BEworks Co-Founder and CEO Kelly Peters' talk on Trust in the Digital Age from January 2018.

1. Trust in the Digital Age
© 2017 BEworks Inc. BEworks, the BEworks Logo are trademarks owned by BEworks Inc. and are used under license.

2. 2
Trust

3. 3
We are Primed for Distrust

4. 4
The Consequences of Mistrust

5. 5
The Trust Game
Receive
$50
Keep $50
Give $25 -
> Keep
$25
Receive
$10
Keep $10
Give $10 -
> $50
Player 1 Player 2
Fehr & Gachter, 2000; Falk, Fehr, & Fischbacher, 2008

6. 6
What About Those Who Betray Trust?
Receive
Betrayal
Spend $2
to deduct
$4 from
Player 2
Keep all of
your money;
don’t
punish P2
Player 1
Fehr & Gachter, 2000; Falk, Fehr, & Fischbacher, 2008

7. 7
CASE STUDIES

8. 8
Trust in the Business World

9. 9
DEFINE TRUST

10. 10
MEASURE TRUST

11. 11
Trust & Sales

12. An Experiment to Compare Product Strategies
12
One
Recommended
Offer that is
Customized
One
Recommended
Offer (non-
customized)
Key Experimental Conditions
• Online RCT
• N = 2,058
• Measured:
• Trust in the company
• Trust in the industry
• Disdain
• Differentiation
• perceptions of insurance
updating, and
• intentions to purchase

13. 13
Intention to purchase the recommended product
Intention to become a customer (for those participants who were not already a customer)
Intention to purchase additional insurance offerings such as auto and life insurance
Disdain
Perception that
insurance never needs
to be updated
Trust in
Insurance
Industry
Not Differentiated
From Other
Insurance Providers
Factor 1 Factor 2 Factor 3 Factor 4 Factor 5
Trust in
Company’s
Expertise
Factors extracted from customer data
What Our Experiment Revealed

14. 14
Trust in the Energy Sector

15. 15
Bill Design – OLD and NEW

16. 16
Lessons
• Operational definitions
• Clear measures
• Consider trust in the context of other key variables
• Questioning assumptions surrounding trust is key
• Measurement and experimentation is essential

17. 17
Trust in the Digital Age:
New Relationships, More
Complexity, and Greater Challenges

18. 18
Trust and Augmented Employees
http://behavioralscientist.org/resistance-futile-embracing-era-augmented-
worker/

19. “…isn’t a race to the finish, but
rather it’s an uncertain journey with
neither roadmap nor prescribed end
point…
We must continue to experiment,
measure, and innovate.”
-Nathaniel Barr and Kelly Peters
19
Trust in Continual and Rapid Innovation
http://behavioralscientist.org/resistance-futile-embracing-era-
augmented-worker/

20. linkedin.com/company/BEworks
twitter.com/BEworksInc
facebook.com/BEworks
Kelly@BEworks.com
CEO, CoFounder
Wardah@BEworks.com
VP, Client Strategy
Thank you.