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How To Build Trust In A Digital World


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Trust is the foundation of a good customer experience and loyal relationship—the holy grail for marketers. Technology creates many possible avenues for building trust and developing that relationship. That happens through the effective collection and use of data. And while we are building huge treasure troves of data, we are still challenged as marketers by how to best employ that data to build trust.

Our speakers, Paolo Parigi and Jessica Santana, have been researching using a new method of discovering how trust develops online. Specifically, how interactions and user experience creates, increases, or decreases trust and how to discover which is happening and what might be causing it. The methodology is called an online field experiment, and the implications are are promising for the future of marketing.

We may be able to use insights from this type of work to:

• More effectively personalize marketing to develop trust at an individual customer level at scale
• Create user experiences that increase trust at a measurable pace
• Overcome periods of distrust because of product or PR challenges with trust-building campaigns

We’re excited about bringing the cutting-edge academic research to this audience here in San Francisco and Silicon Valley—the center of the high tech world where we are only limited by our imaginations on how to use this.

Published in: Data & Analytics
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How To Build Trust In A Digital World

  1. 1. TrustA NEW APPROACH TO MEASURE IT IN THE SHARING ECONOMY Paolo Parigi Lead Trust Scientist, Uber Adjunct Professor Civil and Environmental Engineering, Stanford University Jessica Santana PhD Candidate, Stanford University
  2. 2. Another study shows that nearly 2/3 of American shoppers do not trust retailers with their payment and personal information 67% 33% 0% 18% 35% 53% 70% 88% Retailers Distrust Trust Level of trust Americans have in Banks, Tech Firms, and Retailers
  3. 3. One "slice" represents one month. There are two slices per second This movie depicts the real-time evolution of the local friendship network of CouchSurfers in San Francisco, from January 2003. Sharing economy platforms like Uber or Airbnb are social spaces where users interact and build relationships. Red ties are between people that met in a CouchSurfing event. Blue ties are pre- existing ties.
  4. 4. In the sharing economy, consumers can play two roles interchangeably: Users and Service Providers How do you measure trust between them? What is the impact of ratings on trust?
  5. 5. A New Methodology for Measuring Sentiments for a New Era “Engineering Trust” Abrahao, Parigi, Gupta, and Cook. 2017. PNAS “Online Field Experiments” Parigi, Santana, and Cook. 2017. SPQ
  6. 6. Online Experiment Mechanisms Causation Precision Field Experiment Behavior Context Complexity Online Field Experiment
  8. 8. PRE-TEST TREATMENT POST-TEST Platform Data Males, Less active hosts
  9. 9. Some Findings Satisfaction RiskAversion Frequency RiskAversion “Risk Aversion and Engagement in the Sharing Economy,” Santana and Parigi. 2015. Games.
  10. 10. When does it make sense to use OFE? Not standardized work force: • Customers can play both roles of consumers and service providers • The workforce is made of independent contractors Big data is used for scaling non customizable experiences: • Matching between consumers and service providers • Optimization Beliefs and opinions make the market segment extremely fluid and dynamic • Viral diffusion of social media content that swings adoption of the service • Public opinion can force regulators to intervene to restrict / enable access
  11. 11. An Example of Using OFE for Studying Participation Markets that have some of the characteristics previously described require active recruitment of consumers. For example, suppose we want to know the offering of services at particular times of the day (e.g. night) or particular areas of a city (e.g. areas in gentrifying neighborhoods) Knowing risk attitudes of the service providers becomes crucial. Measuring trust / risk attitudes is key for understanding recruitment
  12. 12. Produced by Urban Design + Media Tymn Urban 2017