How important is customer trust? Let me elaborate -

The more centered around a service a company is, the more I’m going to want to know what the people working there are like long before I walk through their door.

If I’m going to go shopping for a new computer, I’m going to want good service too but if the place has a really good deal on a certain model then I might still end up grabbing it for the savings alone.

If I’m going to a dentist, for example, how well he cleans me teeth isn’t necessarily as important as how much he puts me at ease.

I’ve never been a big fan of the dentist, and I admittedly put it off for longer than I should. So when the day comes and I finally do pick a dentist, the additional bonus of knowing I’m going to get a follow-up greeting card from them in the mail and receive a thank you note afterwards does wonders to relax me and lets me be confident in the service I’m being provided.