Trust and Technology
Am I alone in thinking that the future is increasingly stretching comprehension?
Despite being of the generation that was expertly prepared for a life of technological change by the Jetsons and Thunderbirds, I am amazed by how innovations touch new aspects of our lives daily. However, alongside a growing sense of wonder, I have become increasingly unsettled. Many of the benefits of this brave technological era seem tinged by the potential threats, to our freedom, security and our safety.
As a business managing the reputation and messaging of technology companies, Kredo is required to allay the fears of customers and stakeholders in this digital age. The imminent impact of developments in AI, IoT, quantum computing, blockchain, and other digital advances is prompting us all to ponder where this change will lead us. It demands a frequent evaluation as to whether we can trust the technology that we are obliged to use in nearly every aspect of our lives.
Q. Would you travel with your family in a Connected and Autonomous Vehicle (CAV)?
Q. Will you view a health diagnosis based upon an algorithm as safe?
Q. Are you ready to invest your pension in blockchain investments?
Of course, it is not the technology alone that people must see as reliable, it is the integrity of the business behind the product or service that is key as well. Many business gurus claim that trust is the most important asset in the portfolio of a tech business. Vitally, this means the sentiments of truth, honesty and transparency must be embedded within the culture of the organisation.
“Earn trust, earn trust, earn trust. Then you can worry about the rest.”
– Seth Godin
So before you set foot on a passenger aircraft powered by electric motors and batteries, you will have to carry an opinion based upon peer group experience, the validity of the safety testing, the reputation of the brand behind the carrier and the aircraft manufacturer (Boeing has their work cut out here).
It may surprise some to hear a PR say this – honesty is key. It is acceptable to ‘spin’ for a balanced view when misconception about your product or service prevail. However, a company must police to enforce organisation-wide compliance with the authentic. Structurally, there must be room to make mistakes without recrimination, an atmosphere of openness to ensure transparency, and a devotion to responding to feedback good or bad.
Only when your product or service has earned the trust of customers, will they put their lives, livelihoods, professional reputation, life savings, health, and the safety of their family in the hands of your brand. This valuable asset of course is fragile and easy to damage. So, as tech companies view the prospect of introducing increasing levels of AI, IoT, and Big Data within their product range, the need to engender trust in an authentic relationship with customers will grow in importance.
7 Tips for transparency and building trust in your business:
Don’t make selling the only goal.
Be agile and reactive to customer feedback. Ensure customers have access to each other through a community based social media platform.
Submit to external testing and validation in every market you enter across the globe.
Seek third-party endorsements.
Explain your process and the R&D and Q&A steps involved.
Insist on a culture of openness without recrimination. Make integrity and authenticity your company’s core values.
Always be ready to say you got it wrong but exercise your right to argue for a fair balanced verdict.
If you are interested in learning how Kredo can develop trust in your own brand, contact us using the button below to find out more.
