'When I see, or hear, the Marketing and Communications of [your brand, your product, your service, your leader], I believe them.'
Measuring trust has become a quest for Boards and leadership teams, particularly over the past few years. The challenge has been how to measure something that appears to be nebulous.
The Congruence Score is an answer to the question – how can we measure trust?
As it is structured as a score, it enables organisations to measure their congruence perception from multiple stakeholder perspectives, as well as eventual comparisons to others in their industry.
Our bold positioning is that the Congruence Score will replace the NPS Score within 10 years.
LLL engaged Entente to establish a greater understanding as to why their customers/depositors trust them, and how 'elastic' that trust is.
In addition to constructing their latest Customer Survey, Entente tracked their Congruence Score alongside their traditional NPS Score.
LLL score the highest Congruence Score we have seen to date: 80. That means that a large proportion of their customers/depositors believe what they see and hear from LLL, which gives us the best indicator of the level of trust they have in LLL as an organisation.
Interestingly, their NPS Score had dipped to 38. If this was being relied upon on its own as an indicator of customer loyalty, they would potentially be misled. What Entente discovered through analysis of data as well as conversations with LLL customers, is that there were a range of genuine reasons why they would not necessarily recommend LLL to a colleague or friend, but their belief in, and trust in LLL was strong.
Why does this matter? Research shows that even where NPS Scores are high, it is still not a strong indicator of future sales and cannot be relied upon for growth projections.
A strong Congruence Score gives an organisation greater leverage, an elasticity, that allows for both growth and change.
What is YOUR Congruence Score?
Set up a time to talk with us about measuring your Congruence Score. The more stakeholder lenses you track, the more insights you gain for strong growth in your Results, Retention and Relationships.