"Trust is the secret sauce for building customer relationships that actually last. Think of it as the soil where your customer lifetime value grows-and that's the metric that really matters for your bottom line. At the end of the day, the more your customers trust you, the more profitable you're going to be. You need that trust to keep customers happy, so they stay longer and keep coming back."
"I've found that there are two levels of trust in B2B customer relationships: The first is short-term. It is the confidence that an episodic, predefined and measurable task will be done reliably and, in fact, optimized. This is fertile ground for martech and AI. The reward is revenue. The second is about your client embracing you as an essential resource. It's personal, and beyond the language of any contract. The reward is profitability."
Trust forms the foundation for durable customer relationships and drives customer lifetime value and profitability. Two levels of B2B trust exist: short-term trust in reliably executing episodic, measurable tasks—optimized by martech and AI and rewarded with revenue—and long-term trust where the client embraces the vendor as an essential, personal resource beyond contractual terms, rewarded with profitability. Earning trust requires delivering on promises consistently; short-term delivery fosters long-term relationships. Market strategies that chased rapid exits shifted to needing demonstrated sustained profitability. Long-term trust grows by focusing on profit, understanding and supporting customer goals, and defining and committing to long-term organizational objectives.
Read at MarTech
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