Can you define trust? Is it possible to measure it? The answers are yes and yes. In this episode Adam Dorrell talks with Ashley Reichheld and Amelia Dunlop, the authors of the new book “The Four Factors of Trust” They talk about how it’s possible to measure trust - by understanding Humanity, Transparency, Capability and Reliability for both company as a brand, and for employees. And they introduce the new metric, TrustID which they have open-sourced (in a very transparent and trusting way!) to help make the world a better place.  Ashley talks about how different cultures treat trust, and what to look for in the measurement. Amelia brings very practical examples of how to apply the lessons.  Trust could be the next frontier in customer experience - it’s a must-listen and also a strongly recommended read from the CustomerGauge team.    Check out the Four Factors of Trust here: https://www.amazon.com/Four-Factors-Trust-Organizations-Lifelong/dp/1119855012