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reTRUST

STRANGERS HAVE A BAD REPUTATION

GAIN AND MAINTAIN TRUST WITH CLICKSUASION’S RETRUST FRAMEWORK

ABSTRACT

The reTRUST Framework is the first conceptual model applied in academia for obtaining and maintaining consumer trust. reTRUST provides a structured way of analyzing the consumer experience and understanding how brands fit into the overall competitive picture. The reTRUST Framework is a proprietary persuasion model designed by Clicksuasion Labs to target consumers via trust and loyalty. The reTRUST Framework has seven elements (1) remarkable, (2) experiential, (3) transparency, (4) reciprocity, (5) utility, (6) social status, and (7) timeliness. Depending on the strength of these elements, leaders could craft a customer or user experience that is actionable, sustainable, and relevant. 

REMARKABLE

Definition: A remarkable marketing tactic is bold, memorable, and significantly differentiates itself from all competitors, and alternative products and services.

Example: A blue service van that transports five people wearing blue overalls may appear to be standard, normal, or boring. Whereas, a pink- or tye-dye painted service van that transports five people wearing pink- or tye-dye overalls may appear to be memorable because it is not traditional; therefore, the touchpoint holds more salience with the consumer. 

Case: Reese’s sought to identify the most disliked element of Halloween. The research team  found one consistent answer: undesirable candy. To mitigate the most disliked portion of the holiday and to provide an enhanced customer experience, the Reese’s team created the Reese’s Candy Converter. The Reese’s Candy Converter is a vending machine with an input slot and an output slot. The input slot is designed to insert the undesirable candy. Based on the weight of the undesirable candy entered into the machine, the user would receive an equal weight of Reese’s Peanut Butter Cups through the output slot, which created a remarkable and memorable experience for users.

EXPERIENTIAL

Definition: An experiential marketing tactic combines entertainment, value, and emotional relevance. 

Example: Image you’re sitting on the couch when you receive a notification on your smartphone. The notification mentions, “your product has shipped”. This common, yet expected notification is likely to increase positive cognitive activity that aligns with happiness; however, the notification is overused and often categorized as noise. A brand could increase positive cognitive activity by revising the notification to mention: “your order has shipped early”, which is likely to elicit a positive emotional response and be memorable.

Case: A customer might try on a pair of jeans when shopping for a pair of pants. The customer is likely to choose a pant size that is similar to the size they are currently wearing; however, designer and retailer American Eagle labels their pant sizes one size smaller than traditional sizing. The reframing of the pant sizes gives the customer excitement that they fit into a smaller size; therefore, the emotional relevance is a more confident and more loyal consumer. 

TRANSPARENCY

Definition: Transparency is the sharing of internal processes that may or may not be industry standards, yet offer an inside look into the brand; increases the consumer’s willingness to trust, and decreases the pain of paying because the customer likely perceives there is a connection between themselves and the brand beyond the purchase. 

Example: Brands have a plethora of internal processes and procedures that are often ignored as bureaucracy and not a relevant customer-facing element of the brand experience. Elements that are often overlooked as relevant to building trust include the behind-the-scenes, day-to-day operations, or internal processes which may include a 99-point inspection, 15-point checklist, or quality assurance when delivering the product to the consumer. 

Case: In the spring of 2009, a YouTube video of Domino’s workers went viral. An employee at a store in North Carolina filmed a coworker putting cheese up his nose and adding snot to a sandwich. The video prank led the health department to shut down the restaurant temporarily and Domino’s had the two employees arrested for tampering with food. The president of U.S. operations recorded a two-minute apology. After the crisis, Domino’s decided it needed to change its public image. Domino’s executives knew their food wasn’t good. The brand received customer complaints such as “the crust tastes like cardboard”, “the sauce tastes like ketchup” and “this is an imitation of pizza.” The brand decided to embrace the reviews and be transparent with its audience. Domino’s shared videos of customer complaints in an ad campaign to highlight the new recipe and quality assurance. The result was a renewed brand trust, that included a revised recipe and customer experience. 

