Deliver digital trust

Drive revenue growth while protecting your business and brand.

Deliver digital trust

Drive revenue growth while protecting your business and brand.

​The importance of building digital trust

Trust me.

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. 1

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.

Improve — and secure — the user experience

IBM's Dustin Hoff on improving user experience while maintaining security

The triple benefit of trust + transformation

Create better omnichannel customer experiences that are secure and seamless

Boots digital engagement to drive more revenue

Enpower your enterprise with more efficiency and data-driven intelligence

Create better customer experiences

It’s important to remember that digital relationships are still personal relationships. Trust is the foundation for every digital transaction, just as it is for personal transactions. Digital trust is the guarantor that digital entities are who or what they claim to be and that they will behave in an expected, consistent manner. Unlike personal relationships, however, digital relationships require that trust be established and reestablished for every interaction. And this raises an interesting challenge: How do businesses test the authenticity of users for each transaction without also testing their patience?

The key to delivering a secure, positive customer experience lies in how organizations establish that digital trust. For example, the authentication process should be seamless and frictionless — as much as is possible and practical. Replacing password authentication with a single sign-on that may already be activated or readily handy (e.g., a Google or Facebook password) is one common method of reducing friction during the authentication process. Paths to frictionless security may include multifactor and risk-based authentication featuring device-based identifiers (e.g., does this computer or phone belong to a known individual?), user behavioral models (e.g., does the user typically log in at a certain time, from a certain location, and perform a specific task?) or device threat risks (e.g., is this device infected with malware?).

Do your customers believe your organization’s current digital registration process is too complex?

% responds yes

% responds no

Yes

No

Want to win customer trust? Here are three things you should be doing right now:

Deliver great digital experiences

  • Provide seamless, secure access across channels and devices
  • Reduce friction with single sign-on and social login options
  • Visualize and optimize the user experience

Support those experiences with robust security

  • Provide flexible security options that reflect personal preferences
  • Assess low/high-risk scenarios and enact the appropriate security
  • Dynamically update risk scores based on user activity

Extend security across your entire brand

  • Increase loyalty with trusted experiences across all applications
  • Provide simple, secure access that behaves the same whether the app is online, in the cloud or on a mobile device
  • Treat security like the revenue-driver that it is

​Trusted brands see more business growth

It’s a truth that consumers are more likely to do business — and do more business — with brands they trust. Experience also shows that placing strong security safeguards behind a simple user interface encourages consumers to spend more time (and money) on your digital properties.

How does digital trust drive business growth? For one thing, consumers who trust a brand are more likely to share personal data with that brand — data that can then be used to effectively (and responsibly) market to those customers in the form of personalized offers. Consumers who have established trust with a brand on one digital channel are also more likely to engage with the same brand across multiple channels, creating additional revenue opportunities. It’s important to remember, however, that omnichannel experiences can have a positive or negative impact on trust, depending on how safe and known the user feels on that channel — one more reason why a consistent security experience across channels is so important.

What’s most important consideration driving improved security around your digital channel?

% responds increased number or sophistication of fraud attacks?

% responds customer demands for greater security?

% responds regulatory mandates?

% responds increased competition?

Increased number or sophistication of fraud attacks?

Customer demands for greater security?

Regulatory mandates?

Increased competition?

Digital trust can drive more business revenue when you:

Win consumer trust for greater wallet share

  • Engage buyers with seamless omnichannel interactions
  • Attract new customers through seamless, secure channel experiences
  • Increase upsell and cross-sell opportunities from more engaged customers

Use security to embrace rather than embargo unknown users

  • Continuously validate trust and dynamically update risk scores
  • Trigger additional authentication steps for risky users
  • Foster more secure transactions through stronger user relationships

Minimize lost revenue from fraud and lost consumer trust

  • Steer clear of negative publicity caused by data breaches and other security incidents
  • Prevent account takeovers and fraudulent account creations from stolen identities

​Separating the sheep from baa’d actors

The challenge of establishing digital trust lies in its digital nature. Separating the wolves from the sheep is daunting in a world where the wolves behave like sheep and the sheep often act like wolves. In this case, technologies such as risk modeling and user behavior analytics play an important role in helping organizations block out bad actors without also locking out good customers. The more a business knows about a consumer’s “normal” security profile — the when, what, where and how of their digital alter ego — the better they can authenticate that user with authority. Here again, however, these security technologies need to function as an invisible fence rather than a physical security checkpoint, or the customer experience will be compromised.

