本文源引自Edward Segal 在《Forbes》2024年3月16日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。Edward Segal 是畅销书《危机面前：101 种为灾难、丑闻和其他事件做好准备和恢复的方法》的作者。
The degree to which consumers trust what companies say or will do about a crisis can be critical in the efforts of executives to manage and recover from disasters, scandals, and other emergencies.
消费者对公司关于危机的言论或行动的信任程度对于高管管理灾难、丑闻和其他紧急情况并从中恢复的努力至关重要。
But business leaders who assume that consumers trust their organizations may be in for a rude awakening when a crisis strikes. Indeed, a new survey by PwC found the gap in the trust that consumers have in companies continues to grow.
但当危机来袭时，那些认为消费者信任其组织的企业领导人可能会猛然醒悟。事实上，普华永道的一项新调查发现，消费者对企业的信任差距持续扩大。
Trust Gap 信任差距
According to the poll’s results:
根据民意调查结果：
- 90% of business executives think customers highly trust their companies, while only 30% of consumers actually do.
90% 的企业高管认为客户高度信任他们的公司，但只有 30% 的消费者真正这么认为。 - That differences of 60 percentage points is greater than the 57 points PwC surveys found in 2023 and 2022.
这一 60 个百分点的差异比普华永道 2023 年和 2022 年调查发现的 57 个百分点还要大。
“One reason companies may be overly optimistic about trust levels is that they don’t have internal structures in place to consistently identify where the trust expectation gap exists,” according to an analysis of the survey by PwC.
普华永道对调查的分析显示，“公司可能对信任水平过于乐观的一个原因是，他们没有适当的内部结构来一致地确定信任期望差距存在的地方。”
“Many companies say that they measure trust but, based on our conversations with business executives, those metrics are often subjective and don’t fully capture the current sentiment across stakeholder groups such as employees, customers and investors.
“许多公司表示，他们衡量信任，但根据我们与企业高管的对话，这些指标通常是主观的，并不能完全反映员工、客户和投资者等利益相关者群体当前的情绪。
“These often include metrics such as customer satisfaction and employee engagement, which are related to trust but are only part of the picture when it comes to trust. Companies that move beyond these partial measures can better identify where they should focus,” the report said.
“这些通常包括客户满意度和员工敬业度等指标，这些指标与信任相关，但只是信任的一部分。超越这些部分措施的公司可以更好地确定他们应该关注的领域，”报告称。
More Than Just Metrics
不仅仅是指标
Metrics are important, but so are the actions and policies of organizations that matter to consumers.
指标很重要，但对消费者重要的组织的行动和政策也很重要。
One example of where companies should focus their attention is their use of AI.
公司应该关注的一个例子是人工智能的使用。
A Gallup survey published in September asked people if they trusted businesses to use AI responsibly. The majority, 79%, said either “not much” or “not at all,” Business Insider reported.
盖洛普 9 月份发布的一项调查询问人们是否信任企业负责任地使用人工智能。据《商业内幕》报道，大多数人（79%）表示“不多”或“根本没有”。
A Journey That Demands Empathy
需要同理心的旅程
There are steps businesses can take to help increase the trust that consumers have in them.
企业可以采取一些措施来帮助增加消费者对他们的信任。
“Restoring consumer trust in a company is a journey that demands genuine empathy and proactive engagement from corporate executives,” Courtney Haywood, CEO of Courtney Haywood Partners, said via email.
Courtney Haywood Partners 首席执行官 Courtney Haywood 通过电子邮件表示：“恢复消费者对公司的信任是一个过程，需要企业高管真正的同理心和积极参与。”
“It begins with a humble acknowledgment of past mistakes, showing consumers that their concerns are heard and taken seriously. Transparent communication is very essential, as executives must openly share what went wrong and the effective plans that are in place [to] make things right.
“首先要谦虚地承认过去的错误，向消费者表明他们的担忧得到了倾听和认真对待。透明的沟通非常重要，因为高管必须公开分享出了什么问题以及为纠正问题而制定的有效计划。
Transparency 透明度
“The best way to restore consumer trust is to be completely transparent and honest about whatever crisis or mishap has happened. Don’t skirt around it or give typical corporate speak, because people see right through that. Be willing to share some insights and vulnerability,” Jeannie Assimov, head of content and communications at Way, a car ownership platform, said via email.
“恢复消费者信任的最佳方法是对发生的任何危机或事故保持完全透明和诚实。不要回避它或发表典型的企业演讲，因为人们一眼就能看穿这一点。愿意分享一些见解和漏洞，”汽车所有权平台 Way 的内容和通信主管珍妮·阿西莫夫 (Jeannie Assimov) 通过电子邮件表示。
Speed And Honesty 速度与诚信
“In a crisis, speed and honesty are not just allies of corporate executives; they’re the very bedrock of leadership,”Lakesha Cole, founder and principal publicist at she PR.
“在危机中，速度和诚实不仅是企业高管的盟友，也是企业高管的盟友。 “他们是领导力的基石。”Lakesha Cole，she PR 的创始人兼首席公关人员。
“A leader’s fast call [and ] transparent response makes an army of doubters into an ocean of advocates. When executives own up to what happened or what they failed to do, when they reach out in a personal manner to those who were damaged, when they commit to building back better, they not only prove they can be trusted, but they also foster more profound, enduring connections within the organization,” Cole concluded.
“领导人的快速呼吁[和]透明的回应使怀疑者大军变成了拥护者的海洋。当高管们承认所发生的事情或他们未能做到的事情时，当他们以个人方式向那些受到损害的人伸出援手时，当他们致力于重建得更好时，他们不仅证明了自己可以被信任，而且还培养了更多的人。组织内部有着深刻、持久的联系。”科尔总结道。
