Melissa Collett: How do we measure consumer trust?

Consumer trust is one of most important issues for the insurance sector today and yet it remains one of the least understood. It is recognised by the regulator as a key component of good corporate culture and it underpins a number of other topics, such as accessibility and vulnerable customers. Everyone is keen to build and increase it - but how do you actually measure it? Consumer trust is an elusive concept that is not easily amenable to black-and-white definitions. In insurance terms, it can mean a belief an insurer is going to deliver on its promise to pay when things go wrong. As Li...