RECIPROCITY

Definition: Reciprocity is the act of giving something today with the hope of getting something in the future; could be tangible or intangible and should not include promotional products. 

Example: Imagine you’re at a conference. You receive your welcome goodie bag at the registration desk. The conference bag is filled with pens, brochures, keychains, and notepads. Which item are you likely to keep? Most people choose to keep the bag; however, the bag likely has a brand name printed or embroidered upon it. This is a promotional item. A bag with the user’s name printed or embroidered upon it is a gift. In the latter scenario, the conference attendee is more likely to keep the bag and significantly more likely to use the bag, which is a longitudinal and low-cost touchpoint. 

Case: Most restaurants will serve bread and water at the table upon the beginning of the meal. The delivery of bread is somewhat expected and rarely acts as a standalone customer experience. At the Myrtle Beach restaurant, Hook and Barrel, the employees do not deliver bread to the table. The employees deliver a friendship gift. The friendship gift is a small plate appetizer that has more salience than bread and influences the consumer to spend more money based on the reciprocal gift. 

UTILITY

Definition: Utility is the rational element of the decision process, which solves the problem that initiated the decision to purchase or acquire. 

Example: Most Americans could survive and sustain life in a studio apartment; however, we choose the three bedroom apartment or home. We choose the home with the backyard rather than the home without a yard. The smaller home provides the utilitarian purpose, yet we select items within a category based on the other six elements of the reTRUST framework.

Case: A gas station knows you need to get from point a to point b. The gas station knows you probably need fuel to power the vehicle to get from point a to point b; therefore, the utilitarian use of the product is established. The remainder of the purchase is largely built upon the customer experience, which includes, yet is not limited to free air for tires, a car wash, a frozen drink machine, coffee, and when you’re in the mood: gas station sushi. 

SOCIAL STATUS

Definition: Social Status is the feel-good emotion that a person receives when others recognize them as a member of a specific or exclusive social group. 

Example: An invite-only club or group is exclusive to its members and a waitlist to get access to the latest tech widget becomes bragging rights once achieved. These are highlights that are often shared on social media that show others the highlight reel of our lives. 

Case: Delta Airlines has four tiers of elite status: Silver, Gold, Platinum, and Diamond. A frequent flier could earn status by flying and spending enough within a single calendar year, and once earned – the customer will keep the status through the following calendar year. Each tier of status offers perks, such as priority check-in, priority boarding, free checked bags, and club access. The tiers are structured via gamification to influence the consumer to spend more and fly more to earn status. When a new tier status is unlocked, fliers receive bag tags with the status and color code to show others of the exclusive group. 

TIMELINESS

Definition: Timeliness is the act of engaging with the customer based on the customer’s decision-making timeline, which could include the application of product or resource scarcity. 

Example: A customer is more likely to spend disposable income on payday and less likely to spend money during the final days prior to payday. Revising a messaging or marketing campaign to target a customer in conjunction with their spending behavior or their access to capital is likely to reduce friction and the pain of paying. 

Case: Most products could be purchased at any given time. Products that are often available become less salient and become noise within the marketplace. Products that are scarce are likely to increase in value and experience an increased desirability by the consumer. McDonald’s offers the Shamrock Shake once per year in conjunction with St. Patrick’s Day. The shake is desirable because there is a limited amount of time when the shake could be purchased. If the customer missed the opportunity to get the shake, they will likely wait an entire year for the next opportunity.

APPLICATION

The reTRUST Framework is best applied with small, attainable, relevant, and sustainable elements. The elements could be high cost, low cost, or no cost. The researchers at Clicksuasion Labs suggest applying low cost-no cost solutions to identify which elements are more impactful prior to spending a larger amount of the campaign budget. Moreover, each element of the reTRUST Framework should have three variables that contribute to the user or customer’s remarkable experience. Small, attainable, and relevant applications are an effective method of obtaining and maintaining consumer trust and enhancing the touchpoints between awareness and conversion. 

NEXT STEPS

View and workshop the reTRUST Framework in the centerfold of this Clicksights publication, or become a client with Clicksuasion Labs to workshop with the creators of the reTRUST Framework.

