How to Speak to Customers to Build Trust

On Demand

Not only is consumer confidence and trust rather low these days, we’re also serving customers in a new, distanced way. The usual reliance on facial expressions and body language to make a connection with a customer and build trust is often no longer available. And given the generalized anxiety that comes with a global pandemic, feelings of trust can be especially hard to come by these days.

A growing body of research on language use in service interactions can help. In this on-demand webinar, our speakers, authors of “Speaking to Customers in Uncertain Times,” show how very specific word choices and language strategies can make all the difference in connecting with customers. They give practical advice on “speaking terms” that lead to customer trust.

In this webinar, you will learn:

Why concrete language improves customer satisfaction.

When to use “I” over “we.”

How to manage the tradeoff between speaking in a competent versus caring manner.

Grant Packard
Grant Packard is an associate professor of marketing at the Schulich School of Business at York University.
Sarah G. Moore
Sarah G. Moore is an associate professor of marketing and the Eric Geddes Professor of Business at the University of Alberta School of Business.
Brent McFerran
Brent McFerran is the W.J. VanDusen Associate Professor of Marketing at the Beedie School of Business at Simon Fraser University.
Ally MacDonald
Ally MacDonald is a senior editor at MIT Sloan Management Review. She will moderate the session.


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