科技如何影响消费者信任（英文版）.pdf
<p>MRS Reports/2018MRS Delphi Group Includes new research from Kantar TNS Great expectations How technology impacts consumer trust Great expectations MRS Delphi GroupContentsExecutive summary 1Foreword Jane Frost, MRS 2Research findings Phil Sutcliffe, Kantar TNS UK 4Studies in trust 712 steps to greater trust 15About MRS Delphi GroupThe MRS Delphi Group is led by a collection of the most respected thinkers in the marketing and research sectors. The Group delivers valuable insight across a range of important business, social and political issues. The Steering Board includes: Dr. Nick Baker, Chair of MRS Delphi Group; Phil Sutcliffe, Kantar TNS UK; Colin Strong, Ipsos; Zoe Ruffels, Samsung; Nick Bonney; Tim Britton, Springer Nature; Cat Wiles, VCCP; Jake Steadman, Twitter; Chet Henderson, Unilever; Jane Frost, CEO of MRS.Thanks to Kantar TNS and Lightspeed for undertaking the research and to Ed Newton, Prospect Consulting, for his help in devising the research methodology.This report has three parts. The first explores the findings from new research. The second examines how technology can drive or destroy trust in more detail, including case studies from several organisations for whom trust is particularly important. Finally we offer a 12 step trust programme for organisations to follow.Great expectations MRS Delphi GroupExecutive summary1WPPs BrandZ tracking shows that, over 10 years, brands with above-average trust have grown by 170%, while those with below average trust have growth of -13%. So trust, unsurprisingly, is one of the factors that we use to make purchasing decisions. Therefore it is a worry for brands that trust in all our major institutions is in decline. This decline in trust has an aggregate effect, but also a negative impact on innovation. It is imperative that brands seek to reverse this decline, both collectively (through regulation and norms of good behaviour) and individually (by improving their performance in areas that respondents tell us affect their level of trust).This research shows us that: Security of personal data is the largest single driver of trust. Respondents placed this at number one in six of seven sectors. This shows that the impact of news stories into data breaches, or their personal experience of it, affects who they choose to do business with. Dependability isnt the biggest driver of trust. The only category in which this ranked first was (understandably) transport. Emotional affinity with a brand in general isnt a dominant driver of trust. Standards of customer service ranks third, but other concerns about the use of personal data make up the top five. This shows the importance of processes that will be covered by GDPR in 2018, and the critical role of regulation as an across-the-board engine of trust. Capturing and using personal data is a norm for millennials. Only one in three respondents were happy for brands to use personal information to improve services. But a majority of those 34 and under were happy (54%), while only one in five (22%) of those aged 55 or over felt the same way. But young people punish sloppy data-handling the most. The younger group were nevertheless more negative about brands who put them at risk through poor security, or misused the data. An online retailer is the most trusted brand. The brand that consistently performed well for all drivers of trust is also one of the most intensive and innovative users of personal data. While Amazon is an unashamed advocate of technology in creating and delivering service, it has shown that careful use of the opportunities (for example, giving equal priority to bad and good reviews) has increased trust in the brand that is transferable to new business ventures.See page 4 for full research findings and research methodology.Great expectations MRS Delphi Group2ForewordJane Frost, CEO, Market Research SocietyWe are all used to hearing about data leaks and the subsequent cover-ups. Many of us experience frustratingly obtuse customer service, and personalisation can be misguided or downright creepy. The story of tech is often negative, and thats a real opportunity for some organisations. The ones that get it right will build a brand that doesnt disappoint and exasperate; a brand that really puts customers first, which they can trust. This report sets out to explore some of the positive aspects of how technology can have an impact on consumer trust.Three years ago, the MRS Delphi Group published a privacy report Private Lives and since then weve seen many epic fails from brands that didnt read the writing on the wall. Of course, any definition of trust is fluid and there are many aspects to trust that are not touched on here. But for the purpose of this report, we have focused on trust as experienced through technology, and our survey included 18 consumer trust expectations spanning the themes of transparency, control, relevance, security and fulfillment.As we will see, some trends may be taking longer to play out than originally expected and many of us are still in quite a traditional frame of mind when it comes to our personal data. For example, marketers and planners may delight in the potential that data provides to microtarget customers, but are customers as delighted? Our research reveals that many consumers first want to be convinced that a brand can meet basic needs in terms of safety and security, before they embrace a deeper relationship founded on more sophisticated proposals like data value exchange. Working within the framework of Maslows hierarchy of needs, all organisations need to identify thedeficiency needsof their customers. These are the minimum customer trust expectations, the table stakes, that every organisation is now expected to deliver. This foundational level of trust is required before an individual will progress to allowing a brand to fulfil their growth needs. A clear warning from this report is for those brands who think they can leapfrog the first step and provide their customers with sophisticated services and technology before establishing their credentials in meeting these foundational needs. Amazon gets top marks, in part because the public does not associate it with data breaches and so meets the foundational trust expectations. Also, we dont feel the rub when personalisation kicks in. The data value exchange is frictionless, not an irritant, and the pay off is a good efficient dependable service. Technology is certainly in this instance a large contributor to brand loyalty. 