Trust: Every Heart Vibrates to the Iron String of it!
Every day when I went to sleep, my mother would take me in her lap and pat me. I felt being in the safest shelter and melted in her lap in deep sleep. Though waking up in the morning I never found her near me, and she would come running hearing my voice, or my crying; still I never doubted her presence by me during the next bedtime or had never refused to trust her presence and slept in her lap hearing her lullaby.
Hey, I believe all of us who are reading this came across the same thing. Many of us did not prepare a full or portion of a chapter in school and college days, because our friend promised us to help in the exam if there was a question from that chapter. Husbands and wives live far apart and work in different cities as well as countries without questioning each other. They remain honest about the commitments, feelings and actions. All the relationship that I have been telling you about is a small bond that is called ‘trust’. What does trust involve? Trust entails that the trusted is reliable, demands our confidence, and deserves a feeling of safety from us. When your friend or even spouse admits a petty mistake and confesses small screw-ups in life, you trust him/her back.
When I pay for my stuffs while shopping online, I hesitatingly give all the required details to the payment gateway. The economic transactions depend on trust; those based on fiat currency are based on trust. New technological mechanisms like blockchain are based on that ‘trust’ placed in transactions that are verified by many people.
In business, trust starts on an unincorporated entity that a business partnership develops to establish, as a proxy for some operations in the business. Also we have grantor trust, simple trust, and complex trust in business. In the area of marketing, trust is the new currency. Digital marketing connects with a potential customer through a social media platform, and push their products. With the sanction of trust, products and services are sold. There was a time when the reputed cigarette brands used to claim, out of ten, nine doctors recommend their brand, and yes, customers trusted that.
Trust-based marketing helps customers to make informed buying decisions depending on comprehensive marketplace options and equitable advice. It believes in building a strong brand loyal customer base. Even it is found in a study and asserted by Urban that, trust-based companies exhibited higher customer retention and have bolder revenue flow.
Think about a doctor-patient relationship! When our life hangs in some balance, we trust a doctor. The defendant criminal at the face of death sentences never fails to trust his lawyer. Even when the doctor does egregious error and the lawyer does a fatal mistake, we again trust him. The accountant is trusted, a bank is trusted, the school is trusted, the crèche is trusted and the pilot is the flight is trusted too.
Trust is for all. Trust is the glue that binds relationships. Trust carries with itself a positive emotive expression. Trust is built brick by brick. Trust gives sustained personalized relationship and demonstrated transparency.
The biggest sign of trust in relationships is that the partner can risk himself, explain to others that he /she is the priority in his/her life. According to Schneberger, “The front of the body facing the front of other person’s body indicates trust”. Any relationship is built on trust, be it personal or professional. No one can love without trust, no one can live without trust. Any relationship that isn’t built with a secure foundation of trust will surely break!!
By Dr. Tanusree Chakraborty
Associate Professor, Rajalakshmi School of Business, Chennai