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Winning trust
The crucial balance between
technology and human emotion
@zlurie
2
of consumers trust the new brand they are
purchasing from for the first time at least a little*
89%
It’s always been abo...
3
2nd PURCHASE
1st PURCHASE
9%
67%
There is a huge lift
in trust between the
1st and 2nd purchase
CONSUMERS WITH HIGH TRUS...
4
Companies that listen
build trust and grow quickly
5
Companies that listen
build trust and grow quickly
6
Companies that listen
build trust and grow quickly
60%
Most people believe
marketing is selling
what they don’t
want or need
8
Technology opens
up new marketing
opportunities
But very often
backfires
9
91% of consumers notice ads “follow”
them across social platforms
FEEL
WATCHED
FEEL
CREEPED
OUT
FEEL
DISGUSTED
52%
36%
1...
10
CREEPYCOOL
Consumer
verdict on AI
voice assistants
56%
43%
11
Businesses can scale
faster than ever
And fail faster
than ever
12
Entire industries are
facing a trust crisis
13
0%
APPLE
-6%
GOOGLE
-35%
U.S. GOV’T
-43%
NEWS SITES
YOU USE
58%
YOUR BANK
Who do you trust to keep your
personal inform...
14
SECURITY BREACHPOOR PRODUCT EXPERIENCE/
CUSTOMER SERVICE
LEADERSHIP SCANDALOFFENSIVE AD
What makes customers
lose trust...
15
What would
make you
lose trust in
a brand?
30%
44%
37%
71%
75%
LEADERSHIP
SCANDAL
OFFENSIVE
AD
SECURITY
BREACH
POOR
CUS...
16
POOR PRODUCT
EXPERIENCE
71%
73%
81%
CANADA
USA
UK
70%
65%
78%
POOR CUSTOMER
SERVICE
35%
30%
46%
28%
26%
36%
40%
44%
49%...
17
CANADA
USA
UK
LACK OF DIVERSITY IN ADVERTISING
MILLENNIALS 18-34
AGE 35+
15%
19%
10%
7%
9%
21%
What would make you lose...
18
82% trust your
customers more
than you
Most trust a critical
mass of 4-star
reviews more than
a few 5-star reviews
19
For big purchases
over a half of
consumers prefer
to do their own
research
20
Only 10% of consumers would
consider buying financial services or
medical care from a new brand.
More would buy low-sta...
21
Top Fortune 500 companies that
care most about customers
1 2 3 4 5
22
Top-rated customer
service responds
and solves
problems quickly
23
Brands that deliver
on their promise
24
Treat customer
relationships like
your personal
relationships
1
25
75%
of consumers expect a response
within hours or days
on social media
2
Listen (at scale) with
tech, but respond
(fas...
26
UK
USA
CANADA
26%
17%
16%
3
Be present
online
No website = no trust
CONSUMERS THAT DON’T TRUST BRANDS
WITHOUT A WEBSITE...
27
People who had a negative experience
may never purchase again, but most
want a refund first
5%
NEVER AGAIN
49%
REFUND F...
28
5
Trust big
insights
Not just big data
29
#PowerTheCurious
Zander Lurie
@zlurie
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Winning trust: The crucial balance between technology and human emotion

SurveyMonkey CEO Zander Lurie's Web Summit 2018 keynote presentation.

Right now, we are at a fascinating crossroads. There’s great technology at companies’ fingertips to market/sell/listen to their customers better, and at the same time entire industries like tech may be facing a trust crisis with lots of vocal customers expressing their negative opinions via multiple platforms that were made available to them. SurveyMonkey’s research shows that most customers stop doing business with a brand following a bad personal experience. Our surveys also show that 63 percent of consumers think marketers are selling them things they don’t need, and new platforms meant to connect, sometimes backfire (say, customers we’ve surveyed about social media and AI say they are creeped out by many of the new AI and social advertising technologies).

So, how did some of the major companies end up among the least-trusted while other brands are perceived as most caring by their customers? In the world where winning customer loyalty and trust is harder than ever, how can companies/brands find a delicate balance between technology and human emotion? Zander Lurie reveals SurveyMonkey’s new survey of over 3,000 consumers in the U.S., U.K, and Canada, as well as shares other SurveyMonkey data to show what it takes to earn—and keep—trust, and take your prospects, customers, and team, from happy to happier.

