My Take:
The Trust Scale and Lance
Gary Lemke, Chief Customer Advocate
(January 17, 2013)
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Yesterday, I shared my trust scale - a simple way to quantify on a scale of 0 to 5 the level of trust involved in a customer relationship. A body of reader feedback focused on the trickiness of putting trust on a scale because it is such a context sensitive matter. In other words, the level of trust often is the sum of past experiences (direct and indirect), emotional bias and type of customer interaction.
Today, let's put the trust scale to the text in the context of current events. I'm not here to scoop Oprah but let's see how the trust scale holds up vis-a-vis the Lance Armstrong interview scheduled for later today.
What is he selling? What I am I buying? Do I trust the brands (Nike) less? Do I buy his compassion as a cancer survivor. Nothing changes. Do I trust that he is the best? Do I trust that he is contrite? How much do I trust that he was the best? How much do I trust his endorsement of the products? How much do I trust his story as a cancer survivor? How much do I trust him as a sports legend? I don't trust what I saw watching the TdF.
Let's see if anything Mr. Armstrong says tonight moves my scores.
5: I trust you with my life. 4: I trust you are my advocate. 3: I trust you to do no harm. 2: I trust you, but I verify. 1: I want to trust you, but I don't. 0: I do not trust you.
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