Britain Thinks: Trust matters in tough times

Deborah Mattinson

As the recession bites, we all trust a little bit less, so it is more important than ever to walk in your customers' shoes.

Britain Thinks: Trust matters in tough times

Deborah MattinsonBritainThinks

As the recession bites, we all trust a little bit less. That's why it's more important than ever to really walk in your customers' shoes.

In a recent qualitative group discussion held in Harlow, Essex, young single mum Sam struggled to fight back tears as she described how tough it was to get through the month financially. Her wages had been frozen for three years, but gas, electricity, petrol and food seemed to rise relentlessly.

"I don't know where to turn," she said. "I lie awake and worry every night....

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