Customer Experience Question:

This is the foundation of a positive customer experience. If customers do not feel that they can trust the interaction points or the company behind them, they will be less likely to purchase. Research says that trust consists of two main components:
Confidence:
Customers must believe that the company has the ability to provide a quality product or service.
Benevolence:
Customers must believe that the company is willing to consider customer's self-interest above their own.