1. Building a Better Business
Creating Customer Trust from the Inside Out

2. Peter Moorhouse
@PeterMoorhouse
@BBBAtlantic

6. The Value of Trust
Protecting your customers builds trust for your business with them.
Building trust helps protect your company’s reputation, and grow your business.

7. High trust companies outperformed their sector by an average of 5% in 2018.
Edelman 2019 Trust Barometer

8. 75% trust family business over non-family business.
66% will pay more for products or services offered by family businesses.
Edelman 2019 Trust Barometer

10. Trust =
Integrity
+ Performance

11. Six Principles of ‘TRUST!’
Transformation at the Top
Reinforce & Build
Unite the Team
Steer Performance
Treasure People
Enthusiastically (!) Give Back

12. Transformation at the Top Leadership Commitment to Ethical Practices

14. Transformation at the Top
Leaders are reflective and intentionally work to increase manifestations of their own high character in the culture.
Ethical leaders know that positive character traits are an essential guide to life and work. They strive to live and lead accordingly and they intentionally seek feedback in order to make personal improvements.

15. 74% believe that CEOs should embody the values and mission of the organization they lead.
Candor, honesty and transparency are all noted as powerful trust-building elements.
Edelman 2019 Trust Barometer

16. Reinforce and Build Communication of Ethical Practices

18. Reinforce and Build
Leaders reinforce and build a culture of high character ethics. The leader and leadership team intentionally behave and communicate with one another and stakeholders in ways that are consistent with their beliefs.
Their actions follow their words, which intentionally reinforces the character culture of their organization and builds a high performance business model.

19. Unite
the Team Leadership Practices to Unify the Organization

21. Unite the Team
Leaders unify the organization around a clear purpose and compelling convictions. The leader and leadership teamwork consistently to ensure clarity of purposes and an adherence to clear convictions that motivate and unite stakeholders.
By doing so, they establish and emphasize the “why's” of an organization: why work here, why be a customer, why be a supplier, why be who we are?

22. Employees who have trust in their employer are more likely to …
advocate on behalf of their organization (+39%)
be engaged (+33%)
remain more loyal (+38) and committed (+31%)
… than their more skeptical counterparts.
Edelman 2019 Trust Barometer

23. Steer Performance Organizational Commitment to Performance Management Practices

25. Steer Performance
Leaders guide organizational performance by implementing high competency management practices. High character must be accompanied by high competency.
The leader and leadership team continually manage performance by establishing goals, measuring achievement and allocating just rewards. They establish practices that represent their commitments to the future and the means for the organization to achieve those commitments.

26. Treasure People Organizational Commitment to Ethical Human Resources Practices

28. Treasure People
Leaders prize the intrinsic value of people. The leader and the leadership team adopt and implement human resource practices that prepare, continually support, recognize and provide opportunities for growth for all staff members.

30. Enthusiastically Give back Organizational Commitment to the Community

32. Enthusiastically Give Back!
Leaders generously support the community that supports them. The leader and leadership team transfer their ethical ethos by their active engagement with their industry and the communities from which the organization derives its customers, workforce, vendors, investors and governance.

33. 73% agreed that a company can take specific actions that both increase profits and improve the economic and social conditions in the communities where it
operates—a nine-point increase from 2018.
Edelman 2019 Trust Barometer

34. Six Principles of ‘TRUST!’
Transformation at the Top
Reinforce & Build
Unite the Team
Steer Performance
Treasure People
Enthusiastically (!) Give Back

35. Thank You! Any Questions?
@PeterMoorhouse
@BBBAtlantic