Question: What is a customer’s number one fear?
Answer: Customers most fear being betrayed in the trusted reliance that someone will not take unfair advantage of their vulnerabilities. Customers know they are very vulnerable and have little control over the many negative things that a contractor can inflict upon them. They have a great need to trust that the contractor will safeguard them from disappointment, embarrassment and criticism from their peers and supervisors.
Point: Trust is like thin glass…handle with care.