engage 2017 - vertrouwt de consument jou als merk online? - judith ten bokkel - kantar tns
TRANSCRIPT
![Page 1: Engage 2017 - Vertrouwt de consument jou als merk online? - Judith ten Bokkel - Kantar TNS](https://reader036.vdocuments.us/reader036/viewer/2022062401/5a647cac7f8b9a36568b4b47/html5/thumbnails/1.jpg)
Hidden dangers
Trust in a connected world
Connected Life
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56 markets
72,000 consumers
104 qualitative interviews
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of the Netherlands thinks that
most of the information on
social media is unreliable
50%
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of the Netherlands is
concerned that social
networks can control
the information they see
51%
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of people in the Netherlands
believe that the things
brands post on social media
are not relevant to them
54%
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Trust + Recommendation
= Success
Companies face a crisis: how can they build and maintain
trust and authenticity in this rapidly-changing world?
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Trust in technology Trust with my data Trust with my money
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Trust in technology
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How much trust do YOU have in machines?
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Unsure? Consumers are too. Netherlands:
“I have no problem talking to an
automated bot on social media,
if it means my question
is answered faster”
“I have no problem using companies
that only offer online customer service”
31% agree
39% completely object
26% agree
45% say they need
offline options as well
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It’s not versus; it’s when Humans and when Machines
I didn’t know what I had done wrong.
because it might be my fault.
I need some empathy for my
specific situation. Looking for
a special offer.
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We are increasingly placing our trust in technology to help
simplify our lives
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But are these ‘solutions’ just adding to the problem?
33% of 16-24 year olds in the
Netherlands think they use
their mobile phones too much
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And is your brand complicit?
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Understand the needs
Be transparent
1
2
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Trust with my data
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For many, brands have gone too far
52% of consumers in the
NL are concerned
about the amount
of personal data that
companies know
about them.
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But controlling what we share is almost impossible
“The user may be required, at Purple’s
discretion, to carry out 1,000 hours of
community service.
This may include the following: Cleansing
local parks of animal waste. Providing hugs
to stray cats and dogs. Manually relieving
sewer blockages. Cleaning portable
lavatories at local festivals and events.
Painting snail shells to brighten up their
existence. Scraping chewing gum off the
streets.”
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Only collect
what you need
Just because you can, it doesn’t mean you should
Be transparent,
and ask permissionAlways remember
the value exchange
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Trust with my money
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Suspicious: no physical address,
not easy to get in touchTrusted: physical address, terms and
conditions can be easily found, familiar
external proof of reliability
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Often, the experience doesn’t live up to the expectation
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Consumers just aren’t “buying it”
of consumers in the Netherlands
think Instagram is a good place
for buying or selling goods and
services
3%
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Understanding:
Needs + Concerns
= Success
Without trust, frictionless is of little worth
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Understanding context
=
Building trust
If brands want to have
‘conversations’, have ‘FB
accounts’, and in general, be
more human-like, then they
need to be more human in
other ways too
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Building trust in a brand requires evoking the same
emotions as in human relationships. The 3 I’s of trust.
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Digital consultant at Kantar TNS
+31 620 426 027
Digital consultant at Kantar TNS
+31 613 053 450