Creating Brand Trust: A Key Currency for Business

Creating Brand Trust: A Key Currency for Business

This is the first in a blog series about building and maintaining brand trust. 


Brand trust has always been valuable for business, but the ways to develop it have changed a lot in the digital age. I’ve seen a dramatic shift in the last twenty years while I’ve worked in technology and development. In terms of both my personal and professional lives, businesses have changed how they interact with their customers. While it’s fair to say that businesses have always tried to put their customers’ needs first, the mechanics of what that looks like has changed dramatically. This is a reaction to the way the needs of customers have changed a lot in the last decade, and it can help businesses increase customer trust. 


What Has Changed? 


Today’s consumers — myself included — are looking for trusted brands that give them access to what they want, when and how they want it for as long as they need. This means on-demand, digital access to goods and services and an end-to-end digital user experience. It requires developing and delivering modern, relevant solutions that solve their current needs at a speed they expect. As customers are demanding convenience, they are also much more aware of cybersecurity. High profile attacks on Equifax, Target, Home Depot and Capital One made security a common talking point instead of just a technical concern.


In addition to these needs, social platforms have totally changed the dynamic between organizations and their customers. Now customers and businesses are talking directly through Twitter or Instagram. And the ‘voice of the customer’ is amplified exponentially. Twenty years ago, customers would share their experiences — good and bad — with friends and fam ..

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