Trust has become a vital asset for businesses, not just a nice-to-have. Companies that maintain trust with their stakeholders are better equipped to deal with challenges and succeed in the long run.
But trust is fluid. It shifts as markets change, crises unfold, or companies take action. Relying on periodic research isn’t enough anymore. Companies need a way to stay ahead of these changes, and that’s where continuous trust measurement comes in.
Trust is the bedrock of relationships with customers, employees, investors, suppliers, and talent. It directly impacts outcomes such as customer loyalty, employee retention, and brand advocacy. Companies that understand this invest in maintaining trust because they know it helps them stay resilient and grow.
But here’s the catch: You can’t manage trust effectively with occasional updates or stale analysis. Like any other critical business factor, it needs regular attention. That’s where Caliber’s continuous Trust & Like measurement program steps in.
Traditional research, conducted every few months or once a year, just isn’t fast enough. Caliber’s real-time platform gives companies continuous insights into stakeholder perceptions, offering advantages you can’t get from periodic surveys:
But here’s the catch: You can’t manage trust effectively with occasional updates or stale analysis. Like any other critical business factor, it needs regular attention. That’s where Caliber’s continuous Trust & Like measurement program steps in.
What makes Caliber different from traditional tools such as Edelman’s Trust Barometer? Our focus on actionable insights. We tailor our system to each client’s specific needs, challenges and opportunities, ensuring the trust data they receive is immediately usable.
Our Trust & Like Score, based on simple yet powerful questions like “Do you trust this company?” and “Do you like this company?”, correlates directly with key stakeholder behaviors such as advocacy, consideration and recommendation. This means companies aren’t just getting numbers—they’re getting the tools to drive real-world results.
A technology company engaged in questionable negotiations that they knew would become public and create a major crisis. Although they measured trust and reputation metrics periodically, they realized it wouldn’t be enough to address the upcoming critical event.
As a result, they decided to conduct a pilot with Caliber across their key markets to gauge the reaction to the news. By analyzing the weekly development of the Trust & Like Score trends, they were able to pinpoint the week the news began to erode their stakeholders’ trust in them.
The company identified which country’s trust was being impacted and had time to respond on a local level. By the time their trust hit its lowest point, they had already launched a campaign addressing the key concerns of their stakeholders.
Thanks to this proactive approach, they were able to contain and reverse the downward trend. If they had waited for the next periodic report, the impact on trust would have been much worse, with no opportunity for recovery.
The business world is more unpredictable than ever, and the need to actively manage trust in real time is critical. Relying solely on periodic research leaves companies vulnerable to reputation issues they may not even realize are building.
With continuous measurement, businesses can track shifts in sentiment and understand why they’re happening. This lets them respond proactively, not reactively, keeping them competitive and resilient in a world that’s constantly changing.
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