For better or worse, those very words arouse suspicion. As human beings, we’re conditioned
to test trustworthiness through a variety of environmental factors, from facial appearance to
vocal inflection. But what happens when our human interaction is replaced with a digital
transaction? As digital experiences become the norm, from online purchases to social media
exchanges, the importance of establishing digital trust has become a critical topic for
organizations and individuals alike.
This year, businesses will spend billions of dollars on digital transformation with the goal
of creating simpler, faster and more personalized customer experiences. Without trust, however,
transformation means little. Trust is what fuels digital relationships, boosts brand loyalty
and ultimately drives revenue. If you don’t believe that trust is the foundation for digital
commerce, look what happens when that foundation is removed. In cases where a known data
breach has occurred, 48 percent of consumers say they would stop using that
brand’s online service or site.
Creating trust in a digital world is easier said than done. That’s because organizations
need to deliver trust reliably and seamlessly across a multitude of digital
omnichannel touchpoints, from e-commerce sites to mobile apps to retail stores.
It’s a balancing act between security and simplicity, with both objectives of equal importance to the consumer.
Fail to do one or the other, and your customers will eventually flee for a better experience elsewhere.
Succeed at building trust into your digital transformation, and the rewards are considerable: higher
customer satisfaction, rising revenue across channels and increased operational efficiency.