As a result, trust and trust building initiatives have often been dismissed as being too ethereal, wishy washy or touch feely. The resulting negative and viral publicity caused the company's trust score to drop by nine percent in one quarter. Meanwhile, when a B2B company was named in money laundering allegations its trust score dropped 9 percent in just one quarter. More pointedly, Christopher believes that becoming a trusted company is an absolute requirement of a winning strategy. So, Accenture has have established the financial imperative of becoming a trusted company, Rohit's research has then backed that up by identifying an appetite for trusted companies amongst customers.

Source: Forbes December 21, 2018 13:30 UTC