MRS-科技对消费者信任的影响（英文）-2018-20页

Summary of Great Expectations: How Technology Impacts Consumer Trust

Core Content

This report, Great Expectations: How Technology Impacts Consumer Trust, explores the evolving relationship between technology and consumer trust. It highlights how digital advancements influence trust perceptions and outlines key strategies for brands to build and maintain trust in an increasingly tech-driven world.

The report is structured into three main parts:

1. Research Findings – Presenting the latest insights from Kantar TNS and Lightspeed.
2. Technology and Trust – Examining how technology can both enhance and erode trust, supported by case studies.
3. 12 Steps to Greater Trust – A program for organisations to follow in order to improve trust with consumers.

Main Viewpoints

• Trust is a key driver of brand growth: Brands with above-average trust have grown by 170% over the past decade, while those with below-average trust have seen a decline. This underscores the importance of trust in business success.
• Consumer trust is declining: Trust in major institutions such as media, government, and business has been on the decline since 2013. This decline is attributed to factors like data breaches, poor customer service, and the negative portrayal of technology in the media.
• Technology can inspire trust: Despite the challenges, technology can also be a force for good by enhancing transparency, security, and customer service. The report emphasizes that trust is not solely a result of technology, but how it is applied.

Key Information

Trust Drivers Identified

The report identifies 18 consumer trust expectations, focusing on the following themes:

• Transparency
• Control
• Relevance
• Security
• Fulfillment

Among these, data security is the most significant driver of trust, ranking first in six of the seven sectors studied. It is followed by:

• Dependability (highest in transport)
• High standards of customer service
• Availability of someone to address queries or complaints
• No personal risk from data usage
• Fair value exchange in data usage

Sector and Brand Performance

• Financial services sector performed best in data security, with Lloyds scoring highest among the 42 businesses and organisations surveyed.
• Amazon emerged as the most trusted brand across all sectors, despite being a heavy user of personal data, due to its consistent performance in trust drivers and careful handling of data.

Generational Differences

• Millennials are more accepting of data usage by brands but also more aware of the risks.
• They are more likely to punish brands that misuse data or fail to secure it.
• Only 54% of those aged 34 and under are happy for brands to use personal data to improve services, compared to just 22% of those aged 55 and over.

Role of Technology

• Technology is a critical enabler of transparency, which is essential for trust.
• It can be used to:
  • Enhance security through encryption, identity management, and blockchain.
  • Align incentives within and across organisations.
  • Promote openness by sharing information with customers.
  • Create platforms that allow for fair and informed interactions.
  • Utilize AI to better understand and serve customers.

Case Studies

• Nationwide: A mutual organization that aligns incentives with its members, using technology to monitor and measure trust without manipulating it.
• SkinNinja: A mobile app that provides clarity on product ingredients, promoting transparency and trust through accessible information.
• Monzo: A digital bank that builds trust through community engagement, transparency, and customer-centric innovation.

Critical Questions for Brands

• Are you measuring consumer trust expectations as part of your reputation index?
• Is your trust-building strategy cross-departmental and top-down?
• Are you investing in technology to improve customer service and security, aligning with evolving consumer needs?

Conclusion

The report emphasizes that trust is not static and is influenced by both technology and human behavior. It calls for brands to focus on three key areas:

1. Guaranteeing data security
2. Ensuring transparency in data usage
3. Delivering high-quality customer service

Organisations that proactively address these areas and align with consumer expectations can build stronger, more enduring relationships with their customers. Technology, when used wisely, can be a powerful tool in this endeavor.