such a missing piece of the puzzle, so glad to see a book emphasizing honesty. Don and Martha hit in on the head that honesty is so absolute key. Read full review

Contents

A Higher Form of Trustworthiness
8
Why This Bookls Different from Others Youve Read on Trust
18
Basic Principles of Trustability in a Business
26
Why Your CFO Will Learn to Love Trustability
33
Dont Worry About the Long Term IBGYBG
40
A Link to LongTerm Value
48
Trusters and Distrusters
56
A Paradox
63
Not Just for Sunday School
136
Invented by Somebody Owned by Nobody Valuable to Everybody
138
Death by Tweet
145
What Would Proactive Trustability Look Like in Your Business?
148
Becoming More Trustable to Large Enterprise Customers
156
The Trustable Airline
158
How to Build a Trustable Business
163
What Do We Do Every Day?
165

Do the Right Thing
67
Serving the Interests of Customers Profitably
69
Banking on Customer Mistakes
73
Good Guys Who Wavered for a MomentBad Intentions? Or Incompetence? Or Both?
77
So What Are Good Intentions Anyway?
80
Is Your Company Trustable? Or Merely Trustworthy?
83
How Trustable Companies Use Customer Insight to Improve Customer Experience
85
Empathy SelfInterest and Homo Economicus
88
The Social Role of Empathy and Trust
93
Psychopathic Capitalism
95
Putting on a Human Face
101
Part 4
102
Honest Competence
105
Competence and Good Intentions Are Joined at the Hip
107
Product Competence and Customer Competence
111
Honest Competence Requires Honestly Competent People
117
SelfOrganizing Employees and Trust Platforms
121
Dominos and the Transparent Pizza
124
Fallibility and Trust
128
Be Proactive
131
Proactive Refunds
133
The ESocial Ethos
168
How Friends Treat Friends
170
Trustability and Social Influence
173
Influencing the Influencers
174
Trustable Information
177
Science Trust and EvidenceBased Management
182
Controlls Not an Option
187
Its How You Cultivate Trustability
190
Customer Reviews Are Inevitable Deal with It
192
Sockpuppeting for Fun and Profit
197
The Power of an Apology
201
Letting Bygones Be Bygones
204
Cultures in Transition
206
Start Planning for Trustability Now
209
Designing Trustability into a Business
213
Part 7
214
Trustability Tests
217
Acknowledgments
237
Notes
239
Index
275
Copyright

Other editions - View all

Common terms and phrases

About the author (2012)

Don Peppers and Martha Rogers have published nine books together, their first, The One to One Future: Building Relationships One Customer at a Time (Currency/Doubleday, 1993), has been hailed as "one of the bibles of the new marketing." They are the founders of Peppers & Rogers Group, a global consulting firm with offices on six continents. Their client list has included Bank of America, the US Postal Service, Isbank (Turkey), and HM Revenue & Customs (UK's tax authority). Both were named among Business 2.0 Magazine's 19 "foremost business gurus of our time." peppersandrogersgroup.com

Bibliographic information