At the core of all customer-focused organizations are two essential characteristics: trust and commitment. Through trust and commitment customer-focused organizations demonstrate that they are dependable, reliable and that they honor their word. With that said, my hat is off to Bill’s Jewelry Shop in downtown Grinnell, Iowa. In a recent article in The Grinnell Magazine I read that Elizabeth McJimsey Souder graduated from Grinnell College in 1988 without picking up her restrung pearl necklace from the Grinnell merchant. Shop owners Bill and Jeanne Hammen tried several times over the years to get in touch with Souder, but could not make contact. Over the next two decades Souder moved many times, while her forgotten pearls waited in Grinnell, stored away with some other pieces of unclaimed jewelry.

Souder stated … "I recall wondering about the pearls several times and shuddering at the thought that I had lost them, because they had belonged to my grandmother, I became convinced that I’d carelessly lost them somewhere along the way."

Last year the Hammen's were finally able to reconnect the pearls with their owner.

Souder added … "I'm not at all surprised that a Grinnell merchant would go to these lengths to find someone and reconnect them with their belonging – it’s just what people do in that community."

Today there seems to be a growing chasm between consumers’ trusts and the business organizations they depend upon. Polls shows that only 4 percent of U.S. adults say they trust their HMO; 7 percent their health insurer; 11 percent, their life insurer; 12 percent their telco. Seventy-four percent say corporate America’s reputation is “not good” or “terrible.”

What is your organization doing to help restore and build consumer trust?