1
IN AN OMNI-CHANNEL WORLDBUILDING BRAND TRUST
2
3
MEDIA SCEPTICISM
DECLINING
DATA OVERLOAD
SOCIAL MEDIA
Why study trust now?
4
The more trusted you are…
The more of a price premium you can charge
+10%
+13%
5
ONFOCUS FEATURES
How to study brand trust
6
Five factors to promote trust
7
EXPERIENCE
Five factors to promote trust
8
Only Positive:
6x
Mostly Positive:
5x
Mostly Negative:
-3x
To err is human, but being responsive to mistakes can help build brand trust
99
“I don't think the difference [between the appeal of Zappos and the Amazon brand] is in the UI. It's in how we build a
personal connection, primarily on the phone. We’re actually experimenting with ways to get more people to call because
it’s such a valuable marketing and brand builder for us."
1010
EXPERIENCE
You only have so much leeway with mistakes –invest in mechanisms that truly are responsive to issues.
11
CONSUMER VOICE
Five factors to promote trust
12
3x
Operations and customer service are the foundation of trust marketing
Impact on Trust
ExpertReco
Online Reco
In-PersonReco
NoReco
1313
Consumer Voice
Investing in operations leads to good word of mouth for your brand. Leverage consumer voice and consumer credentials.
14
TRANSPARENCY
Five factors to promote trust
1515
Being seen as a transparent brand is more important than being a long-term brand
Longevity
Transparency
2x
1616
1717
Transparency
Don’t hide the negative, embrace it. Put it out front and not in the small print.
18
OMNI-CHANNEL
Five factors to promote trust
19
Online Only
In-Store Only
Omni-Channel
X
Impact on Trust
Omni-channel presence not only drives access, it drives reputation and trust
3x
2020
2121
Omni-Channel
Encourage cross channel interaction. Move the consumer from your digital to physical and vis versa.
22
ALIGNMENT
Five factors to promote trust
2323
Aligning values not only improves brand saliency, but also improves brand trust
Impact on Trust
Established BrandNo Causes
New BrandSupports Causes
Unaligned
New BrandSupports Local Causes
Aligned
2424
2525
Alignment
Ask your consumers where your should put your support – be local and relevant.
2626
Know where you stand and price accordingly
2727
Invest in issue resolution – it matters
Always leverage consumer voice and credentials when you can
Don’t hide the negative, embrace it
Encourage omni-channel interaction
Be local and relevant with your causes
2828
THANK YOU!