Trust matters when it comes to customer experience. People line up at the Apple Store’s Genius Bar in part because they’ve come to trust that they will get a great customer experience. Whether you’re a B2B or B2C, how can you create trust with your customers? To find the answers, I spoke with Charles H. Green, CEO of Trusted Advisor Associates. He's the author of Trust-Based Selling: Using Customer Focus and Collaboration to Build Long-Term Relationships and The Trusted Advisor Fieldbook: A Comprehensive Toolkit for Leading with Trust. For Charles, you create trust by focusing on building a long-term relationship instead of focusing on the current transaction. Charles suggests that you engage in active listening to make your prospects and customers feel like you understand how they’re feeling.