‘Constant communication with email leads improves trust’
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Firms that communicate with their email leads on a regular basis are more likely to be viewed in a positive light, a new survey suggests.
According to the 2010 Edelman Trust Barometer from PR firm Edelman, three-quarters (75 per cent) of consumers consider frequent communication very important, while almost two-thirds (64 per cent) place importance on good corporate social responsibility.
Maintaining honest and transparent business practices was the most important factor among respondents, with 83 per cent saying it is crucial for them to be able to trust a firm.
Quality of communications was also found to have an important impact on how trustworthy a company is perceived to be.
The least popular factor was financial returns, which was chosen by less than half (45 per cent) of respondents.
Matthew Harrington, president and chief executive of Edelman, said: "Companies must realise that transparency via frequent communication and high-quality customer products and services are as essential to creating and maintaining investor trust as superior returns and five-star ratings."
Posted by Julie Knight, Managing Director – General Marketing, Industry News 
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