The presentation shows how to build and improve trust and creating brand trust to improve your organisational performance. Actively building trust can have an immediate effect. A small 20% increase in trust can mean a 400% improvement in customer attitude and behaviour. Trust drives up to 80% of the Net Promoter Score (NPS), satisfaction and reputation. We are able to understand and manage this key driver with HuTrust®. HuTrust® is scientifically robust, statistically sound and practically proven. Presentation made by Stefan Grafe, HuTrust® developer and managing director at mext consulting.

1. BRAND
prepared
by
Stefan
Grafe,
managing
director,
mext
consul=ng
&
HuTrust®
developer,
stefan.grafe@mextconsul=ng.com
TRUST
is
T H E
S I X
D R I V E R S
O F
T R U S T
This
publica=on
and
results
are
copyright
mext
2013.
HuTrust
and
the
6
drivers
of
trust
are
copyright
and
trademark
of
ifm/mext.
Copying
and
publishing
by
any
means
is
not
permiUed
without
express
permission
of
the
copyright
holder
except
as
permiUed
through
the
Australian
copyright
act
and
for
informa=on
purposes.
Photos
copyright
istock.com
and
mext
The
six
drivers
of
brand
trust,
reputa=on,
Net
Promoter
Score
(NPS),
customer
sa=sfac=on
&
loyalty
and
stakeholder
engagement
(investor
engagement,
employee
engagement).
Die
sechs
Treiber
von
Vertrauen,
Reputa=on,
Net
Promoter
Score
(NPS),
Kundenzufriedenheit,
Kundenbindung,
Investor-­‐
und
Angestelltenbindung
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

2. As human beings,
we inherently
understand
the importance of
trust
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

3. From finance…
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

4. …..to friendship…
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

5. and
the
contents
of
our
food...
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

6. We rely on trust.
Everyday and in everything we do
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

7. “ You can have all the facts and figures,
all the supporting evidence, all the
endorsement that you want, but if at the
end of the day you don’t command
trust, you won’t get anywhere.”!
Niall
FitzGerald
(2001)
Former
Chairman
ad
CEO
of
Unilever
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

8. But trust is
not just
warm and
comforting
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

9. trust is
exhilarating
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

10. and building trust
delivers immense
commercial value
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

11. That’s why since 2004 mext specialises in helping clients build and
manage trust. We (and our partners) continuously conduct studies
globally into the benefits and drivers of trust with the HuTrust®
methodology. !
!
Studies with over 50.000 respondents have contributed to
understanding, validating and applying the HuTrust® approach in
building and managing trust.!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

12. Our studies found that when
people trust a brand…
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

13. 83% !
will recommend !
it to other
people!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

14. 82%
will use its products & services frequently
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

15. 78%
will look to it
first for the
things they
want!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

16. 78%
will give its new products and
services a chance!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

17. 47%
will pay more for its
products and
services!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

18. 74%
believe it’ll inform them
about products and
services they’ll like!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

19. In
effect,
If
you
want
people
to:
ü Buy
more,
ü Try
more
and
ü Pay
more
Then
building
more
brand
trust
is
the
key
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

20. So if harnessing trust is the
key to people buying, trying
and paying more for a
product or service, how do
you harness brand
trust???
?
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

21. By understanding what
your trust is made of.!
!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

22. Trust Driver 1:!
!
Stability!
…a brand must
have a strong
foundation in
order to be
trusted
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

23. Trust Driver 2:!
!
Development!
…a brand must be seen
to continue to develop &
innovate in order to be
trusted
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

24. Trust Driver 3:!
!
Relationship
…a brand must
provide an appealing
relationship in order to
be trusted
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

25. Trust Driver 4:!
!
Benefit
…a brand must
deliver a relevant
benefit in order to be
trusted!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

26. Trust Driver 5:!
!
Vision
…a brand must have a
strong vision in order to
be trusted!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

