Your Guide to Creating a Survey that Measures How Much Your Customers Trust You
Customer satisfaction and loyalty have long been cornerstones of business success. For years, companies have relied on metrics like Customer Satisfaction (CSAT) and Net Promoter Score (NPS) to gauge how well they’re doing. But there’s a foundational element that comes before satisfaction and loyalty, one that determines whether customers stay, return, or leave.
That element is trust.
After research and feedback from readers and clients, Shep recognized the need for a metric that specifically measures this crucial factor. The result is the Customer Confidence Score™ (CCS), a new way to understand and strengthen the trust your customers have in you.
Merriam-Webster defines trust as “an assured reliance on the character, ability, strength, or truth of someone or something. One in which confidence is placed.”
Confidence and trust are inseparable. You might ask, “Which comes first, trust or confidence?” The answer is that when you earn a customer’s trust, you build their confidence. And when customers are confident in your brand, they prove it through repeat business, referrals, and long-term loyalty.
That confidence is what the Customer Confidence Score™ measures.
The Customer Confidence Score™ doesn’t replace CSAT or NPS. It completes them. It focuses on the foundation those other metrics depend on: trust.
The anchor question is simple:
“On a scale of 1–10, how much do you trust that we will always do what’s right for you as our customer?”
A perfect 10 means your customers have complete confidence in you. Anything less reveals an opportunity to dig deeper and find out why.
Because the true value of the CCS isn’t just in the number, it’s in the insight behind it. Asking customers why they gave that score uncovers the real issues that influence trust, loyalty, and long-term satisfaction.
Today’s customers have endless choices. They do business with companies they trust.
Measuring and improving your Customer Confidence Score™ helps you:
Build a customer experience that creates the ultimate compliment: “I’ll be back.”
Trust isn’t a soft skill. It’s a measurable business advantage.When you measure customer confidence, you measure the strength of your brand’s relationship with every customer.
The Customer Confidence Score™ gives you the insights to turn that trust into lasting loyalty.
Want to know the missing metric behind true customer loyalty? Unlock the guide and learn how to measure and grow customer confidence today.
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