When it comes to building customer trust, service trumps sustainability

New data from Pricewaterhouse Coopers dramatizes how out-of-touch corporate leaders are with the factors contributing to customer trust and how the steps they take to build trust with their markets are largely falling flat.

The PwC Trust Survey asked more than 5,000 consumers and business people about the dynamics that underpin trust, which “we believe is an essential currency for business going forward,” says Wes Bricker, U.S. Trust Solutions co-leader at the consulting giant, in a media briefing.

The results indicate that executives still have a lot of work to do.

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