Trust Can Be Measured
If you fail to measure trust, how do you know if it’s growing—or disappearing?
There’s an old saying: You can manage what you measure. When it comes to trust, this is clearly the case.
Most leaders agree that trust is critical for business success. Yet few companies treat it as a measurable asset, instead relying on gut feelings or assumptions. The problem? Trust is either strengthening or eroding,rather than static, at any given moment. Only with a clear baseline and a way to track progress, do leaders have a way of knowing if their efforts to build trust are actually working.
At VisiVera, we believe that trust must be measured just like any other key performance indicator (KPI). Companies track financial performance, employee engagement, and customer satisfaction—so what stops them from measuring trust?
How to Measure Trust
Organizations can assess trust across three key stakeholder groups:
Employees – Do they trust leadership? Do they feel safe speaking up?
Customers – Do they believe the company delivers on its promises?
Partners & Investors – Do they see the company as credible and ethical?
Several tools can help companies measure trust:
Trust Index Surveys – Tools like the Edelman Trust Barometer and internal pulse surveys assess trust levels among employees and customers.
Net Trust Score (NTS) – Traditionally the Net Promoter Score is used to measure customer loyalty, and a high NPS often signals strong trust. The Net Trust Score is a more nuanced and sensative way to understand
Employee Engagement Scores – Low engagement can indicate a breakdown in trust with leadership.
Customer Retention & Reviews – A decline in repeat business or negative sentiment can reflect trust erosion.
Sentiment Analysis & Social Listening – AI-driven tools can analyze employee and customer conversations to gauge trust levels in real-time.
Some companies even implement trust dashboards, where leadership teams can track changes in trust levels across different segments of the organization. By gathering both qualitative and quantitative data, leaders can spot trends and proactively address potential trust issues before they become crises.
Why Continuous Trust Measurement Matters
Trust is more than a one-time achievement—it must be nurtured and protected. Companies that regularly measure trust can identify trends, pinpoint problem areas, and take proactive steps to rebuild when necessary.
If trust is rising, leaders can analyze what’s working and double down on those efforts. If trust is declining, they can adjust before irreversible damage is done.
The Competitive Advantage of Trust Measurement
Organizations that track and actively manage trust gain a competitive edge. When employees trust leadership, engagement and productivity rise. When customers trust a brand, loyalty increases. When investors trust leadership teams, they are more willing to provide support for long-term success.
Trust is tangible—it can and must be tracked. What are you doing today to measure trust in your organization, and how are you using that data to grow well?