Explain Launches 'Trust and Confidence' Measure

North of England-based Explain Market Research has launched a tool to enable private and public sector organisations to measure the levels of trust and confidence that their customers and wider stakeholders have in their business, products or services.

Explain, which was set up in 1993 by husband and wife team David and Gillian Shiel, is based in Newcastle-on-Tyne and also has an office in London's Covent Garden. Its new 'Trust and Confidence' evaluation tool measures a range of factors that influence an individual's overall perception of a brand or organisation. The company is initially using the tool with clients in the water industry, NHS, electricity and gas sector, and financial services industry, and using the tool, organisations can benchmark themselves against the sector norm, and track this on an ongoing basis.

MD Kim Davis (pictured) explains: 'When customers select a provider of something vital to them, such as gas, electricity or even healthcare, trust and confidence will be a determining factor on that choice. We are finding overwhelming evidence that responsive organisations, particularly those who work in a regulated environment, want to understand their customers better as they are well aware that the higher the trust and confidence rating the more likely they are to retain customers, increase sales and or gain repeat orders.'

Web site: www.explainresearch.co.uk .