4 Questions to Measure — and Boost — Customer Trust

Customers who give a brand high trust scores are three times more likely to stick with it through a mistake. Eighty-eight percent say they’re more likely to buy from that brand again, and 62% will buy almost exclusively from the brand. The authors have developed a simple, four-question survey that any brand can use to measure — and improve — their levels of consumer trust. Here, they explain how it works and offer an example of how The Wall Street Journal used it in practice.