Customer trust in the digital age

Across industries, technology is becoming integral to meeting customer needs and expectations. Many customer interactions with brands are now digital, from trying on jeans in a virtual fitting room to keeping a home comfortable with a smart thermostat. Even customer experiences that don’t take place on a website or an app are likely to be significantly influenced by enabling technologies, from a product order arriving just as inventory runs out to an automatic hotel upgrade for a big spender.

While enjoying these conveniences, many customers are understandably concerned about the risks of doing business in a digital world. Big data helps brands serve customers more personally, but people want control over how their information is used. IoT makes analogue products smart and connected, but also creates very personal data models, additional layers of product complexity, and new cyber threats. AI can create personalized experiences and streamline daily tasks, but it can just as easily be perceived as “creepy” or just add frustration to simple tasks.

Establishing technical trust is foundational to a successful relationship with tomorrow’s customer, who wants all the benefits a digital experience can bring, but without all the risks.

Download the PDF to explore technical trust by the numbers and how technology leaders can be catalysts for customer trust:

• putting the customer first 
• safeguarding the customer 
• managing technology risk 
• identifying key actions.