Digital trust is not only a revenue generator, but also a revenue protector. According to the Ponemon Institute’s 2018 Cost of a Data Breach Study, sponsored by IBM, the global average cost of a data breach was $3.86 million (in US dollars). 2 As alarming as that number is, it pales in comparison to the annual global cost of fraud, which analysts estimate at trillions of dollars per year. Those numbers are enough to strike security vigilance in the hearts of every organization. The challenge is to aggressively reduce fraud without adding friction.

​Run a smarter business

Establishing digital trust does more than help your business grow — it also helps you run your business better. Data collected during the digital trust process can be used to inform other business efforts, from individual buying insights to broader consumer trends. Approaching digital trust from a seamless, holistic approach presents an opportunity to consolidate your security infrastructure as well, which can lead to reduced costs and added agility as security solutions need to scale.

Most organizations have encountered the reality that, as security concerns have increased, the available pool of affordable security talent has diminished. Another benefit of building a technology-based digital trust platform is the ability to focus limited security resources on higher-tier security issues, such as cyber threat prevention and mitigation. An effective digital trust solution is one that filters out more bad actors, produces fewer false positives and provides meaningful threat intelligence that informs other security activities.

An added cost of creating digital trust is the need to maintain that trust in a world where our very definition of it is constantly evolving. New compliance measures such as PSD2 and GDPR, for example, have placed additional security requirements on businesses that can create an atmosphere of disruption as cross-functional teams struggle to understand and implement new security safeguards. Choosing an integrated digital trust solution that already meets those compliance requirements eliminates the need for internal fire drills. If that solution is also future-proof — meaning that it supports the security requirements of the future, such as facial recognition DNA sampling and blockchain technology — so much the better.

Businesses that operate more securely, operate more efficiently. Is your security solution:

Saving you money?

  • Optimize your IT spend with a holistic security solution
  • Scale efficiently during seasonal traffic spikes
  • Capture more consumer insights with security-related data

Saving you valuable IT resources?

  • Reduce IT requests with self-service passwords and fewer “false positives”
  • Deploy solutions faster and simplify maintenance
  • Free up DevOps teams to focus on app features rather than security features
  • Share risk-based threat intelligence across the enterprise

Boosting your compliance posture?

  • Protect sensitive user data for GDPR and PSD2 compliance
  • Analyze user behavior at the device and network levels
  • Scan and correlate user behavior across omnichannel apps to uncover threats
  • Bolster passwords with advanced multifactor authentication (biometrics, facial recognition, etc.)

​​How will you deliver digital trust?

Digital trust isn’t simply a security checkbox to tick. It’s a business imperative that has a profound impact on customer satisfaction, business revenue and operational efficiency. Get it right, and your business stands to thrive in the new digital economy. Get it wrong, and your business faces an uphill climb on its path to digital transformation.

With IBM’s digital trust solution, organizations can quickly deliver a world-class digital experience to consumers that combines frictionless, seamless security with new opportunities for revenue generation and cost reduction. Trust is the cornerstone of every business transaction, whether face-to-face or from a smartphone screen. Trust IBM to deliver a smoother, more secure digital experience for your customers, on any channel, any device, anywhere around the world.

Case study: Santander Bank

IBM Trusteer helps Santander Bank protect digital channels against account takeover and fraudulent transactions.

​​Digital trust starts with technology and people you can trust

IBM is one of the most trusted names in security. Our digital trust products and services provide the solution you need to improve customer experiences throughout the buying cycle. The strength of our digital trust solution flows from an integrated platform that delivers a seamless, frictionless experience powered by advanced threat intelligence, deep security expertise and cutting-edge technology including AI, blockchain, cognitive fraud detection and user behavioral analytics.

IBM Trusteer

IBM Cloud Identity

IBM Security Access Manager

IBM Identity and Access Management Services

Next steps

Deliver digital trust Solution Brief

Explore IBM Security products and services.

Start your transformation

Learn how to tackle ever-changing cybersecurity challenges and protect your business and customer data.

Download the ebook

Save and share this document with colleagues.

Table of contents

​The importance of building digital trust

​The importance of building digital trust

Trust me.

