Earn and protect trust

Give customers repeated reasons to believe that your words and actions match. Recommend what fits their situation, explain relevant limitations, and be candid when you need to check an answer or cannot meet a request.

Follow through on commitments, acknowledge mistakes, and treat customers fairly even when a conversation is difficult. Apply these standards consistently across employees and situations so customers know what they can expect from your business.

Protect personal information by collecting what you need, keeping it secure, and explaining how it will be used. Treat the information customers share with you as a responsibility that comes with serving them.