Agenda & Speakers

How Does "Trust" Affect Loyalty: A Cross-Category Examination of How "Trust" Affects Customer Behavior and What Marketers Can Do About It

Wednesday, November 13, 2019 - 2:10 PM - 2:50 PM
Customer expectations for the value of “trust” have increased – an average of 250+ percent since 2018 – across 110 categories tracked in the Brand Keys Customer Loyalty Engagement Index. Normally in the 2 percent to 25 percent range, this year has shown an unprecedented spike, the first time where basic tenets of loyalty and engagement have been turned upside-down. The root of this change are currents and marketplace predispositions being affected by values outside traditional category and brand attribute, benefit, and value components that shape the manner in which consumers will “trust” brands.
Key Takeaways:

- What – and how much – has changed in your category as regards trust
- How this has affected loyalty
- How your company can prepare to address “trust’s” new normal
- How to translate “trust” into actual strategies and loyalty programs
- How you can leverage “trust” to fuel earnings and corporate growth


Robert Passikoff, Founder and President, Brand Keys

Robert Passikoff, is Brand Keys founder/president, and is a sought-after speaker/thought leader on engagement, loyalty, and predictive metrics. He has pioneered work in those areas creating the Customer Loyalty Engagement Index and the Sports Fan Loyalty Index and is the creator of 7 validated customer engagement tools used to drive B2B global and multinational brand campaigns. In past lives Robert held roles as EVP Strategic Planning for William Esty Advertising, Cato Johnson Y&R Worldwide (conceived, sold, & executed their worldwide “Action Marketing” paradigm, and VP Director of Research for Citibank (where he identified B2B banking preferences that set the foundation for the first ATMs) Dr. Passikoff’s best-selling book, Predicting Market Success, provided marketers with a 21st century perspective on loyalty, and his 2nd, The Certainty Principle, dealt with engagement in a more complex and digital marketplace. Brand Keys was awarded a Gold Ogilvy for their B2B campaign research for Delta Dental. He is a three-time winner of The Advertising Research Foundation’s Innovator of the Year award, and the recipient of the ANA’s Beacon Award. New York University’s communication school declared Dr. Passikoff “the most-quoted brand consultant in the United States.” His new book, Reports of My Death: Branding in the Digital Age, will be published in Fall 2020.

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