Authenticity in communications isn’t just a matter of being straightforward for its own sake; the financial benefits to the organization are immense.
A higher-trust culture produces better financial results by building better innovation and higher customer satisfaction, says Steven Handmaker, chief marketing officer at Assurance, one of the largest U.S. independent insurance brokers.
“Developing that high-trust culture isn’t an accident,” Handmaker says. “It takes work. The reason a lot of companies go about the work of the high-trust culture is [that] we know the financial results that come from it.”
Yet as trust in organizations falls worldwide, how so you create and sustain the authentic communications necessary to build trust?