icreotrust

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

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

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.

icreotrust

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.

Opinión Pública

Opinión Pública

Dimensiones de la Confianza

Opinión Pública

Estudio cuantitativo online de Opinión Pública que se realiza anualmente desde 2014, en el que se mide la confianza en base a estas 5 dimensiones, para más de 40 categorías y más de 350 marcas en Chile.

Honestidad y Transparencia

Honestidad y Transparencia

Honestidad y Transparencia

Son honestas y transparentes, dicen la verdad y no ocultan información

Responsablilidad

Responsablilidad

Responsablilidad

Son responsables, cumplen lo que prometen y se hacen cargo de sus errores

Empatía

Empatía

Empatía

Se preocupan de verdad por los intereses de las personas

Confianza moderna

Respaldo

Respaldo

Su trayectoria da seguridad y respaldo

Cercanía

Cercanía

Son cercanas y accesibles

Confianza tradicional

Organizaciones

Organizaciones

Medición de la confianza

Organizaciones

Estudio cuantitativo realizado vía encuestas online, aplicado a la base de colaboradores, con las segmentaciones que cada empresa defina como relevantes.

A partir del lanzamiento del modelo, en 2019 en conjunto con Otic Sofofa, ya se han medido más de 10 organizaciones y realizado sesiones de trabajo con el objetivo de levantar oportunidades para la Gestión de la Confianza, generando ideas e iniciativas para el diseño de un plan de acción.

1. Red de Confianza

Los distintos actores al interior de la organización

DirectorsManagers

2. Dimensiones de Confianza

Las variables que intervienen y construyen confianza

  • Preocupación por las condiciones laborales
  • Respeto y ética
  • Responsabilidad y cumplimiento de compromisos
  • Claridad y honestidad en la comunicación
  • Competencias adecuadas y fomento al desarrollo
  • Cercanía, colaboración y participación
  • Capacidad de manejar conflictos y crisis
  • Conexión y compromiso con el entorno
Ad – hoc

Ad – hoc

Trust from Clients/Consumers

Ad – hoc

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.