SlideShare a Scribd company logo
in the sharing economy
shareNL | Jessica Slijpen | November 2014
Image courtesy of Tonis Pan
Part III – Trust management
in peer-to-peer platforms
There is a lot 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.
TRUST MANAGEMENT
Within the regular 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
THE TRUST TRIANGLE
Transaction
Users Marketplace
THE TRUST TRIANGLE
Transaction
Users Marketplace
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…
Trust management
Platforms can cater trust and reputation
management at all three levels:
• transaction
• users
• marketplace
TRANSACTION LEVEL
Benefits of the transaction
What is the gain for both users?
Risks in the transaction
What are the risks?
Guarantees surrounding the transaction
What are the safeguards?
Transaction benefits
• Assess and 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
Transaction risks
The type, size and impact of risks
depends on the type of service
offered by the platform
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
Size of risk
Magnitude of 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
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
Transaction guarantees
•Safeguard user information
•Safeguard financial transactions
•Consider insurance
•Provide excellent customer care
Transaction guarantees
Safeguard user information
• 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
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
USER LEVEL
Authentication
Who are you?
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?
User authentication
Who are you?
• 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?
User profile
What kind of 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
User transaction history
What have you done so far?
• Membership of this platform since…
• Number of transactions
• differentiated by role: provider / user
• Most recent activity on platform
• Response time
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.
User screening
Have you been checked?
• Verification by the marketplace of
• diploma’s, licenses, qualifications, ownership, …
• damage and claims history, criminal background
• payment history and credit score
Study on trust BlaBlaCar
December 2012
MARKETPLACE LEVEL
Identity and image
What kind of organization are you?
Relationship with users
How do you interact with the users?
Platform / application
How is your software designed?
Marketplace
Identity & image
Trust in 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
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
Marketplace
Relationship with users
Trust in 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
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
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
Further considerations
in designing trust management
Customer journey
Assess the need for trust
• over the entire customer journey
• addressing all the touch points
• for both user-ends
User categories
As the user base grows, the characteristics of the users change.
This might require an adaption of the trust tools in the platform.
The single most important 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…
The “right to be forgotten”
Make sure you can restore a users trust profile in case
of an unjust situation.
Google the story of “Mario Costeja Gonzalez”
Self-regulation
The assumption (and experience) 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?
What suits your marketplace?
• 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
Examples of trust management
in peer-to-peer sharing platforms
BlaBlaCar
Further reading on the D.R.E.A.M.S. framework:
www.betrustman.com
Airbnb
TaskRabbit
Thuisafgehaald
SnappCar
Shared with passion ;)
Jessica Slijpen
jessica@sharenl.nl
credits illustrations:
Kathryn Hing

More Related Content

Viewers also liked

shareNL symposium autodelen 2016, Delen Vermenigvuldigen, Karina Tiekstra
shareNL symposium autodelen 2016, Delen Vermenigvuldigen, Karina TiekstrashareNL symposium autodelen 2016, Delen Vermenigvuldigen, Karina Tiekstra
shareNL symposium autodelen 2016, Delen Vermenigvuldigen, Karina Tiekstra
shareNL
 
shareNL symposium autodelen 2016, Friso Metz, De jaarlijkse autodeel monitor:...
shareNL symposium autodelen 2016, Friso Metz, De jaarlijkse autodeel monitor:...shareNL symposium autodelen 2016, Friso Metz, De jaarlijkse autodeel monitor:...
shareNL symposium autodelen 2016, Friso Metz, De jaarlijkse autodeel monitor:...
shareNL
 
shareNL symposium autodelen 2016, Rick Baggermans, Tips & Tricks voor change
shareNL symposium autodelen 2016, Rick Baggermans, Tips & Tricks voor changeshareNL symposium autodelen 2016, Rick Baggermans, Tips & Tricks voor change
shareNL symposium autodelen 2016, Rick Baggermans, Tips & Tricks voor change
shareNL
 
shareNL symposium autodelen 2016, Bart Stoffels, Wordt de zelfrijdende auto e...
shareNL symposium autodelen 2016, Bart Stoffels, Wordt de zelfrijdende auto e...shareNL symposium autodelen 2016, Bart Stoffels, Wordt de zelfrijdende auto e...
shareNL symposium autodelen 2016, Bart Stoffels, Wordt de zelfrijdende auto e...
shareNL
 
shareNL symposium autodelen 2016, Marcel Bijster, Private lease en autodelen
shareNL symposium autodelen 2016, Marcel Bijster, Private lease en autodelenshareNL symposium autodelen 2016, Marcel Bijster, Private lease en autodelen
shareNL symposium autodelen 2016, Marcel Bijster, Private lease en autodelen
shareNL
 
