HuTrust - The six drivers of reputation and trust

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HuTrust - The six drivers of reputation and trust

  1. 1. An introduction to the six drivers of trust and reputation. ! Die 6 Vertrauens- und Reputationstreiber.! Examining how trust and reputation are interrelated, how trust impacts stakeholder relations, and how trust can be analyzed and built.! ! The 6 drivers of reputation and trust. This  publica,on  and  results  are  copyright  mext  2013.  HuTrust  and  the  6  drivers  of  trust  are  copyright  and  trademark  of  ifm/mext.  Copying  and  publishing  by  any  means  is  not  permiCed  without  express  permission  of  the  copyright  holder  except  as  permiCed  through  the  Australian  copyright  act  and  for  informa,on  purposes.       All  images  copyright  Istock  and  used  under  license  by  ifm  &  mext  
  2. 2. 70-80% Trust drives over 75% of your reputation. This corresponds with international reputation studies that show that trust accounts for 70-80% of reputation.! part of the Asia Pacific mext/duxton group
  3. 3. The more people trust, the higher they score the organisation’s reputation.! 0%   20%   40%   60%   80%   100%   0   1   2   3   4   5   6   7   8   9   10   %  of  people   Trust  score   Has  a  good   reputa,on   Relates  well  to   people  like  us   Is  valuable  to  our   community   part of the Asia Pacific mext/duxton group
  4. 4. •  Driving trust automatically drives the vast majority of your reputation.! •  If we clearly understand trust, we understand better how to build and manage 3/4 of our reputation.! Trust is very important. part of the Asia Pacific mext/duxton group
  5. 5. Let’s look at trust in detail. part of the Asia Pacific mext/duxton group
  6. 6. To understand what trust is made of, we use HuTrust®. HuTrust® dimensionalises trust into its 6 facets. ! ! §  Psychologically correct! §  Statistically proven! §  Practically proven with many leading organisations from Australia to Qatar.! HuTrust (for human trust) displays the 6 facets that make up trust.! This enables to understand what people (don’t) trust for and therefore turn ‘trust’ into an actionable concept.! part of the Asia Pacific mext/duxton group
  7. 7. Through research and application we confirmed that the six facets of HuTrust® are the six key drivers of reputation and trust in businesses and brands.! part of the Asia Pacific mext/duxton group
  8. 8. Trust Facet 1: Stability! You must have clear roots! part of the Asia Pacific mext/duxton group
  9. 9. Trust Facet 2: Development ! You must show you will develop & and take leadership! part of the Asia Pacific mext/duxton group
  10. 10. Trust Facet 3: Relationship ! You need to offer an attractive kind of relationship. ! part of the Asia Pacific mext/duxton group
  11. 11. Trust Facet 4 : Benefit ! You need to deliver a compelling benefit.! part of the Asia Pacific mext/duxton group
  12. 12. Trust Facet 5 : Vision! What aspiration or image do you pursue? How is that attractive?! part of the Asia Pacific mext/duxton group
  13. 13. Trust Facet 6: Competence! You must show what competences you have and portray competitiveness ! part of the Asia Pacific mext/duxton group
  14. 14. The 6 drivers of HuTrust® drive and explain 77% of reputation! 0% 20% 40% 60% 80% Company  1 Company  2 Company  3 77% 75% 68% N=  >  2,500   part of the Asia Pacific mext/duxton group
  15. 15. Trust  drivers   Reputa3on  drivers   14%   15%   24%   12%   16%   19%   15%   12%   19%   12%   23%   19%   0%   5%   10%   15%   20%   25%   30%   Stability Development Reltionship Benefit Vision Competence In this specific case, to build reputation most effectively, the organization needs to focus on building relationship and vision trust.! HuTrust® tells you precisely what your trust opportunities are and how to seize them. part of the Asia Pacific mext/duxton group
  16. 16. Reputation Stability trust Development trust Relationship trust Benefit trust Vision trust Competence trust Other factors 77%   23%   HuTrust® empowers you to take control of your key reputation driver - trust. Attributes Signals Messages Behaviours Programs part of the Asia Pacific mext/duxton group
  17. 17. Global    contact:   mext  Consul3ng  Australia     Stefan  Grafe,  Managing  Partner  &  HuTrust®  Developer   Stefan.grafe@mextconsul,ng.com     165  Cremorne  Street     Richmond  VIC  3122   +61  3  94285417   Duxton  Consul3ng  Singapore   Email:  laurenz.koehler@duxton   consul,ng.com   Address:    26  Duxton  Rd.   Singapore  089490   Phone:  +65  6323  3340   Chris3na  Eisenschmid   Email:   chris,na.eisenschmid@psyma.com   Address:  Nymphenburger  Str.  14   80335  Munich   Phone+49  (0)  89  20209610   Concerto  Marke3ng   Suite  250  –  128  Has,ngs  St.  West   Vancouver,  BC  V6B  1G8   t:  604-­‐684-­‐8933   f:  604-­‐684-­‐8934   Who  Group  Australia   M.Dudley     Email:  md@whogroup.com   Level  2,  1  Southbank  Blvd   Southbank  VIC  3006   03  8636  4000   Tred  Interna3onal   Adam  Thorp,  Director   Mobile:  0417  584  599     Phone:  02  9300  6439   www.tredinterna,onal.com   Email:  info@tredinterna,onal.com   For further information and HuTrust® usage, please contact:

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