TeleTech Holdings, Inc. (NASDAQ: TTEC), a leading global provider of technology-enabled customer engagement and experience solutions, today outlined the evolving attributes of trust between organizations and the public in the 21st century and the role a holistic customer experience management strategy plays in that equation. These findings stem from a new book, “ Extreme Trust,” by best-selling business authors, Don Peppers and Martha Rogers, Ph.D., which debuted today. In the book Peppers and Rogers detail how customer expectations of brands they trust are quickly evolving to higher standards based on greater transparency, proactively making choices for the benefit of customers and building long-term relationships. These expectations will pressure organizations to rethink their historical approaches to customer relationship management and implement new policies, procedures and technologies that will increase their customer’s trust with every interaction. Increasingly, consumers are drawn to businesses that are not only trustworthy, but proactive in protecting the interests of its customers. For example, while today it is standard policy for companies to let gift cards expire or collect overdraft charges on accounts without informing customers, consumers are beginning to demand a more proactive approach that would warn them offers are about to expire or when their account balances are dangerously close to the minimum threshold. “Businesses realize that consumer expectations are rising and trust is essential to making interactions with customers more efficient and relationships longer lasting. With information about customer experiences with brands so accessible and social networks making it easy to share that information instantaneously, it has become far more costly for companies to keep secrets or hide things than it is to be forthright and open. This requires companies to ask themselves if they are operating in an extremely trustable manner with every customer interaction. The bottom line is this, to be considered trustable an organization must do things right, do the right things, and do it proactively. The book is called Extreme Trust because we believe that is the new standard which successful companies are striving for,” ~ Don Peppers, author and founder, Peppers and Rogers Group.