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The Trust Gravity™ Check

Where does your company stand?

25 questions, five each on Product, Experience, Community, Leadership, and Consistency. Filling it out on your own takes about 20 minutes. The picture gets sharper when several people from different departments answer separately and then put their results side by side.

0 no1 hardly2 partly3 mostly4 yes, with evidenceWithout evidence, 3 at most · If no one knows the answer: 0

The check calculates right in your browser. No data is stored or sent anywhere.

Product (P)

0 of 20

This block measures whether the product itself deserves trust. Customers who stay only because canceling is a hassle are trapped, not attracted. More on this in Chapters 2, 3, 5, and 8.

1If our customers had to decide from scratch today, would they buy the product again?
Question 1
2After a year, do customers get more out of our product than on day one?
Question 2
3If customers had to say in one sentence what our product does better than others, would their answer match ours?
Question 3
4In everyday use, does our product live up to what our advertising and sales team promise?
Question 4
5When complaints increase, do we change the product in response?
Question 5

Experience (E)

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Every contact counts here, from the first quote to the invoice, from support to cancellation. A single weak spot weighs more than a single outstanding one. More on this in Chapters 12, 14, and 18.

6Do customers get the same care from support as they did during the sale?
Question 6
7Can customers understand our prices and invoices without having to ask?
Question 7
8Are employees who deal with customers allowed to fix a mistake on the spot, without checking with a manager first?
Question 8
9Do we know which touchpoint costs us the most customers?
Question 9
10Do we treat customers as well when they leave as when they arrive?
Question 10

Community (C)

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The question here is whether customers recommend our offering of their own accord. Paid reach doesn’t count. More on this in Chapters 4, 17, 19, and 21.

11Does a significant share of our new customers come from referrals rather than paid advertising?
Question 11
12Do customers help one another with questions about our offering?
Question 12
13Do we regularly ask satisfied customers for a referral?
Question 13
14Do experts and trade media cite us as a source without our asking them to?
Question 14
15Do customers speak well of us in public without being asked?
Question 15

Leadership (L)

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Leadership shows in decisions. Stage appearances and social media posts therefore don’t count. More on this in Chapters 11, 14, and 15.

16When we have to cut costs, do we protect the budget for service and customer experience?
Question 16
17Are our managers also measured on customer loyalty and referrals, not just on quarterly revenue?
Question 17
18Do marketing, sales, and service work with shared metrics?
Question 18
19When we make mistakes, do customers hear about them from us first?
Question 19
20Would our employees recommend us to friends as an employer?
Question 20

Consistency (Co)

0 of 20

Consistency decides how much of the four dimensions’ strength reaches the customer. It grows only over years and can’t be rushed. More on this in Chapters 8, 9, and 17.

21Is our core promise today the same one we made three years ago?
Question 21
22Would our sales team fully stand behind the promise of our latest campaign?
Question 22
23Do long-standing customers still get the same attention as in their first year?
Question 23
24Do we keep our commitments even in a weak quarter?
Question 24
25Do our most important programs run for years rather than being replaced every year?
Question 25