North Star

Ep51: You're measuring the wrong thing: why trust beats satisfaction

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Most organisations are trying to grow revenue, but they're focusing on the wrong lever. Revenue is the outcome of customer decisions, and those decisions are driven by trust. 
In this episode, Oliver King, Co-founder of Engine, is joined by Chris Johnston, Founder and CEO of Adoreboard, to explore how trust is built and broken through everyday customer experiences, where organisations are unintentionally losing value, and what changes when you actually see and measure it.  
Together, they unpack how combining emotional insight with experience design helps organisations move from measuring performance to actively driving growth. 
Because in the end, revenue is the outcome. Trust is the leading indicator. And customer experience is how you earn it, every single day. 
Connect with Chris on LinkedIn.

Connect with Olly on LinkedIn.

Chapters: 

  • 01:52: Why measuring trust is key

  • 03:01: Data challenges in Customer Experience

  • 05:17: Revenue impact and CX improvements

  • 07:48: AI and trust in the future of CX

  • 12:56: Predicitve insights

  • 17:35: Emotions in CX

  • 21:22: Balancing technology and human connection

  • 24:43: Challenges in insight generation

  • 27:51: Designing for trust and future outlook


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