Mark Hurst trying to explain in 3 minutes why it is good to involve the quality of the customer's experience in your brand's "Trust" Strategy. It boils down to: If your site/product works smoothly when you are trying to sell me the product/service, then I have faith that I can trust you that you won't hack my financial data (and that maybe your product/service won't blow up). Simple as that.
UX, CX & What Your Audience is Really Seeing