If we trust our customers, surely they will trust us in return?

Trust seems to be the buzz word of the moment for the financial services sector. This is hardly surprising given the unrelenting knocks the sector has had following the recession, mis-selling scandals and other mis-deeds that have tarred financial organisations regardless of blame. Although the sector is recovering - the Edelman trust barometer identified financial services as the faster growing sector in terms consumer trust; it still occupies the unenviable position of being the least trusted business sector. Building customer trust therefore remains one of the biggest challenges for the financial services sector going forward. But what exactly is trust? Edelman defines it as being trusted to do the right thing. This has the benefit of being a simple measure, but trust is comple