My Take:
A Big Fat Zero
Gary Lemke, Chief Customer Advocate
(January 22, 2013)
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It's unofficial but the results are in. Last week, I asked the CRMAdvocate community to put the trust scale (as listed on the right) to the test using Lance Armstrong as the subject.
It seems the 7 time winner of the Tour de France and cancer survivor never really scored high in the trust column. "Back when he was winning I gave him a 3 - I trust you to do no harm." Ratings seem to indicate that his endorsement of brands for which he was handsomely paid did little to improve perception of the product.
Interestingly, as Lance's fabricated world came apart - "When others confessed and implicated Lance, my trust in Lance slide down the trust scale" - brand reputation did not suffer to the extent he did.
When asked what he could do to regain the trust, one reader summarized the perceived lack of sincerity in his confessions by writing, "Lance gets a big fat zero from me for a long time to come."
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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