There is no doubt how relevant trust is in the link between people and companies and institutions, however we have not paid the necessary attention to it to mobilize changes
Plataform
icreotrust
In recent years, Chile and the world have been facing a deep crisis of trust in Companies and Institutions, which effects we can see in their relations with people in their different roles: as consumers, clients, collaborators and citizens.
In his context, since 2014 in Almabrands we’ve been developing ICREO, our model to measure the performance of companies and institutions around the dimensions that build trust in Public Opinion. We look forward to encourage organizations and companies to start caring about building and managing trust from their various stakeholders.
ICREO is the first index in Chile that allows evaluating and monitoring trust in categories and brands, in order to identify spaces of opportunity to build higher levels of trust.
ICREO measures products and services brands, the media, volunteering and charitable institutions, public services and political figures.
Plataform
icreotrust
In recent years, Chile and the world have been facing a deep crisis of trust in Companies and Institutions, which effects we can see in their relations with people in their different roles: as consumers, clients, collaborators and citizens.
In his context, since 2014 in Almabrands we’ve been developing ICREO, our model to measure the performance of companies and institutions around the dimensions that build trust in Public Opinion. We look forward to encourage organizations and companies to start caring about building and managing trust from their various stakeholders.
ICREO is the first index in Chile that allows evaluating and monitoring trust in categories and brands, in order to identify spaces of opportunity to build higher levels of trust.
ICREO measures products and services brands, the media, volunteering and charitable institutions, public services and political figures.
ICREO is a platform that invites all companies to challenge the status-quo and manage trust from those dimensions and variables that are most urgent to build with their different stakeholders.
Public Opinion
Dimensions of Trust
Online quantitative study of Public Opinion carried out annually since 2014, in which trust is measured based on these 5 dimensions, for more than 40 categories and more than 330 brands in Chile.
Honesty and Trasparecy
Honesty and Trasparecy
They are honest and transparent, they tell the truth and do not hide information
Responsability
Responsability
They are responsible with people and the environment, fulfill what they promise and take responsibility for their mistakes.
Empathy
Empathy
They truly care about the interests of people and society
New Trust
Background and History
Its background and performance provide security and confidence
Closeness
Are close and accesible
Traditional Trust
Organizations
Internal Trust Tracking Model
Quantitative study carried out via online surveys, applied to the company’s collaborators base, with the segmentations that each organization defines as relevant.
Since the launch of the model, in 2019, developed together with Otic Sofofa Capital Humano, more than 10 organizations have already been measured and carried out work sessions that have been held with the aim of raising opportunities for Trust Management, generating ideas and initiatives for an action plan.
1. Trust Network
The different actors within the organization
2. Dimensions of Trust
The variables make up the construction of trust
- Concern about working conditions
- Respect and ethics
- Responsibility and fulfillment of commitments
- Clarity and honesty in communication
- Appropriate skills and promotion of development
- Closeness, collaboration and participation
- Ability to handle conflicts and crises
- Connection and commitment to the environment
Ad – hoc
Trust from Clients/Consumers
It allows to have an specific diagnosis from clients (nos only public opinion) and identify opportunities for the construction of Trust in this stakeholder, in an ad-hoc model.