How a vacation rental company leaned into trust to weather the COVID-19 pandemic.
In March 2020, Twiddy & Company, a family-owned vacation rental company known for hospitality rooted in personal interactions, needed to adjust to contactless, remote customer service.
The thing about trust is so interesting to study, is that you can’t demand it. And so you need reasons to trust and the reasons are all in the actions and intentions that are behind them.SANDRA SUCHER: Loyalty is an outcome of trust. So what happens is that if you trust me over time long enough and I deliver for you, you become loyal. And most of these decisions are pretty rational, but that’s the connection.
BRIAN KENNY: And all along they’re building trust with their employees by doing these kinds of things. How would the employees describe Ross and Clark? BRIAN KENNY: And this is probably going to sound painfully familiar to a lot of people who have the very same thing, vacation plans and all kinds of things, and airline tickets. How were Ross and Clark able to prioritize amidst things as they were coming at them so quickly? How do you even begin to triage that?
BRIAN KENNY: I think we all experienced leaders taking different approaches to how they communicated during the crisis. And I think one of the challenges was fighting the urge to not say too much, to not speculate, to not talk about things that you’re not certain of. Is that consistent with the approach they took?
SANDRA SUCHER: Exactly. And one of the most important features of trust is that it’s built from the inside out. So, it’s pretty impossible to be trusted by people outside your organization if the people inside don’t trust you. And Twiddy didn’t need me to tell them that, that’s something that they know, and that was why they were so people-centric in the way that they went after this.
SANDRA SUCHER: Right. And for them, because this was a brand built on person to person interaction, all of a sudden they had to shift the brand to being equally personable but not in person.
BRIAN KENNY: Mm-hmm. And therefore, the trust part of this becomes even more crucial because you need customers to come back, you need the homeowners to continue to make their properties available, you need the employees to provide the service.
But what’s useful about understanding that, is that makes trust something that you can manage.
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