NEWS AND INSIGHT NEWS & INSIGHT
CONSUMER TRUST AT CENTRE OF NEW CLIENT INDEX
SCHOOL: Universidad Adolfo Ibáñez Business School COUNTRY: Chile
An index measuring companies for trust, transparency, customer concern and compliance in the eyes of consumers has been presented by the Universidad Adolfo Ibáñez (UAI) Business School. The Client Confidence Index (ICC) is based on the results of more than 45,000 telephone surveys carried out with consumers from across Chile between 2017 and 2022. It relates to 130 companies that span seven different industries, including finance, telecommunications, health and public services. Put together by UAI Business School’s Centre for Experiences and Services (CES), the ICC was presented at an awards ceremony that recognised the index’s highest-performing companies for consumer confidence. At the event, director of the CES Rodrigo Morrás highlighted the importance of companies learning to manage transparency effectively: “People not only need and want information about the products and promised results of a company’s services, but they also want information about the company itself, its practices (with people, suppliers and ecosystem) and its purpose. “They want to have information about its values, owners and purposes, as well as information about the social value it brings and
how it faces the ecological, social and economic dilemmas of today’s world. That’s what the expectations are.” Vice-dean of postgraduate programmes at UAI Business School Juan Pablo Torres, meanwhile, outlined the value of the school’s work in this area: “This index links the business school with the needs of the industry,” he said, adding that the CES “generates expert knowledge that delivers key elements that will help companies to better relate to customers.” A panel discussion on this topic was held prior to the awards ceremony featuring representatives from the public and private sector, as well as from UAI. One panellist was Lorenzo Gazmuri, director at the non-profit Chilean Institute of Rational Business Administration, known as Icare. Gazmuri emphasised the need to act fast, “because the trust of citizens in companies is less than 20 per cent. In other words, 80 per cent of people who hear a message from a company do not believe it or are indifferent to this message.” TBD
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Ambition | JUNE 2023 | 13
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