Research shows that customer trust is a strong contributing factor to business success. Customers are more likely to advocate for a brand, stay loyal to that brand and buy first from that brand if they have established a lasting trust in the brand. Given that trust is a critical success factor, then, one would think that many companies would measure trust as a Key Performance Indicator (KPI) and—based on ongoing monitoring of that KPI—take specific, data-driven actions to improve trust.
As it turns out, however, trust is a very difficult concept to measure. The underlying causes of trust and mistrust...