Trust

When it comes to your customer relation trust is what will make your business grow. Secondly and thirdly comes trust and more trust.

People

People are like companies but one difference is, that people are not companies. To put it differently, a company is made up of products and services and sold by the company - not always people. Recall the parking lot where you simple enter your credit card and no people are there to service you - well, behind this automation are people in the company controlling the car park and the customer trust the automated system - that is why it works. Trusting the service because it is reliable - nobody would use a car park if it failed... beyond reason.

Company

Companies are made by and of people so your company will expose itself good and bad so your goal is to expose it as good as possible. That is very difficult to accomplish 100% of the time since you will make some decitions that are not popular among every single person. But get it right most of the time will make your company feel trustworthy so that people can relate. Remember that people are only people but they have a heart and it beats just like your company does.