shareNL symposium autodelen 2016, Michael Glotz-Richter, Why cities should em...
shareNL symposium autodelen 2016, Michael Glotz-Richter, Why cities should em...shareNL symposium autodelen 2016, Michael Glotz-Richter, Why cities should em...
shareNL symposium autodelen 2016, Michael Glotz-Richter, Why cities should em...
shareNL
 
shareNL symposium autodelen 2016, Flip Oude Weernink, Eiso Vaandrager, Tonnie...
shareNL symposium autodelen 2016, Flip Oude Weernink, Eiso Vaandrager, Tonnie...shareNL symposium autodelen 2016, Flip Oude Weernink, Eiso Vaandrager, Tonnie...
shareNL symposium autodelen 2016, Flip Oude Weernink, Eiso Vaandrager, Tonnie...
shareNL
 
shareNL symposium autodelen 2016, Karla Münzel, State of car sharing
shareNL symposium autodelen 2016, Karla Münzel, State of car sharingshareNL symposium autodelen 2016, Karla Münzel, State of car sharing
shareNL symposium autodelen 2016, Karla Münzel, State of car sharing
shareNL
 
shareNL | onderzoek iov IenM | milieu-impact en -kansen deeleconomie | 18 12 ...
shareNL | onderzoek iov IenM | milieu-impact en -kansen deeleconomie | 18 12 ...shareNL | onderzoek iov IenM | milieu-impact en -kansen deeleconomie | 18 12 ...
shareNL | onderzoek iov IenM | milieu-impact en -kansen deeleconomie | 18 12 ...
shareNL
 
shareNL | onderzoek iov EZ | innoveren in de deeleconomie | 18 12 2015
shareNL | onderzoek iov EZ | innoveren in de deeleconomie | 18 12 2015shareNL | onderzoek iov EZ | innoveren in de deeleconomie | 18 12 2015
shareNL | onderzoek iov EZ | innoveren in de deeleconomie | 18 12 2015
shareNL
 
shareNL symposium autodelen 2016, Ananda Groag, State of car sharing
shareNL symposium autodelen 2016, Ananda Groag, State of car sharingshareNL symposium autodelen 2016, Ananda Groag, State of car sharing
shareNL symposium autodelen 2016, Ananda Groag, State of car sharing
shareNL
 
Master thesis sdeg pieter van de glind - 3845494 - the consumer potential o...
Master thesis sdeg   pieter van de glind - 3845494 - the consumer potential o...Master thesis sdeg   pieter van de glind - 3845494 - the consumer potential o...
Master thesis sdeg pieter van de glind - 3845494 - the consumer potential o...
Pieter van de Glind
 
shareNL | SHARE | hoofdstuk 'kennis' | april 2016
shareNL | SHARE | hoofdstuk 'kennis' | april 2016shareNL | SHARE | hoofdstuk 'kennis' | april 2016
shareNL | SHARE | hoofdstuk 'kennis' | april 2016
shareNL
 
Welcome to the ecosystem of the collaborative economy
Welcome to the ecosystem of the collaborative economyWelcome to the ecosystem of the collaborative economy
Welcome to the ecosystem of the collaborative economy
shareNL
 
Share nl collaborative economy environmental impact and opportunities report
Share nl collaborative economy environmental impact and opportunities reportShare nl collaborative economy environmental impact and opportunities report
Share nl collaborative economy environmental impact and opportunities report
shareNL
 
Share nl report for the ministry of economic affairs on the innovation in the...
Share nl report for the ministry of economic affairs on the innovation in the...Share nl report for the ministry of economic affairs on the innovation in the...
Share nl report for the ministry of economic affairs on the innovation in the...
shareNL
 
Thuiskoks, gedeelde auto’s en buurtklussers de opmars van het ‘prosumentism...
Thuiskoks, gedeelde auto’s en buurtklussers   de opmars van het ‘prosumentism...Thuiskoks, gedeelde auto’s en buurtklussers   de opmars van het ‘prosumentism...
Thuiskoks, gedeelde auto’s en buurtklussers de opmars van het ‘prosumentism...
shareNL
 
Amsterdam actionplan sharing economy
Amsterdam actionplan sharing economyAmsterdam actionplan sharing economy
Amsterdam actionplan sharing economy
shareNL
 
Collaborative Economy Revenue Models
Collaborative Economy Revenue ModelsCollaborative Economy Revenue Models
Collaborative Economy Revenue Models
Collaborative Lab
 
Trust and the Sharing Economy
Trust and the Sharing EconomyTrust and the Sharing Economy
Trust and the Sharing Economy
Erica Swallow
 

