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Establishing trust to change
- 1. Establishing Trust to Change Teached by Amy Poon, Margaret Szeto (eBay) | Refined by Jayden Kong
- 2. What is
- 3. Paraphrased from <Behavioral Definition of Personal Trust> Coleman 2009 TRUST is the willingness to be vulnerable to another party ,expecting an important action from them without being able to monitoror control that other party.
- 4. Warren Buffett TRUST is like the air we breath. When it’s present, nobody really notices. But when it’s absent , everybody notices.
- 6. 1 Trust Indicators As Signals
- 7. EyeView’s Blog <Trust Indicators and Conversion> Trust indicators are the visual clues you can use to let your site visitors see that you can be trusted.
- 10. 2 Social Proof
- 11. Ninja SEO methods Social Proof means letting other customers prove to your reader that you are offering a quality product or service.
- 12. eBay
- 13. Amazon
- 14. Taobao
- 15. 360BUY
- 16. 3 Consider Doses of Friction
- 17. Paraphrased from <The Inmates Are Running The Asylum> Alan Cooper Cognitive friction is the mental stretch users make when tools behave in a way that seems unrelated to what they want.
- 18. If you introducing something new against a deeply ingrained user behavior, consider a dose of friction. As user adopt new changes, enforce the new process loud and clear to not lose their trust relationship.
- 19. 4 Consistency as guide
- 20. Usability Body of Knowledge Use commonly understood concepts, terms and metaphors, follow real-world conventions... and present information in a natural and logical order.
- 21. User engagement is often fragmented. In the midst of change, tell them one message again and again. Consistency helps you set up a guard rail for users to hold onto while they undergo new changes.
- 22. 5 Right Amounts of Transparency
- 23. <The People-Skill Coach> Kate Nasser A sincere apology is a perfect way to rebuild trust after mistake or trouble.
- 24. Transparency show your integrity, vulnerability, and willingness to communicate. Balance transparency and over-communication. Design for relevancy and set up a safe net. The right amount of transparency can cast away users’ doubts, without overwhelming them with complexity.
- 25. 6 Timely Feedback
- 26. Usability Body of Knowledge Provide appropriate, clear, and timely feedback to the user so that he sees the results of his actions and knows what is going on with the system.
- 27. <People Buy You: The Real Secret to What Matters Most in Business by Jeb Blount> People expect a timely response . When there is a question, problem, concern, service interruption ...you have a golden opportunity to build trust.
- 28. When customers are confused, seize the opportunity to rebuild their trust. When your customer engages in your new design, confirm their correct behavior right away.
- 29. 7 Guard User Privacy
- 30. Privacy by Design. An Overview of Privacy Enhancing Technologies Empower individuals to retain control of information about themselves at all times.
- 31. 8 Long - term Relationship
- 32. Levinger.G.(1983).Development and Change. In H.H.Kelley,et al.(Eds),Close relationships.(pp.315-359). New York: W.H. Freeman and Company. Long-term Relationship is a relationship between two or more people with mutual trust that sustains the relationship in long and relative stable period.
- 33. Why do customers
- 34. Customer dies - 1% Customer moves away - 3% Customer gets friend to provide service - 5% Customer persuaded to go to competitor - 9% Cusomer is dissatisfied with your service - 14% Customer believes you don’t care about them - 68% 1% 5% 3% 9% 14% 68%
- 35. Make customers feel taken seriously
- 36. Amy Poon Jayden Kong Margaret Szeto
- 37. THANK YOU