“Would You Like Fries With That?”

Every customer interaction presents an opportunity: build trust or facilitate a transaction. 

Customer interactions are a driving force in business. They hold tremendous power. Great customer interactions help to solidify your brand in the mind of a consumer. In today’s social media driven world, one horrible customer interaction can destroy your company’s reputation in a matter of seconds.

A customer interaction can fall into one of two categories:

  1. Build Trust
  2. Facilitate a Transaction

Earning the trust of a consumer is a big deal. With trust comes customer loyalty; which can lead to referrals and the development of fruitful, life-long relationships. Truly great brands are built on trust and tend to develop cult-like followings from their consumers. I immediately think of brands like Apple, Nike, and Patagonia. These brands are so trustworthy that their consumers adapt their products and services into their daily lives and routines.

Trust is developed through every single customer interaction. Every greeting, proposal, offer, close, and parting remark can build a trusting relationship.


On the contrary, every customer interaction can also be viewed as a transaction. An opportunity for an exchange of goods or services for money. These interactions tend to be profit-driven and don’t usually result in trust being established between a brand and the consumer. Transactions are easier to learn, train, and perform. “Say this, don’t say this, do this, and don’t do that.” It’s really as easy as the infamous “Would you like fries with that?”

Building Trust will result in greater customer relationships.

Your Choice

Your business can treat every customer interaction however it chooses. If you wish to simply be a transaction-based business you can! But beware, with a transaction-based business comes a turnstile of consumers who can’t differentiate your brand from the other business down the street. If you’re looking to build your brand and establish relationships with your consumers, start by valuing every customer interaction as an opportunity to build trust.

Let’s Ride!

Dr. Nathan UnruhDr. Nathan Unruh, CXO SIDECAR