Banks simply can’t operate without the trust of customers. When customer trust is strong, banks reap financial, competitive, and reputational benefits enabling them to expand and extend customer relationships. Banking leaders understand that the stakes are high, but their attempts to build customer trust are mostly intuitive and ad hoc. Without a formal strategic approach to building customer trust anchored in research, measurement, standards, and prioritized initiatives, banks will continue to have a serious gap in their overall customer strategy.