Customers trust those who give them control — who put them in control — of their lives.
They distrust those who try to control them. – Gerry McGovern
Why do you trust the companies, organisations, and institutions you deal with?
Chances are it isn’t because they have a customer charter, seek to involve you in their decision making, or publish their performance in a league table.
There’s a curious train of thought entering discourse across the social sector that seems to say “If we involve our customers more, we’ll be more trusted and more accountable”.
I’m sorry – but this is nonsense. The lack of trust in our organisations is driven by overly complex business models that fail to put the customer in any position of power. The idea that this will be solved by inviting them to read the minutes of your last Board meeting is, frankly, ludicrous.
We are in an era of ‘trust deficit’ – where more people distrust institutions than believe in them. Organisations have consistently chosen to ignore the warnings about public expectations about transparency & accountability in the digital age.
Trust is driven by something more basic than being open and honest: simple customer experiences.
Most of our organisations have failed to keep pace with the requirements of the digital age and remain hugely complex for customers to navigate.
We have complexity baked into us, and most users don’t see us as their problem solvers.
As Gerry McGovern has written: “Old model organizations thrive on complexity. Thirty years ago, a typical customer looked at something complex and said: “I must be stupid.” Today, people look at complexity coming from organizations and say: “They must be stupid.”
It’s often frustrating for the social sector that people trust companies like Amazon more than public services – but the reasons why they do are obvious.
One reason for the huge success of Amazon is the fact that they solve problems for us that we need to be solved. They solve them very simply too, and they almost always take the customers side in any dispute. When you solve real problems every single day and you make things simpler and easier for your customers, you build trust.
Most of our organisations do solve problems – but we solve them very slowly, or in ways that frustrate the customer.
The key to trust is to solve problems that matter to the customer and to put them in a position of control. Too many old model organisations are trying to offer customers ‘influence’ – but this is mere window dressing in an effort to avoid giving up any actual power.
The NHS is a great example of an old model organisation. Whenever I deal with the NHS I usually get what I want in the end – and the people who I deal with are often excellent. However – it’s made very clear to me throughout that I’m not in control. Within the NHS the balance of power doesn’t lie with the frontline staff who understand patients’ needs and concerns, and it certainly doesn’t lie with the patient or their families.
The power is hidden within an old model based on a complex web of commissioning architecture, centralised groups, and specialist networks. It’s kept well away from the patient and the front line – as to cede any power to them would threaten the system itself.
If you’re a user of a housing association, the justice system, or local authority you may recognise this feeling of powerlessness, that the system sometimes works against your problems.
In one sense it’s a simple problem to fix. If your customers believe you’re giving them value, rather than trying to get value out of them, and if you come across as sincere, they’ll be more likely to trust your motivations and intentions.
However, deconstructing systems that have withheld power and influence from customers is anything but easy. It’s a lot easier to make a simple thing complex than it is to make a complex thing simple.
- We need to feel that organisations are competent and have the ability to fulfill their commitments.
- We need to believe they have the right motives, are benevolent, act fairly and honestly.
- We need to see they are transparent, that they are learning from mistakes and failure.
- We need to see they give us control and allow us to navigate their services on our terms
Transparency is good. Unequivocally so. But league tables, charters and involving customers only go so far. They create a lot of jobs for people but they don’t actually change anything.
Most of all we need our organisations to solve our problems in simple ways – and that requires a fundamental rethink of who we are, who we serve and how we operate.
Photo courtesy of Yuri Catalano via Pexels