Learn more: https://www.surveymonkey.com/

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Winning trust: The crucial balance between technology and human emotion

  1. 1. Winning trust The crucial balance between technology and human emotion @zlurie
  2. 2. 2 of consumers trust the new brand they are purchasing from for the first time at least a little* 89% It’s always been about trust
  3. 3. 3 2nd PURCHASE 1st PURCHASE 9% 67% There is a huge lift in trust between the 1st and 2nd purchase CONSUMERS WITH HIGH TRUST FOR THE BRAND
  4. 4. 4 Companies that listen build trust and grow quickly
  5. 5. 5 Companies that listen build trust and grow quickly
  6. 6. 6 Companies that listen build trust and grow quickly
  7. 7. 60% Most people believe marketing is selling what they don’t want or need
  8. 8. 8 Technology opens up new marketing opportunities But very often backfires
  9. 9. 9 91% of consumers notice ads “follow” them across social platforms FEEL WATCHED FEEL CREEPED OUT FEEL DISGUSTED 52% 36% 17% RESPONSE TO TARGETED SOCIAL ADS
  10. 10. 10 CREEPYCOOL Consumer verdict on AI voice assistants 56% 43%
  11. 11. 11 Businesses can scale faster than ever And fail faster than ever
  12. 12. 12 Entire industries are facing a trust crisis
  13. 13. 13 0% APPLE -6% GOOGLE -35% U.S. GOV’T -43% NEWS SITES YOU USE 58% YOUR BANK Who do you trust to keep your personal information safe? NET Trust – Don’t Trust
  14. 14. 14 SECURITY BREACHPOOR PRODUCT EXPERIENCE/ CUSTOMER SERVICE LEADERSHIP SCANDALOFFENSIVE AD What makes customers lose trust in your brand? 3,000+ consumers surveyed in USA, U.K. and Canada
  15. 15. 15 What would make you lose trust in a brand? 30% 44% 37% 71% 75% LEADERSHIP SCANDAL OFFENSIVE AD SECURITY BREACH POOR CUSTOMER SERVICE POOR PRODUCT EXPERIENCE
  16. 16. 16 POOR PRODUCT EXPERIENCE 71% 73% 81% CANADA USA UK 70% 65% 78% POOR CUSTOMER SERVICE 35% 30% 46% 28% 26% 36% 40% 44% 49% OFFENSIVE ADS LEADERSHIP SCANDAL SECURITY BREACH What would make you lose trust in a brand?
  17. 17. 17 CANADA USA UK LACK OF DIVERSITY IN ADVERTISING MILLENNIALS 18-34 AGE 35+ 15% 19% 10% 7% 9% 21% What would make you lose trust in a brand?
  18. 18. 18 82% trust your customers more than you Most trust a critical mass of 4-star reviews more than a few 5-star reviews
  19. 19. 19 For big purchases over a half of consumers prefer to do their own research
  20. 20. 20 Only 10% of consumers would consider buying financial services or medical care from a new brand. More would buy low-stake items. *SurveyMonkey Global Consumer Trust Study, October 2018
  21. 21. 21 Top Fortune 500 companies that care most about customers 1 2 3 4 5
  22. 22. 22 Top-rated customer service responds and solves problems quickly
  23. 23. 23 Brands that deliver on their promise
  24. 24. 24 Treat customer relationships like your personal relationships 1
  25. 25. 25 75% of consumers expect a response within hours or days on social media 2 Listen (at scale) with tech, but respond (fast) with humans.
  26. 26. 26 UK USA CANADA 26% 17% 16% 3 Be present online No website = no trust CONSUMERS THAT DON’T TRUST BRANDS WITHOUT A WEBSITE “AT ALL”
  27. 27. 27 People who had a negative experience may never purchase again, but most want a refund first 5% NEVER AGAIN 49% REFUND FIRST 4 If something went wrong, make it right
  28. 28. 28 5 Trust big insights Not just big data
  29. 29. 29 #PowerTheCurious Zander Lurie @zlurie

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