Winning the trust of the consumer is one of the biggest battles for retailers. If a user doesn’t like the look of your website, they won’t make a purchase. If you can’t convey the human side of your brand or communicate credibility to your target audience, you won’t even get them to your website in the first place.
A new report from the MRS Delphi Group has found that modern web users put data protection at the very top of their list of what makes them trust a brand. This was the case for six of seven sectors included in the survey, which were banking, telecoms, media, fashion retail, transport, retail and public services. The list of the next biggest ‘drivers for trust’ included brands “doing what they say” (second in the list) and good customer service (third).
Commenting on the findings, Phil Sutcliffe from Kantar TNS which provided some of the data along with Lightspeed Research, said:
“It’s clear that three things are crucial for brands. First, that providing guarantees on data security is paramount. Second, that transparency about how data is being used is important to reassure people that they are not being taken advantage of, or worse, put at risk.
“Third, that providing utility remains critical for brands to build enduring, trusted relationships. There is commercial advantage to be found if brands can use technology and the data it generates to improve the quality of goods and services.”
How to improve consumer trust
The MRS Delphi Group research offers businesses a 12-step plan to help improve consumer trust in connection to their brands. In the meantime, there are some easy wins that businesses can take action on now, including:
- Answer questions and be accessible. A good tip from Entrepreneur.com, this means making all information available to customers and being on-hand to answer their questions, or making sure you respond in a timely manner.
- Make your website trustworthy. Making the switch to HTTPS reassures web users that your site can be trusted with their data, which is essential for building trust and encouraging people to buy from you.
- Adjust your data protection policy and make it public. This is a good time to do it, as the new General Data Protection Regulations (GDPR) come into force in May 2018. Review your policies from top to bottom and make it clear to customers how you will use their data. Crucially, you also need to show them how you will protect their data.
- Be human in your social media and digital marketing. No one will trust or build a connection with a brand that is all ‘sell, sell, sell’ with its digital marketing content. This is why it’s important to take the time to inject your content with personality and engage in conversations with your customers.
For more advice on building trust with your digital marketing, website or any other part of your brand, have a chat with the team from Ambos Digital.
