The Trusted Guide Podcast with Mark Slatin · 2025-11-13 · 31 min
Is it really possible to build trust with customers in a business landscape overflowing with misinformation and emotional volatility? That burning question is at the heart of my conversation with Michael Forsberg, Director of Client Experience at BrandTrust. In an era many call "post-truth," business leaders face steep challenges in distinguishing what's real from what's noise - especially when it comes to understanding their customers' motivations. Michael's work focuses on uncovering the human truths and emotions driving decisions across industries from tech to healthcare to financial services. The impact? When brands neglect the emotional drivers beneath surface behaviors, they risk eroding loyalty, losing relevance, and missing out on real, meaningful relationships with their customers. Why should you listen to Michael Forsberg? Michael brings a rare combination of practical expertise, academic rigor (he's an MSU grad in Customer Experience Management and a former student in my class), and heartfelt real-world perspective.
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