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      MASTER SERVICES AGREEMENT

      LAST UPDATED AUGUST 6, 2019

      This Master Services Agreement (“Agreement”) is entered into this day by and between Clicksuasion Labs. (“Clicksuasion”), 293 Olmsted Blvd, Second Floor, Pinehurst, NC 28374, USA, on behalf of itself and its owned and operated affiliates, and (“Client”), in the delivery of consulting and other professional services, collectively the “Parties”   This Agreement shall remain in full force and effect until terminated by either party with 30 days’ written notice.

      1. DEFINITIONS:
      • “Services” means any products and services that are requested by Client, whether electronic, written or verbal to Clicksuasion.
      • “Website” collectively refers to all Internet websites and domains owned by Clicksuasion.
      • “Exploratory”, “Discovery” means all communication, whether electronic, written or verbal with the intent to agree upon a SOW.
      • “Client” means any person or entity who requests Services or engages in Exploratory or Discovery communication with the intent to hire Clicksuasion Services.

       

      1. SCOPE: “Clicksuasion” shall provide consulting, research and other professional services to Client or to Client’s clients.

       

      1. WORK ASSIGNMENTS: The specific services to be provided by Clicksuasion shall be described in one or more Statements of Work (“SOW”) (or “Proposal”) issued pursuant to this Agreement and agreed upon in writing by the Parties prior to the termination of this Agreement, except where mentioned in paragraphs 5 and 16. The SOW shall be incorporated herein by reference and all terms and conditions of this Agreement shall apply to the SOW as if fully set forth therein. The SOW shall include a summary of the work, skills required, fees to be paid, and instructions on reimbursable expenses.  In the event of any conflict between the contents of any SOW and this Agreement, the SOW shall govern.

       

      1. USE OF CLICKSUASION WEBSITES: visit TERMS OF USE: clicksuasion.com/termsofuse

       

      1. INVOICING AND PAYMENT: We will invoice Client at the beginning of any project and when stated in the SOW. Unless otherwise stated, invoiced charges are due net-thirty (30) days from the invoice date. Client is responsible for providing complete and accurate billing and contact information to Clicksuasion and promptly notifying Clicksuasion of any changes to such information, including, without limitation, Client’s obligation to promptly report any Services-related performance issues or problems negatively impacting Client’s satisfaction with the Services so that Clicksuasion may attempt to remedy such. For clarity, if Client fails to notify Clicksuasion of a Services-related issue within five days from incurring it, such issue may not be relied upon as a reason to terminate this Agreement for Cause. In the event that payment is made via a third party agent, Client shall indemnify Clicksuasion and keep Clicksuasion indemnified against any loss, damage, costs and expenses Clicksuasion may suffer or incur as a result of any default by the third party agent in making payment in accordance with the terms of the SOW or as otherwise set forth in this Agreement. Client further authorize Clicksuasion to use a third party to process payments, and consent to the disclosure of your payment information to such third party. Clicksuasion shall invoice Client for fees and direct out-of-pocket expenses incurred as per the SOW. Payment in full is due upon completion of work or if other arrangements have been made between Clicksuasion and Client. Invoices unpaid after 15-days shall incur a late fee of 24 percent per annum until paid in full. Billing shall be on a time and materials basis.  Client’s non-payment of any Invoice shall entitle the Clicksuasion to stop performance under the terms of this Agreement, any Amendments thereto and/or any SOW without recourse by Client. Client is responsible for all fees and damages associated with the collection and legal solutions of late payments. All non-disclosure agreements between Client and Clicksuasion are void upon the first aged invoice 30-days past due. Additionally, the non-disclosure agreement must be re-signed by both parties to be effective beyond the first aged invoice 30-days past due. If any amount owed by Client under this or any other agreement for Clicksuasion services is thirty or more days overdue, Clicksuasion may, without limiting Clicksuasion’s other rights and remedies, accelerate Client’s unpaid fee obligations under such agreements so that all such obligations become immediately due and payable, and suspend Client Services until such amounts are paid in full. Clicksuasion will give Client at least seven days’ prior notice that the Client account is overdue before suspending services to Client.

       

      1. ENGAGEMENT NOTICE: A request for services, whether electronic or verbal, to members of Clicksuasion and the acceptance of the request of services from Clicksuasion will constitute a signed writing. All requested services, without a signed agreement, are billed monthly at $490.00 USD per hour. Client is subject to a $270.00 USD charge upon two consecutive missed meetings, whether electronic, telephonic or in-person, regardless of geographic location. Clients with ten (10) or less full-time W2-structured employees are billed $10,000.00 USD to be held in escrow for discussions related to research. All monies held in escrow will be billed at $490.00 USD during the exploratory process and all remaining funds, if applicable, will be returned to Client upon completion of the SOW or after an agreement is signed between both parties to cancel the SOW, whichever is first.

       

      1. VENDOR NOTICE: No employee of Clicksuasion has the authority to conclude any binding contract without an explicit ink-signed consent by the Chief Behavioral Officer. Therefore, any will to enter into an agreement must be confirmed by the Chief Behavioral Officer.

       

      1. INDEPENDENT CONTRACTOR: The Parties recognize and agree that Clicksuasion is an independent contractor. This Agreement is not to be construed to create an employment relationship between Client and Clicksuasion’s employees or subcontractors. This Agreement does not authorize either party to enter into any commitment or agreement binding on the other party. Clicksuasion shall have sole responsibility for the payment of salary (including withholding of income taxes and social security), worker’s compensation, disability benefits, and all other applicable taxes for its personnel.

       

      1. CONFIDENTIAL INFORMATION: Each Party agrees not to directly or indirectly disclose to third parties any of the other party’s confidential or proprietary information without the written consent of the disclosing party. Neither party shall, during the time the Clicksuasion is rendering services to the Client or any time thereafter, disclose to anyone other than authorized personnel any information of a confidential nature, including but not limited to, information relating to: any materials or intellectual property supplied by one Party to the other Party; either Party’s projects or programs; the technical, commercial or any other affairs or acts of the other Party or any confidential information which either Party has received from a third party and which has been identified as confidential. The restrictions contained in this Agreement are intended to cover confidential information which relates to the Parties’ respective businesses and which has not been otherwise made public but shall not apply to the dissemination which may be required by proper government or judicial inquiry. Likewise, confidential information shall not be deemed to be information which is in the public domain or which at some future point become available in the public domain. All non-disclosure agreements between Client and Clicksuasion are void upon the first aged invoice 30-days past due. Additionally, the non-disclosure agreement must be re-signed by both parties to be effective beyond the first aged invoice 30-days past due.

       

      1. WORK PRODUCT RIGHTS: Clicksuasion shall retain all rights, title, interest and ownership in the work product delivered pursuant to this Agreement, any Amendments thereto and the SOW as well as the Clicksuasion’s proprietary tools and methodologies which shall remain the sole property of Clicksuasion. For work product produced under the terms of this Agreement, upon payment in full of Clicksuasion’s Invoices, Client shall be granted a paid up, non-exclusive, irrevocable, world-wide license for all such work product to reproduce, distribute copies to the public and prepare derivative works by or on behalf of Client. Client agrees to permit Clicksuasion to publish Client data and case studies, without personally identifiable information, and without distribution of confidential information, for the purpose of advancing behavioral science via academic journals and Clicksuasion websites and distribution channels.

       

      1. TAXES: Client shall be responsible for all federal, state, and local sales, use, privilege, or excise taxes assessed on the charges to Client’s end users in relation to services provided hereunder (if Client is a tax-exempt organization and therefore there may be no taxes). Clicksuasion shall be responsible for all federal, state, and local sales, use, privilege, or excise taxes assessed on Clicksuasion’s income for these services.

       

      1. CLIENT LIST: Client agrees that Clicksuasion may include Client in its published client list and may display Client’s logo and trademark in its marketing materials and public relations; provided such use conforms to Client’s logo and trademark standards as such standards are provided to Clicksuasion.

       

      1. NON-SOLICITATION: During the term of the applicable SOW and for one year thereafter, neither Party shall solicit, entice, offer employment, retain or hire the other Party’s employees or contractors, without the written agreement of the other Party; nor shall Clicksuasion solicit or enter into a direct contract with Client’s client without the written agreement of Client.

       

      1. WARRANTIES: Clicksuasion warrants that the Services to be provided under this Agreement shall be performed in a professional manner conforming to generally accepted industry standards and practices. Client agrees that Clicksuasion sole and exclusive obligation with respect to the Services covered by this limited warranty shall be, at Clicksuasion sole discretion, to correct the nonconformity or to refund the Services Fees paid for the affected Services.

       

      1. TERM OF AGREEMENT: This Agreement commences on the date Client executes the SOW or requests service, whichever is first, or Client access any Clicksuasion Services and this Agreement continues until all services granted in accordance with this Agreement have expired or been terminated.

       

      1. TERMINATION: This Agreement may be terminated or amended at any time only upon written agreement by both parties with 30-days written notice; however, all payments made to Clicksuasion and the rights and obligations which by their nature are intended to survive such expiration or earlier termination shall survive, including without limitation warranty, limitation of liability, and confidentiality. Client may request that Clicksuasion reassign any of its personnel assigned to a SOW upon Clicksuasion’s receipt of Client’s written notice.

       

      1. LIABILITY FOR LOSS: Neither Party shall be responsible for any consequential, indirect, punitive, incidental, or special damages arising under any theory of recovery. The maximum liability of either Party is limited to fees paid by or payable to Clicksuasion for Clicksuasion’s services. Client acknowledges that Clicksuasion shall not be responsible for damages or delays of any kind or type caused by labor strikes, fires, wars, acts of God, terrorist activities, the inability to obtain supplies or materials or any other causes or forces beyond the control of the Clicksuasion. Client acknowledges that such events may delay the start, progress and/or the completion of the work.  Moreover, Client acknowledges and agrees the Clicksuasion shall have no further liability upon Client’s receipt of Services.  Client also acknowledges and agrees that any changes made to the website by Client’s personnel and/or by third parties which require the Company to do additional work after delivery of Services shall be billed by Clicksuasion to the Client on a time and materials basis.

       

      1. WAIVER: No delay or failure by either Party to exercise any right or remedy will operate as a waiver thereof.

       

      1. SEVERABILITY: If any part of this Agreement shall be held invalid or unlawful for any reason, the same shall be deemed severed from the remainder thereof and it shall in no way affect or impair the validity of the Agreement, any Amendments thereto and/or the SOW.

       

      1. ASSIGNMENT: This Agreement may not be assigned or transferred by either party without written agreement of both Parties, which assignment shall not be unreasonably withheld, qualified or delayed.

       

      1. GOVERNING LAW: This Agreement shall be governed by and construed in accordance with the laws of the State of North Carolina without reference to any principles of choice or conflicts of laws. Any action instituted by either party arising out of this Agreement, the SOW or the Proposal shall be litigated exclusively in Moore County, North Carolina.  The Parties expressly consent to the exclusive personal jurisdiction and venue of Moore County, North Carolina.

       

      1. COSTS OF ENFORCEMENT: If a suit, action, arbitration, or other proceeding of any nature whatsoever is instituted in connection with any controversy arising out of this Agreement, or to interpret or enforce any rights under this Agreement or the North Carolina Limited Liability Company Act, Clicksuasion may recover attorney’s fees and costs.

       

      1. ENTIRE AGREEMENT: This Agreement constitutes the entire agreement and supersedes all prior understandings between the Parties. Any change to this Agreement shall be in the form of a written Amendment signed by both Parties.  In the event of a conflict between this Agreement and the signed Amendment, the Amendment shall control.

       

      1. JOINT DRAFTING OF AGREEMENT: The Parties expressly agree that this Agreement was jointly drafted and that both Parties have had the opportunity to negotiate terms and to review the terms prior to the execution of this Agreement. This Agreement shall be construed neither against nor in favor of either Party but shall be construed in a neutral manner.

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