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Trust sharing economy-part_III-trust_management
This document discusses trust management in peer-to-peer platforms. It outlines different levels where trust can be catered, including the transaction level, user level, and marketplace level. At the transaction level, platforms can assess benefits, risks, and guarantees. At the user level, platforms can focus on authentication, ratings/reviews, transaction history, and screening. At the marketplace level, platforms can build trust through their identity/image, relationship with users, and platform/application design. Examples of trust management approaches from platforms like BlaBlaCar, Airbnb, TaskRabbit, and others are also provided.
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Trust sharing economy-part_III-trust_management
- 1. in the sharingeconomy shareNL | Jessica Slijpen | November 2014 Image courtesy of Tonis Pan Part III – Trust management in peer-to-peer platforms
- 2. There is alot to say about trust… Therefor we create several presentations Part I – Introduction Part II – The trust triangle Part III – Trust management in peer-to-peer platforms Part IV – Cross-platform trust tools Part V – Further thoughts These – and possibly others – will be subsequently posted on SlideShare Enjoy the read and don’t hesitate to contact us if you have questions or other interest in the subject.
- 3. TRUST MANAGEMENT Within theregular economy transactions take place between consumers and formal organizations. These transactions are supported with safe guards such as regulations, warranties and liabilities. Within the sharing economy many of these safe guards do not apply. This economy strongly relies on trust. Trust is a multidimensional subject. No trust, no transaction
- 4. THE TRUST TRIANGLE Transaction UsersMarketplace
- 5. THE TRUST TRIANGLE Transaction UsersMarketplace Will I be able to satisfy my needs & wishes with a service like this? Do I trust the person that offers this service / that wants to use my offer? And it’s all in the eye of the beholder…
- 6. Trust management Platforms cancater trust and reputation management at all three levels: • transaction • users • marketplace
- 7. TRANSACTION LEVEL Benefits ofthe transaction What is the gain for both users? Risks in the transaction What are the risks? Guarantees surrounding the transaction What are the safeguards?
- 8. Transaction benefits • Assessand stress the relevant benefits • for both user groups • related to motivations note: Keep It Simple - focus on max three benefits • When the benefit is high, the willingness to seriously consider the proposition increases
- 9. Transaction risks The type,size and impact of risks depends on the type of service offered by the platform
- 10. Type of risk Damage/ loss Provider: goods damage/lost/stolen; reputation damaged User: goods/services not delivered or not expected quality; damage by failing good or service Personal safety Being in a private space (house/car) with a stranger; using (electrical) equipment; commissioning un(der)qualified people; eating food prepared by strangers Privacy Inviting strangers in your house; sharing private information (i.e. assistance in tax forms, computer repair); exhibiting your assets and needs on platforms
- 11. Size of risk Magnitudeof risk e.g. missing a car share to the city to go shopping is incomparable to missing a car share to catch a plane Ability to ‘repair’ e.g. a badly pruned tree will blossom again, a badly treated dog may not Ability to claim can someone be held responsible Likelihood strongly related to trustworthiness of transaction partners and type of transaction
- 12. Transaction - risks •Assess the risks in the transaction • Provide facts and figures about actual occurrence • Educate your users on • the way the marketplace minimizes risks • the way the user can minimize risks (influence behavior) DAMAGE / LOSS PERSONAL SAFETY PRIVACY
- 13. Transaction guarantees •Safeguard userinformation •Safeguard financial transactions •Consider insurance •Provide excellent customer care
- 14. Transaction guarantees Safeguard userinformation • Balance between openness versus privacy • Consider incremental display of personal data between users • Clarify the usage of personal data by the marketplace • Clarify data exchange with third parties • Use verified third parties for data management Safeguard financial transactions • Use safe and well known payment facilities
- 15. Transaction guarantees Consider insurance •Develop your own insurance or connect with the growing number of companies that cater the sharing economy • Note: could the provision of insurance negatively influence responsible behavior of users? Provide excellent customer care • Develop customer care in advance – starting with the worst case scenarios for both ends • Collecting and spreading reviews of your customer care may even enhance the trust in the transaction and company – provided they are positive
- 16. USER LEVEL Authentication Who areyou? Ratings & Reviews How are you appreciated by others? Transaction history What have you done at the platform so far? Profile What kind of person are you? Screenings Have you been checked?
- 17. User authentication Who areyou? • First name / surname / username (pseudonym) • Profile picture • Connection social media accounts • e.g. Facebook, LinkedIn, Twitter, Google+, … • Verification by platform • e-mail, mobile phone number • credit card, passport* • in person: identity, home address * note: is this safe & legal?
