The Science of Trust with Ogilvy Legend, Rory Sutherland

Trust Builders: for CX, EX and Marketing Professionals

In this episode of the “Trust Builders” podcast, we’ve had a fascinating conversation with Rory Sutherland, Vice Chairman at Ogilvy UK.
Join Chris Johnston and Alex Genov as they embark on a journey through the realm of branding, behavioural science and trust with Rory Sutherland, the visionary Vice Chairman at Ogilvy UK.

With 36 years at Ogilvy, Rory is an industry icon who brings unparalleled expertise in consumer psychology and advertising and how to build trust in the digital age.

This episode is packed with a lot of valuable topics regarding customer trust and loyalty.

Here’s a snapshot of what we’ve covered:

1. AI In the Workplace – AI indeed makes businesses easier. But when it comes to reviewing customer experience, a human touch is crucial. Try to limit the adaptation of AI in your business.
2. Long-Term Relationships - Focus on Long-Term Value Over Short-Term Gains. Prioritize strategies that build long-term relationships and customer loyalty, even if they don't yield immediate results. For example, giving useful things for free can foster reciprocity and long-term business relationships.
3. Mindset - Beware of an overemphasis on efficiency. Be cautious of an excessive focus on efficiency and cost-cutting driven by quarterly financial pressures. This mindset can overshadow opportunities for growth and innovation, so it's important to balance efficiency with a growth-oriented approach.
4. Relationships - Value Relationships Over Mechanistic Approaches. In contrast to a purely mechanistic view where people are treated as numbers, emphasize the importance of genuine relationships. Building strong connections between employees, vendors, and customers, as exemplified by companies like Zappos, can significantly enhance business success.
5. Mechanistic Views - Recognize the Limitations of Averages and Metrics. Understand that relying solely on averages and metrics can overlook the nuanced and personal aspects of business interactions. Moving beyond a mechanistic mindset to appreciate the unique value of individual relationships can lead to more meaningful and effective business practices.

15th April, 2024

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Trust Builders Podcast 🚀
For CX, EX and Marketing Professionals
With your hosts, Chris Johnston (Founder and CEO of Emotion-AI and predictive insights plaftorm, Adoreboard) and Alex Genov (former Zappos, Customer Research Leader, Author & Keynote Speaker)