The Credibility & Trust Index – How Utilities Build Trust
There is no shortage of discussion about “trust.” But for many utility leaders, trust can feel intangible—important, but difficult to define and even harder to manage.
The reality is this:
Trust is not built by intention. It is built by what customers see, experience, and come to believe.
And that belief starts with: Credibility.
Credibility comes first
Before a utility is seen as trusted, it must first be seen as credible. Credibility is the judgment customers make about whether the organization:
- knows what it is doing
- can be relied upon to deliver
- and is acting in their best interest.
For utilities, credibility is typically built through three things:
Knowledge — being seen as informed about services, the industry, and how customers can manage costs or create value.
Integrity — acting in the best interests of customers and delivering services in a professional, reliable way.
Involvement — being visibly engaged in the community and in issues that affect customers.
These are not abstract ideas; they are judgments customers make every day.
Trust is the outcome
Trust is different. It is not what a utility says. It is what customers conclude—over time—based on what they experience.
Years ago, we introduced a simple way to think about trust (a formula):
Trust = Credibility + Consistency + Mutual Respect + Candor + Shared Commitments – Self-serving Orientation
It resonated because it made something intangible more actionable.
For utilities, the insight is clear:
Credibility is the gateway to trust.
A utility can perform well operationally. But if it is perceived as self-serving, trust erodes quickly. Trust cannot be claimed, it has to be earned.
Why this matters now
Utilities are being evaluated as much on perception as on performance. But that perception is shaped by the world customers are living in, including:
· rising costs
· uncertainty
· and a growing sense of vulnerability.
Utilities are not separate from that reality, they are viewed through it. Which means customers are constantly forming opinions about:
· whether the utility is competent
· whether it is acting fairly
- and whether it can be relied upon.
When credibility is strong, customers are more likely to give the utility the benefit of the doubt.
When it is weak, skepticism grows.
That is why credibility and trust function as a kind of organizational currency. When it is strong, it enables understanding and cooperation. When it is weak, everything becomes harder. Even the right decisions can be challenged.
A final thought
Credibility and trust are built—day by day—through what customers see, hear, and experience. Utilities cannot control every outcome, but they can influence how those outcomes are perceived.
A thoughtful, consistent approach to gathering customer feedback, opinions, and wisdom provides insight into how the organization is being judged.
In the UtilityPULSE Annual Customer Satisfaction Survey, the Credibility & Trust Index is a standard component—helping utilities understand how customers assess their knowledge, integrity, and involvement, and how those perceptions translate into trust.
Used well, it creates a clearer picture of where credibility is strong and where it may be at risk. More importantly, it enables meaningful internal discussions—grounded in evidence—about how the utility builds and sustains high levels of trust with its customers.
Let’s Connect to discuss the “evidence” you need to continue to improve your organization.
Articles that could be of interest: The Difference Between Anger & Outrage and The Secure and At-Risk Customer Perception Gap