- 18. User profile What kindof person are you? • Profile picture • Background information • education, job, residence, interests • Social profile • profile information from social media platforms • Social proximity • how many handshakes away? • Acceptance of platform criteria • e.g. code of conduct, terms and conditions, subscription fee • Personal contact between users prior to transaction • e.g. chat, mail, phone call, video call
- 19. User transaction history Whathave you done so far? • Membership of this platform since… • Number of transactions • differentiated by role: provider / user • Most recent activity on platform • Response time
- 20. User ratings &reviews How are you appreciated by others? • Rating by previous transaction partners • rating system with score, stars, … • showing number of ratings, mean, average, range, low score / high score, … • ‘star rating’ after specific number of positive reviews (stimulating positive competitive behavior) • subdivision in relevant aspects • Reviews by previous transaction partners • free text feedback summarizing the experience • in some cases even checked by platform – e.g. Sittercity (babysitting platform) • Note • There is a lot to say and to find out about ratings and reviews. For further thoughts and suggestions, see the separate section of the document.
- 21. User screening Have youbeen checked? • Verification by the marketplace of • diploma’s, licenses, qualifications, ownership, … • damage and claims history, criminal background • payment history and credit score
- 22. Study on trustBlaBlaCar December 2012
- 23. MARKETPLACE LEVEL Identity andimage What kind of organization are you? Relationship with users How do you interact with the users? Platform / application How is your software designed?
- 24. Marketplace Identity & image Trustin the marketplace is linked to identity & image • Keep it simple • Create a clear proposition • Transparency • Tell the (personal) story behind the marketplace • Show the people working for the marketplace • Clarify the business model: a for-profit, a not-for profit organization and/or a social enterprise • Show your users that you have your act together • Show the number of users and transactions (once you’ve passed the minimum) • Ask for feedback, use feedback, communicate about your progress
- 25. Marketplace Identity & image •Become familiar • Stimulate word-of-mouth promotion by users • Show the amount of users and transactions, preferably linked to peer groups of potential users • Be around, online and offline (well known brands are associated with trustworthiness) • Collect recommendations • Ask and display user reviews about the marketplace, the processes, the (customer) service, … • Consider affiliation with well-known people / brands • Act accordingly • Behavior towards users, partners, competitors, authorities, … • Put your money where your mouth is
- 26. Marketplace Relationship with users Trustin the marketplaceis linked to the relationship you build and nourish with your users • Community building • Be present, online & offline • Build communities, online & offline • Strengthen existing communities • User focus • Personalize your service and communication • Add value, consider the entire ‘customer journey’ • help people to better promote their product / service, price/reward setting, give examples, add valuable information for users • Consider co-creation with users • Be accessible – the more channels, the better
- 27. Marketplace Relationship with users •Advocate desired user behavior • Consider a code of conduct • Monitor user behavior, stimulate favorable and discourage undesirable behavior • Customer support • Be accessible – the more channels, the better • Help out when there are questions • Help out when there are trouble • Respond quickly • Be compassioned • With the right customer care after an incident, users may even have increased trust in your marketplace
- 28. Marketplace Platform / application •UXD designed to radiate trust • Quality of UXD: simple, clear, attractive • Pictures of people: mimic social presence • Content quality • Information complete, accurate, up-to-date • Process (2-sided) supported adequately • Terms & conditions, FAQ, privacy policy • Personalized and customized content • Congruity • Between organizational identity & image and ‘tone of voice’ platform • Between user motives and ‘tone of voice’ platform • User control • Control over profile information (e.g.: delete profile) • App ratings in App Store / Play Store
- 29. Further considerations in designingtrust management
- 30. Customer journey Assess theneed for trust • over the entire customer journey • addressing all the touch points • for both user-ends
- 31. User categories As theuser base grows, the characteristics of the users change. This might require an adaption of the trust tools in the platform.
- 32. The single mostimportant aspect Focus on the single most important aspect in order to make the platform work. • What is the one thing to provide (the essential added value) or to avoid (the unforgivable thing) • Assess this for the users at both ends • Assess this for the transaction between the users • Assess this for the role of the marketplace If you don’t get this right, it will never work…
- 33. The “right tobe forgotten” Make sure you can restore a users trust profile in case of an unjust situation. Google the story of “Mario Costeja Gonzalez”
- 34. Self-regulation The assumption (andexperience) of the sharing platforms is that trust tools help the community to self- regulate. People with positive ratings & reviews and many other trust elements have increased access to offers People with bad ratings & reviews are weeded out Perhaps in the future platforms will also use the opinion of the community to advice in disputes between users?
- 35. What suits yourmarketplace? • Minimalistic versus extensive trust management online • Emphasis on hard data (facts & figures) versus soft data (reputational, social) • Strong or weak involvement of the marketplace • Involvement of third parties (verification, insurance, payment, …) • Link up with the business strategy • what is your role? • what is your perspective on society? • what is your revenue model? • Balance between practicality of the trust tools and the accuracy of the trust assessment
- 36. Examples of trustmanagement in peer-to-peer sharing platforms
- 37. BlaBlaCar Further reading onthe D.R.E.A.M.S. framework: www.betrustman.com
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- 42. Shared with passion;) Jessica Slijpen jessica@sharenl.nl credits illustrations: Kathryn Hing