Last week, AT A Vancouver Board of Trade Ambassador Club meeting I had a brief lecture by  Carol Borghesi, Founder and Principal at Customers First Culture on the idea of customer experience rather than customer service. She referred to the fact that successful companies had a desire to being trusted in the community of customers, and endeavor to build strategies to become trusted by enhancing positive customer experience.

One of the measurements of this is the Edelman Trust Barometer which purports to offer a measure about how a company performs in terms of trust.

Borghesi  boiled it down for us. A company is trustable if three criteria are met. First the company has to be able to show it has an ability to listen. It has to listen to customers and not run off and develop a car like the Edsel that has fins when nobody wanted them, or to develop a new formula for Coca Cola and throw 100 years of brand recognition down the drain.

Second, it has to offer a good product or service that customers can rely on and therefore  conjure up a positive customer experience. For example, the Spin Doctor makes resumes that work, and trust pays off in increased salary and/or better positions.

Finally, she said that companies who aspire to build trust amongst their customers, and provide them with a favourable customer experience, they need to treat their employees well. The employees are the face and representative of the company in the field. If they are treated unfairly, they may still refer to the company with reverence, but probably not for long. They would be more likely listing their own transferrable interpersonal skills to jump over to the customer’s payroll.

As I was listening to this, I found that the Trust Barometer could provide an excellent answer to the Third Toughest Interview Question, “WHY DO YOU WANT TO WORK WITH US?”

What a wonderful chance to suck up to the employer.

“I’ve been researching your company,” You wound say, “And I have noticed that you have a reputation of providing excellent customer experiences. Other companies and even people on the street know you and your policies. I have always thought there are three ways to build this type of community respect and trust: You have to listen, have a good product or service, and you really have to treat your employees well. Who wouldn’t want to work for you?”

Talk about adding muscle to your interview. Feel free to use this, as employers don’t usually read my articles, and if they did, I probably wouldn’t listen to them.

By the way. You’re probably wondering what I consider to be the numbers 1 ad 2 on the Interview  Toughness Scale. The second toughest usually happens at the end of the interview which states, “IS THERE ANYTHING YOU WISH TO KNOW ABOUT US?” This is a tough question because the easy answer would be to say , “No.”  That’s the wrong answer.

The toughest question is not really a question. It’s an invitation and most people know either whether to accept the invitation, of if they do, where to stop.

The number one toughest question is , “TELL ME A LITTLE BIT ABOUT YOURSELF.”

Mike Broderick , a one- time archaeologist, is a Vocational Rehabilitation Counsellor with the Fraser Health Authority in Port Coquitlam where he helps people with mental health disabilities find and keep full or part time employment .
He WAS the Employment Specialist for the Neil Squire Society in Burnaby where he found employment for people with physical disabilities, A Supported Employment Coordinator at THEO BC (now the Open Door Group), and a case manager at Community Fisheries Development Centre where he helped people move from the fishing industry to something else because there, “Aint no fish.” This means he is VERY familiar with how a modern day resume should look.
He is an active ambassador with the Vancouver Board of Trade and a member of the Labour Task Force of the Burnaby Board of Trade He does some work as a field Archaeologist, is a fitness instructor and frequent contributor of fitness humour articles to Alive Magazine. He is always saying, “If you can’t be fit, you can at least be funny.”
He lives in Port Coquitlam with his spouse Cecelia. You can reach him at home at or at 604-464-4105. If you’re looking for a career change, he is the Spin Doctor and can give you a resume makeover at competitive rates.



  1. energywriter Says:

    Great advice, Mike. Keep up the good work. Do your clients follow your blog?

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