3Great expectations MRS Delphi GroupForewordHow much of this is merely a function of transparency, and how much is the wider emotion of trust? Back to definitions. When customers trust they remain loyal to a brand in the face of uncertainty and risk. When push comes to shove will Amazon go beyond the Ts&Cs to help you? Could you the customer take a risk, leap into the known, and rely on your favourite brand to catch you? In some ways we already take huge risks, and we do so increasingly. Each new service stretches our definition of trust a little bit further. Today its common to get into a strangers car. Tomorrow that car may be driverless. The MRS Delhi Groups hypothesis is that these consumer trust expectations are evolving, in some instances faster than organisations can keep up with, and in some surprising directions. Our research suggests that millenials have a heightened understanding of what can go wrong and brands should not underestimate their capacity to punish those that fail to protect their data.With GDPR providing a corrective to some of these trust issues, it is important that we understand where our customers sit within the framework of these trust expectations and how their expectations change depending on, for example, sector (see page 6).This report raises critical questions for brands not least whether you are measuring against these expectations as part of your reputation index? Another clear message in this report is that meeting trust expectations needs to be a cross departmental effort, driven from the top down. Investment in tech is strategic and long term. If you measure against these trust expectations your business case for investment in technology to improve customer services and experience will be much stronger. We live in an era of marginal competitive advantage. Getting data security right is now the cost of doing business. In this environment shiny and new doesnt count for anything if you havent established whether you are keeping up with these evolving trust expectations. Technology is critical to transparency, and transparency is critical to trust. The difficulty we have in establishing where one starts and the other ends reflects the shifting sands of customer needs, and the need to measure, monitor and analyse them constantly to ensure future growth. This report raises critical questions for brands not least whether you are measuring against these expectations as part of your reputation index?Great expectations MRS Delphi GroupPhil Sutcliffe, Director, Offer and Innovation, Kantar TNS UKTrust is vital for brands. WPPs BrandZ study shows that brands with above average levels of trust have grown their brand value by an average of 170% since 2006, whilst those brands with below average trust have declined by 13% brand value. Yet business operates in an environment where there are declining levels of consumer trust. The Edelman Trust Barometer found significantly declining levels of trust for each of media (36% to 24%), the Government (37% to 26%) and business (49% to 33%) since 2013. We live in a technology driven world where connected devices provide a flow of data from consumers to business. In recent years there have been a number of well publicised breaches of these data from companies including Uber, Yahoo and Talk Talk. Consequently consumer concern about the security of their data and how it is being used by organisations has been posited as one of the key factors driving the decline in trust. More broadly, the story of tech in the media is often discussed in the context of biased algorithms, devaluation of the workforce and the dehumanisation of society. The MRS Delphi Group wanted to investigate this issue of trust with a particular focus on technology and data. We wanted to understand how important technology and the data it produces are to perceptions of consumer trust in business and what other factors are important. And we want to inspire organisations to turn the prevailing negative narrative on its head by looking at how technology can build trust by meeting new consumer expectations of transparency, control, relevance, security and fulfilment.Kantar TNS and Lightspeed Research conducted research on behalf of the MRS Delphi Group with 1001 people in the UK to understand the drivers of trust across telecoms, banks, retailers, fashion retail, media, transport and public services and to look at public perceptions of the trustworthiness of different brands and organisations. We found great consistency in the drivers of trust across all sectors. Data security through consumers wanting to be reassured that their information is completely secure was the most important driver in six of the seven sectors. Additionally, ensuring that my participation will never put me at personal risk was one of the top five drivers. So it is clear that customer fear of data leakage is incredibly important and organisations need to consider how technology such as blockchain can increase security and build greater trust with customers. Research findings4Great expectations MRS Delphi Group5Research findingsFor the fulfilment of customer service, businesses should be thinking about how technology in the form of virtual agents (chatbots) working alongside human representatives can deliver improved customer service and how digitisation can be used to deliver a seamless omnichannel experience. In certain sectors, notably transport, technology can be used to keep customers better informed of service delays and changes, to manage improved traffic flow and increase customer safety.The final key driver of trust again relates to data and specifically, they do not take advantage of the information available about me. Whilst this need for a fair value exchange in the use of data is clearly important, organisations have work to do to establish the best ways to provide this value. Its interesting that using my personal information to provide a tailored service unique to me was the lowest driver of trust. Transparency around how organisations use customer data and the value exchange they provide will become increasingly important and not just due to the impact of GDPR. The key differences in trust drivers between millennials and older people relate to use of data. Millennials have both a greater acceptance that organisations will use their data (being less concerned about permission being asked to use their data or being able to tell organisations to erase their data) but also a keener understanding of the risks than older people. Concern about being taken advantage of via their data and misuse of data putting them at personal risk is higher among millennials.With regard to data security, there is some good news for the oft-maligned financial services sector. Banks, and especially the big, longer established banks are best regarded among the 42 businesses and organisations we asked about, with Lloyds coming out on top. At the other end of the spectrum there is more work to do on providing reassurance about data security among media companies, with both traditional media brands like The Sun and Sky News as well as newer media businesses like Facebook and You Tube having much weaker perceptions for data security.Attributes related to the fulfilment of customer service were the second and third biggest drivers of trust through providing a dependable service (highest driver in transport) and always offer high standards of customer service. Customers wanting to feel a sense of control through there always being someone available if I have a query or complaint was also a key driver, especially for banks, retailers, public services and transport. In these areas Lloyds, Nationwide, BT, Tesco, John Lewis, Amazon and the NHS are among the top performers.With regard to data security there is some good news for the oft-maligned financial services sector. Banks, and especially the big, longer established banks are best regarded.Millennials have both a greater acceptance that organisations will use their data but also a keener understanding of the risks than older people.Great expectations MRS Delphi GroupResearch findingsSavvy brands and organisations should be thinking about how they can use technology to provide reassurance and va</p>
