Chapter 11 of "Measure What Matters" deals with the company reputation and how to measure crises. A very important aspect of this chapter is trust. If you earn the trust of your costumers, your reputation will benefit in return.
Reputation is a major deal to customers. When I think of popular companies, I think of Amazon.com, Apple, Coca-Cola, and Walt Disney: all brands with extraordinary reputations. These are the top companies that came to my mind while reading this chapter.
I trust these companies, not only because they are able to transcend in their industries, but because they have gained the trust in their customers. They are all customer-focused and use social media wisely. For example, how many times have you seen other brands bash on Apple without Apple being able to respond with better products and stronger customer responses? Crises are easier to handle once a strong business-customer relationship is built.
As Katie Paine puts it, "Trust is the key to building and defending your reputation," (170) and I could not agree more. According to the book, trust depends on competence, integrity and dependability/reliability. If customers can find all of these attributes in your company, hopefully this means your company's trust is earned.
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