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The Unwritten Contract of Trust Between Businesses and Customers



Every business has an unwritten contract of trust with customers that patronize them. The trust contract includes such agreements like:

The product or service you are rendering is what you say it is 
It is of the quality you say it is
It has the features you say it has
It renders the benefits you say it offers
It is as durable as you say it is ….


Much more than the formal contracts we sign with clients, the unwritten trust contract fosters loyalty. It registers your business as a dependable brand in the sub-conscious of your customers . It makes your business the first name that comes to mind when your product or service is needed.

Need we say more about the ills you bring on your business when the contract of trust is breached? Some customers might fall victim of the falsehood you have laced your business with, but sooner than you expect, the unsuspecting customer becomes aware of your falsehood and they switch to your competitors. The best advert or promotion seldom wins back a customer who has lost trust in your business.

Better a small customer base with little profit , than a large customer base that will surely crumble like a pack of cards. Give your customers reason to trust you and your business.

 There comes a point in your relationship with your customers, when your customers begin to see you and your business as one and the same. The contract of trust must be protected at all times because regaining trust when it is breached might be an impossibility.

The contract of trust is a business-wide contract that involves even your most insignificant employee and no department or business process can be left out. Everyone needs to be educated about its importance and everyone needs to uphold the agreement as their contribution to the survival and growth of the business.


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