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. 1

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.

Improve — and secure — the user experience

IBM's Dustin Hoff on improving user experience while maintaining security

The triple benefit of trust + transformation

Create better omnichannel customer experiences that are secure and seamless

Boots digital engagement to drive more revenue

Enpower your enterprise with more efficiency and data-driven intelligence

​Create better customer experiences

Create better customer experiences

It’s important to remember that digital relationships are still personal relationships. Trust is the foundation for every digital transaction, just as it is for personal transactions. Digital trust is the guarantor that digital entities are who or what they claim to be and that they will behave in an expected, consistent manner. Unlike personal relationships, however, digital relationships require that trust be established and reestablished for every interaction. And this raises an interesting challenge: How do businesses test the authenticity of users for each transaction without also testing their patience?

The key to delivering a secure, positive customer experience lies in how organizations establish that digital trust. For example, the authentication process should be seamless and frictionless — as much as is possible and practical. Replacing password authentication with a single sign-on that may already be activated or readily handy (e.g., a Google or Facebook password) is one common method of reducing friction during the authentication process. Paths to frictionless security may include multifactor and risk-based authentication featuring device-based identifiers (e.g., does this computer or phone belong to a known individual?), user behavioral models (e.g., does the user typically log in at a certain time, from a certain location, and perform a specific task?) or device threat risks (e.g., is this device infected with malware?).

Do your customers believe your organization’s current digital registration process is too complex?

Yes

No

% responds yes

% responds no

Want to win customer trust? Here are three things you should be doing right now:

Deliver great digital experiences

  • Provide seamless, secure access across channels and devices
  • Reduce friction with single sign-on and social login options
  • Visualize and optimize the user experience

Support those experiences with robust security

  • Provide flexible security options that reflect personal preferences
  • Assess low/high-risk scenarios and enact the appropriate security
  • Dynamically update risk scores based on user activity

Extend security across your entire brand

  • Increase loyalty with trusted experiences across all applications
  • Provide simple, secure access that behaves the same whether the app is online, in the cloud or on a mobile device
  • Treat security like the revenue-driver that it is

​Trusted brands see more business growth

​Trusted brands see more business growth

It’s a truth that consumers are more likely to do business — and do more business — with brands they trust. Experience also shows that placing strong security safeguards behind a simple user interface encourages consumers to spend more time (and money) on your digital properties.

How does digital trust drive business growth? For one thing, consumers who trust a brand are more likely to share personal data with that brand — data that can then be used to effectively (and responsibly) market to those customers in the form of personalized offers. Consumers who have established trust with a brand on one digital channel are also more likely to engage with the same brand across multiple channels, creating additional revenue opportunities. It’s important to remember, however, that omnichannel experiences can have a positive or negative impact on trust, depending on how safe and known the user feels on that channel — one more reason why a consistent security experience across channels is so important.

What’s most important consideration driving improved security around your digital channel?

Increased number or sophistication of fraud attacks?

Customer demands for greater security?

Regulatory mandates?

Increased competition?

% responds increased number or sophistication of fraud attacks?

% responds customer demands for greater security?

% responds regulatory mandates?

% responds increased competition?

Digital trust can drive more business revenue when you:

Win consumer trust for greater wallet share

  • Engage buyers with seamless omnichannel interactions
  • Attract new customers through seamless, secure channel experiences
  • Increase upsell and cross-sell opportunities from more engaged customers

Use security to embrace rather than embargo unknown users

  • Continuously validate trust and dynamically update risk scores
  • Trigger additional authentication steps for risky users
  • Foster more secure transactions through stronger user relationships

Minimize lost revenue from fraud and lost consumer trust

  • Steer clear of negative publicity caused by data breaches and other security incidents
  • Prevent account takeovers and fraudulent account creations from stolen identities

​Separating the sheep from baa’d actors

​Separating the sheep from baa’d actors

The challenge of establishing digital trust lies in its digital nature. Separating the wolves from the sheep is daunting in a world where the wolves behave like sheep and the sheep often act like wolves. In this case, technologies such as risk modeling and user behavior analytics play an important role in helping organizations block out bad actors without also locking out good customers. The more a business knows about a consumer’s “normal” security profile — the when, what, where and how of their digital alter ego — the better they can authenticate that user with authority. Here again, however, these security technologies need to function as an invisible fence rather than a physical security checkpoint, or the customer experience will be compromised.

