swift trust enchants customers & businesses
TRANSCRIPT
Dr Alka Khungar
Doctorate of Organizational
Management and
Leadership
561 866 7340
WORDPRESS: The Doc@Work -
http://alkakhungar.wordpre
ss.com/
March 14, 2015
Swift Trust
Enchants
Customers &
Businesses
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IntroductionKnowledge is Power
Alka Seltzer, aka Alka
Marketing Professional
Customer Experience Practitioner
Work Ex: TYCO, SimplexGrinnell, ADT Security Services
Bachelors in Chemistry
Masters in Business Administration
Doctorate in Organizational Leadership and Management
Six Sigma Green Belt
PMP (Training)
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What to Expect
Get introduced to a new concept - Swift
Trust
Understand what customers ask for, but what
they really want
Engage in hands on activity
High CDI
Let’s Have fun!!!!
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Understanding Swift Trust?
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Sources: http://changingminds.org/explanations/trust/swift_trust.htmMeyerson, D., Weick, K. E., & Kramer, R, M. (1996). Swift trust and temporary groups in trust in organizations: Frontiers of theory and research. Thousand Oaks, CA: Sage Publications.
Swift Trust is a form of impersonal trust developed in
temporary teams with a clear purpose.
Swift trust develops rapidly when the action is more
forceful.
GenX relies on establishing fast connections with
people, products and services based on a quick
interaction. This connection is called Swift Trust.
We should care about Swift Trust
Products, Services, Solutions
Retail: Brick and Mortar Online
DIY: IKEA, Home Depot, Lowes
Online - TRUST THY SHOPPER AND BUYERo AMAZON
o Ebay
o Craigslist
o Retail stores
Services: Hospitality, Banks, Cable, Telecom, etc
Apps: FB, Groupon, Email, Living Social, news
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What Makes these work?
Meeting expectations
Customer’s needs
Customer’s wants
Customer delights
IN GOD, CUSTOMERS WE TRUST
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Swift Trust & Customers
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The Influence of Swift Trust
Swift trust is built on ONE reliable and effortless interaction. That one interaction can make or break the user’s experience and result in them using or not using your offering going forward.
Swift trust drives customers to be wowed,
indifferent or hate their experience.
A wow experience drives referrals, word of
mouth and positive feedback
A not so good experience also drives negative word of mouth.
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Let’s have some fun
Pick your phones and let’s hear what
apps you have
Which ones do you like using?
Which ones do you not like using?
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APPWorld
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Let’s List our Favorite APPS
Groupon
Times of India, India’s leading newspaper
Ruzzle
Waze
PACMAN
Craigslist
Urban Spoon
Google Maps
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The Loss of Trust…loss of my
loyalty…loss of business
MYScript Calculator
Easy to install
Easy to use for basic functions
Hard to use for a few complex functions
Not DumbProof
Book Bub
Long to install
High effort to search for books
Consistent notifications
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Key Learnings
Appearance – First impressions happen once
Transactional Assurance – Keep your product
and your customer’s trust intact
Build Credibility – but make sure you
consistently sustain / enhance credibility
Consensus of Peers – social proof is the highest
influencer
Takeaways
It’s easy to build Swift trust
It’s also easy to lose Swift Trust
It’s hard to recover broken trust
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Thank You!!!
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