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In this episode of Trusted Voices, Emma Roffey talks with Megan Burns - customer experience and trust expert, keynote speaker, and former Forrester VP and Principal Analyst - about why trust has become one of the biggest determinants of B2B success. Megan unpacks why scale and digital distance have eroded our instinct to trust organisations, the difference between functional and emotional trust, and why she recommends swapping the word "trust" for "confidence" to get skeptical executives on board.
The conversation covers the psychology behind why customers advocate, the outsized role peer groups and communities play in de-risking buying decisions, why M&A moments are trust flashpoints, and the power of candor over generic transparency. Megan also shares practical advice on building systems - not slogans - around trust, and predicts which companies will quietly pull ahead over the next five years by treating trust as core infrastructure rather than a buzzword.