Digital trust is not only a revenue generator, but also a revenue protector. According to the Ponemon Institute’s 2018 Cost of a Data Breach Study, sponsored by IBM, the global average cost of a data breach was $3.86 million (in US dollars). 2 As alarming as that number is, it pales in comparison to the annual global cost of fraud, which analysts estimate at trillions of dollars per year. Those numbers are enough to strike security vigilance in the hearts of every organization. The challenge is to aggressively reduce fraud without adding friction.

​Run a smarter business

​Run a smarter business

Establishing digital trust does more than help your business grow — it also helps you run your business better. Data collected during the digital trust process can be used to inform other business efforts, from individual buying insights to broader consumer trends. Approaching digital trust from a seamless, holistic approach presents an opportunity to consolidate your security infrastructure as well, which can lead to reduced costs and added agility as security solutions need to scale.

Most organizations have encountered the reality that, as security concerns have increased, the available pool of affordable security talent has diminished. Another benefit of building a technology-based digital trust platform is the ability to focus limited security resources on higher-tier security issues, such as cyber threat prevention and mitigation. An effective digital trust solution is one that filters out more bad actors, produces fewer false positives and provides meaningful threat intelligence that informs other security activities.

An added cost of creating digital trust is the need to maintain that trust in a world where our very definition of it is constantly evolving. New compliance measures such as PSD2 and GDPR, for example, have placed additional security requirements on businesses that can create an atmosphere of disruption as cross-functional teams struggle to understand and implement new security safeguards. Choosing an integrated digital trust solution that already meets those compliance requirements eliminates the need for internal fire drills. If that solution is also future-proof — meaning that it supports the security requirements of the future, such as facial recognition DNA sampling and blockchain technology — so much the better.

Businesses that operate more securely, operate more efficiently. Is your security solution:

Saving you money?

  • Optimize your IT spend with a holistic security solution
  • Scale efficiently during seasonal traffic spikes
  • Capture more consumer insights with security-related data

Saving you valuable IT resources?

  • Reduce IT requests with self-service passwords and fewer “false positives”
  • Deploy solutions faster and simplify maintenance
  • Free up DevOps teams to focus on app features rather than security features
  • Share risk-based threat intelligence across the enterprise

Boosting your compliance posture?

  • Protect sensitive user data for GDPR and PSD2 compliance
  • Analyze user behavior at the device and network levels
  • Scan and correlate user behavior across omnichannel apps to uncover threats
  • Bolster passwords with advanced multifactor authentication (biometrics, facial recognition, etc.)

​​How will you deliver digital trust?

​​How will you deliver digital trust?

Digital trust isn’t simply a security checkbox to tick. It’s a business imperative that has a profound impact on customer satisfaction, business revenue and operational efficiency. Get it right, and your business stands to thrive in the new digital economy. Get it wrong, and your business faces an uphill climb on its path to digital transformation.

With IBM’s digital trust solution, organizations can quickly deliver a world-class digital experience to consumers that combines frictionless, seamless security with new opportunities for revenue generation and cost reduction. Trust is the cornerstone of every business transaction, whether face-to-face or from a smartphone screen. Trust IBM to deliver a smoother, more secure digital experience for your customers, on any channel, any device, anywhere around the world.

Case study: Santander Bank

IBM Trusteer helps Santander Bank protect digital channels against account takeover and fraudulent transactions.

​​Digital trust starts with technology and people you can trust

​​Digital trust starts with technology and people you can trust

IBM is one of the most trusted names in security. Our digital trust products and services provide the solution you need to improve customer experiences throughout the buying cycle. The strength of our digital trust solution flows from an integrated platform that delivers a seamless, frictionless experience powered by advanced threat intelligence, deep security expertise and cutting-edge technology including AI, blockchain, cognitive fraud detection and user behavioral analytics.

IBM Trusteer

IBM Cloud Identity

IBM Security Access Manager

IBM Identity and Access Management Services

Next steps

Next steps

Deliver digital trust Solution Brief

Explore IBM Security products and services.

Start your transformation

Learn how to tackle ever-changing cybersecurity challenges and protect your business and customer data.

Download the ebook

Save and share this document with colleagues.