27. Trust Driver 6:!
!
competence
…a brand must have
relevant competencies
in order to be trusted!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

28. The six drivers of HuTrust
are psychologically correct.
Even statistically they drive
over 75% of trust
–
when,
sta=s=cally,
65%
would
already
be
considered
very
high
®
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

29. Our research found that all six drivers are
almost equally correlated with !
brand trust…!
Trust
Driver Weighted
Average
Stability
0.70
Development 0.73
Rela=onship 0.76
Benefit 0.74
Vision 0.79
Competence 0.81
Australian
General
Popula=on
1,110
sample,
2010
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

30. But no single
driver can
harness trust
by itself,!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

31. because they all
work together
like parts of an
engine!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

32. So how can you start
harnessing trust in your
business or brand???
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

33. Step 1: Establish your
metrics!
(what is the strength of your
trust drivers?)!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

34. For example:
!
If your brand is
already strong in
stability, there may
be little use in
driving that more.
But if it has a lack
in vision trust then
that may be the
trust driver to focus
on.!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

35. Step 2: Define your
trust drivers !
(what do your customers
want to trust your brand
for?)!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

36. For example:
What type of vision is
attractive and engaging for
your customers,
consumers, employees and
analysts?!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

37. Step 3: Refine
your tactics!
(Use every process
& program to build
trust)!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

38. For Example:
!
If your relationship is
about ‘challenging’,
then your product,
brand & experience
should reflect this!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

39. As human beings we inherently understand
the importance of trust.
!
We need to transfer this understanding into
commercial work, because…!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

40. Trust drives the vast majority of
stakeholder behavior.
Trust is the key to people
buying your products & services
and staying loyal to you.!
HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com

41. HuTrust®
by
mext
www.mextconsul=ng.com
www.hutrust.com
This
publica=on
and
results
are
copyright
mext
2013.
HuTrust
and
the
6
drivers
of
trust
are
copyright
and
trademark
of
ifm/mext.
Copying
and
publishing
by
any
means
is
not
permiUed
without
express
permission
of
the
copyright
holder
except
as
permiUed
through
the
Australian
copyright
act
and
for
informa=on
purposes.
Photos
copyright
istock.com
and
mext
The
six
drivers
of
brand
trust,
reputa=on,
Net
Promoter
Score
(NPS),
customer
sa=sfac=on
&
loyalty
and
stakeholder
engagement
(investor
engagement,
employee
engagement).
Die
sechs
Treiber
von
Vertrauen,
Reputa=on,
Net
Promoter
Score
(NPS),
Kundenzufriedenheit,
Kundenbindung,
Investor-­‐
und
Angestelltenbindung
Global
contact:
mext
Consul>ng
Australia
Stefan
Grafe,
Managing
Partner
&
HuTrust®
Developer
Stefan.grafe@mextconsul=ng.com
165
Cremorne
Street
Richmond
VIC
3122
+61
3
94285417
Duxton
Consul>ng
Singapore
Email:
laurenz.koehler@duxton
consul=ng.com
Address:
26
Duxton
Rd.
Singapore
089490
Phone:
+65
6323
3340
Chris>na
Eisenschmid
Email:
chris=na.eisenschmid@psyma.com
Address:
Nymphenburger
Str.
14
80335
Munich
Phone+49
(0)
89
20209610
Concerto
Marke>ng
Suite
250
–
128
Has=ngs
St.
West
Vancouver,
BC
V6B
1G8
t:
604-­‐684-­‐8933
f:
604-­‐684-­‐8934
Who
Group
Australia
M.Dudley
Email:
md@whogroup.com
Level
2,
1
Southbank
Blvd
Southbank
VIC
3006
03
8636
4000
Tred
Interna>onal
Adam
Thorp,
Director
Mobile:
0417
584
599
Phone:
02
9300
6439
www.tredinterna=onal.com
Email:
info@tredinterna=onal.com
For further information and
HuTrust® usage, please
contact: