The Long Game of Trust: How Firms Can Rebuild Industry Credibility

By George Kohler, CEO of Alpha Capital Group

There are some sectors in business that attract a high level of customer trust, and always have. And there are others which attract a higher degree of customer caution and require more work to build – or rebuild – consumer trust. 

Often this situation arises because of the past behaviour – and sometimes the on-going behaviour – of some of the less scrupulous players in the market. And it, of course, affects everyone. 

This is certainly the case in the retail proprietary trading sector in which we operate. The actions of a few have left many customers feeling cautious, disappointed and understandably wary.

So how do you generate greater trust in an industry that’s reputation has become tarnished over time?

Well, the good news is that trust, while fragile, is not beyond repair. There are steps we can take to win back consumer confidence and rebuild the reputation of the industry.

But it takes time, consistency, and a willingness to be transparent. And that starts with businesses being honest about who they are, what they stand for, and how they operate.

Transparency

An important move in gaining trust is to bring customers along on the journey whenever possible. Rather than making decisions behind closed doors, businesses can involve their audience by sharing plans, goals, and challenges – we do this regularly by sharing videos of our executive team talking about the vision for the future of the company and reflecting on previous decisions and how they have shaped the business. 

It doesn’t need to be polished or perfect – in fact, being real often builds deeper trust than a slick message ever could.

Sharing the human side of the business also makes a difference. When customers see the people behind the company – their motivations, values, and stories – they’re more likely to feel a connection. 

We have found that introducing the leadership team or shining a light on the wider team, particularly through video content, can generate a stronger connection to the business for customers.

Redressing past mistakes 

In my view, it also helps to look closely at what’s gone wrong in the industry over time. Many of the issues we might see from the past often come down to a lack of clarity, care or responsibility. So it’s essential to take a different approach by being clear, fair, and putting people first.

For instance, if some players in the sector have been vague in their communications, others can choose to be transparent. If corners have been cut, others can choose to do things properly. 

If short-term profit has been prioritised over long-term trust, businesses can choose to invest in relationships and values instead.

This is not about point-scoring with competitors – it’s about setting a new standard for everyone, and a benchmark that customers can come to expect.

Inviting reviews

One other meaningful step companies can take is to actively seek open and honest feedback. That’s something we do – in fact, we have a team dedicated to encouraging and responding to Trustpilot reviews from our customers. 

Our focus on this has led to a rating for our business of 4.6 out of 5 with almost 11,000 reviews, something that has helped position us very positively within the market. 

So why is this important? Well these are customer reviews, from real people, left on an independent platform. They give prospective customers a sense of what they can expect from our business, and shows them immediately that the overall experience that our customers have is very positive. 

It doesn’t sugar coat things either – public reviews also give a clear indication of where businesses still have work to do, which, in my view, is no bad thing and reflects the reality of business, when nothing is ever perfect and there are always things to improve. Customer reviews are also, of course, an incredible tool to inform all kinds of business decisions, from day-to-day operations to future plans. 

One other important element of views is that potential customers can see how the company responds to both positive and negative reviews – that can tell people a lot about the company ethos and values, dependent on the approach and the tone used in company responses.

The reality is that there’s no overnight hack to building or restoring trust. It is earned gradually – through everyday decisions, not big PR campaigns. 

It’s about listening, taking responsibility, and staying consistent over time. Mistakes will happen, of course. But admitting them and learning from them is all part of building credibility.

For those willing to do the work, there’s a real opportunity to stand out for the right reasons. It will never be easy, but I believe it will always be worth it because industries grow when enough businesses decide to raise the bar and hold themselves to a higher standard.

Find out more about Alpha Capital Group here – https://alphacapitalgroup.uk/