Is our business worthy of our customers trust?

  • 2 min.

We were asked by the head of Customer Strategy for one of our clients to help them truly understand the nature and the impact of trust.

What is it? What does it mean? What does it feel like? And, most importantly – how do we get it?

Trust is a feeling. You can’t tell people to trust. You can’t demand it – it’s there or it’s not there.

Creating a culture worthy of trust

We had a group of about 90 key leaders from across the globe. These were the guardians of the customers relationship. We looked at three key areas.

  1. What does trust feel like
  2. How can you be more worthy of trust
  3. Where do you need more trust in the organisation

Trust, in its crudest and most elemental form, is a chemical response to people we meet. Your body releases Oxytocin and you experience the feeling of trust. Or more noticeably, it doesn’t produce anything and your body shifts to defence mode because your brain perceives a threat.



Individuals were asked to picture someone they trusted, to hold that person in their imagination and to feel. Whats it like? How do you feel? What are the emotions? What is happening in your body?

We flipped it, imagine someone you do not trust. How does your body move? What does it feel like? The results were quite clear, people stiffened up, took a step backwards, became a little more nervous. The group was experiencing Oxytocin (trust) and their bodies response when it is not there.

Trust is there to be given. Everyone has an ample supply of it to share with individuals and businesses. We don’t need more trust –  we people we can give it to. The world needs more companies and more people who are worthy of the trust I have to give.

What does it mean to be worthy of trust and how can and organisation be worthy of that trust. We talked about three factors. Competence. Consistency. Honesty.

We then looked to the team and had them think on, feel and play with the following questions, Fundamental, gutsy, difficult questions that most businesses never dare ask.

  • Does your team trust you?
  • Do you trust your team?
  • Do you trust your boss?
  • Does your boss trust you?
  • Is work a safe space?
  • Do our clients trust us?

We got into groups and discussed, articulated their feelings and experiences. We looked at some of the topics that were business wide and people brought them up to the front of the room so we could play with them later.

  • How can we develop cross functional team trust
  • to do when we don’t meet our customers expectations
  • Are we a safe space for our people?
  • We finished the session with playing by constellating the key themes around trust and the impact that had on both the client and the business.



  • The team could experience trust and really learn what it felt like.
  • They learnt the fundamentals of creating trust worthiness
  • They made decisions on what they needed to do individually and corporately to be more worthy of trust.
  • They could look at the whole and start to tackle key questions around trust, the business and the client

Next Steps

  1. We explore further in smaller groups and with key leaders what being worthy of trust at an organisational level looks like
  2. A set of individual and team exercise/interventions to take the journey further
  3. A further constellation around trust with the core team with the objective of digging deeper in to some of the specific topics we touched on and turning them in to concrete actions/stratgey