Quantifying customer
trust
Deloitte poll results

Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 2
Methodology
C-suite executives were polled online during
a Deloitte webcast titled “Quantifying
customer trust” on Sept. 15, 2022. Answer
rates differed by question.
In some instances, immaterial amounts (e.g., +/-
0.1%) have been added to or removed from the
“Don’t know/not applicable” answer responses to
bring results to 100% total for each question.
260+

Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 3
19.3%
45.2%
13.5%
Votes received 347
During the past 12 months, did your organization experience an event that changed trust levels with
key stakeholders (e.g., customers, employees, third parties, shareholders)?
Don’t know / not applicable = 22.0%
Yes, stakeholder trust
was built
Yes, stakeholder trust
was lost
No change

Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 4
Votes received 354
During the next 12 months, will your organization work to improve trust levels with key stakeholders
(e.g., customers, employees, third parties, shareholders)?
Don’t know / not applicable = 13.0%
61.3%
25.7%
Yes No

Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 5
Votes received 354
Which do you think poses the greatest challenge to your organization as it works to improve trust levels
among its key stakeholders (e.g., customers, employees, third parties, shareholders)?
Don’t know / not applicable = 33.9%
Discerning what to measure to create an
initial, baseline assessment
Knowing how to improve trust, after an
initial, baseline assessment is complete
Monitoring trust to discern changes in
levels, after work to improve trust begins
22.6%
17.8%
25.7%

Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 6
Votes received 311
Does your organization currently have a way to track levels of trust that exist with customers,
employees, partners, shareholders, constituents, and other stakeholders?
Don’t know / not applicable = 31.2%
Yes
No, but we plan to develop a
way to track trust within the
next 12 months
No, and we have no plans to
develop a way to track trust
within the next 12 months
13.8%
19.6%
35.4%
55% have no
way to track
trust currently

Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 7
Votes received 263
Does your organization have a Chief Trust Officer (CTrO) role?
Don’t know / not applicable = 28.2%
Yes, we currently have a Chief Trust Officer
No, we plan to create the CTrO position in
the next 12 months
No, another C-Suite executive is tasked with
(re)building trust
No, no one owns trust at our organization,
and we don't plan to assign trust
responsibilities to anyone at this time
No, we plan to assign trust responsibilities
to another C-Suite executive or individual at
my organization in the next 12 months
41.4%
8.0%
16.3%
3.4%
2.7%
6.1% currently or will
soon have Chief Trust
Officer role
19% have a C-suite
leader in-place to
manage trust

Quantifying customer trust
Copyright © 2022 Deloitte Development LLC. All rights reserved. 8
Media Contacts
Christine Oh
Public Relations
Deloitte Services LP
chrisoh@deloitte.com
Taylor Graham
Public Relations
Deloitte Services LP
tagraham@deloitte.com

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Copyright © 2022 Deloitte Development LLC. All rights reserved.
The statements in this report reflect the aggregation of poll responses and are not intended to reflect facts or opinions of any entities. All data, charts and statistics referenced and presented, as
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