Viewers also liked (20)

shareNL symposium autodelen 2016, Delen Vermenigvuldigen, Karina Tiekstra
shareNL symposium autodelen 2016, Delen Vermenigvuldigen, Karina TiekstrashareNL symposium autodelen 2016, Delen Vermenigvuldigen, Karina Tiekstra
shareNL symposium autodelen 2016, Delen Vermenigvuldigen, Karina Tiekstra
 
shareNL symposium autodelen 2016, Friso Metz, De jaarlijkse autodeel monitor:...
shareNL symposium autodelen 2016, Friso Metz, De jaarlijkse autodeel monitor:...shareNL symposium autodelen 2016, Friso Metz, De jaarlijkse autodeel monitor:...
shareNL symposium autodelen 2016, Friso Metz, De jaarlijkse autodeel monitor:...
 
shareNL symposium autodelen 2016, Rick Baggermans, Tips & Tricks voor change
shareNL symposium autodelen 2016, Rick Baggermans, Tips & Tricks voor changeshareNL symposium autodelen 2016, Rick Baggermans, Tips & Tricks voor change
shareNL symposium autodelen 2016, Rick Baggermans, Tips & Tricks voor change
 
shareNL symposium autodelen 2016, Bart Stoffels, Wordt de zelfrijdende auto e...
shareNL symposium autodelen 2016, Bart Stoffels, Wordt de zelfrijdende auto e...shareNL symposium autodelen 2016, Bart Stoffels, Wordt de zelfrijdende auto e...
shareNL symposium autodelen 2016, Bart Stoffels, Wordt de zelfrijdende auto e...
 
shareNL symposium autodelen 2016, Marcel Bijster, Private lease en autodelen
shareNL symposium autodelen 2016, Marcel Bijster, Private lease en autodelenshareNL symposium autodelen 2016, Marcel Bijster, Private lease en autodelen
shareNL symposium autodelen 2016, Marcel Bijster, Private lease en autodelen
 
shareNL symposium autodelen 2016, Michael Glotz-Richter, Why cities should em...
shareNL symposium autodelen 2016, Michael Glotz-Richter, Why cities should em...shareNL symposium autodelen 2016, Michael Glotz-Richter, Why cities should em...
shareNL symposium autodelen 2016, Michael Glotz-Richter, Why cities should em...
 
shareNL symposium autodelen 2016, Flip Oude Weernink, Eiso Vaandrager, Tonnie...
shareNL symposium autodelen 2016, Flip Oude Weernink, Eiso Vaandrager, Tonnie...shareNL symposium autodelen 2016, Flip Oude Weernink, Eiso Vaandrager, Tonnie...
shareNL symposium autodelen 2016, Flip Oude Weernink, Eiso Vaandrager, Tonnie...
 
shareNL symposium autodelen 2016, Karla Münzel, State of car sharing
shareNL symposium autodelen 2016, Karla Münzel, State of car sharingshareNL symposium autodelen 2016, Karla Münzel, State of car sharing
shareNL symposium autodelen 2016, Karla Münzel, State of car sharing
 
shareNL | onderzoek iov IenM | milieu-impact en -kansen deeleconomie | 18 12 ...
shareNL | onderzoek iov IenM | milieu-impact en -kansen deeleconomie | 18 12 ...shareNL | onderzoek iov IenM | milieu-impact en -kansen deeleconomie | 18 12 ...
shareNL | onderzoek iov IenM | milieu-impact en -kansen deeleconomie | 18 12 ...
 
shareNL | onderzoek iov EZ | innoveren in de deeleconomie | 18 12 2015
shareNL | onderzoek iov EZ | innoveren in de deeleconomie | 18 12 2015shareNL | onderzoek iov EZ | innoveren in de deeleconomie | 18 12 2015
shareNL | onderzoek iov EZ | innoveren in de deeleconomie | 18 12 2015
 
shareNL symposium autodelen 2016, Ananda Groag, State of car sharing
shareNL symposium autodelen 2016, Ananda Groag, State of car sharingshareNL symposium autodelen 2016, Ananda Groag, State of car sharing
shareNL symposium autodelen 2016, Ananda Groag, State of car sharing
 
Master thesis sdeg pieter van de glind - 3845494 - the consumer potential o...
Master thesis sdeg   pieter van de glind - 3845494 - the consumer potential o...Master thesis sdeg   pieter van de glind - 3845494 - the consumer potential o...
Master thesis sdeg pieter van de glind - 3845494 - the consumer potential o...
 
shareNL | SHARE | hoofdstuk 'kennis' | april 2016
shareNL | SHARE | hoofdstuk 'kennis' | april 2016shareNL | SHARE | hoofdstuk 'kennis' | april 2016
shareNL | SHARE | hoofdstuk 'kennis' | april 2016
 
Welcome to the ecosystem of the collaborative economy
Welcome to the ecosystem of the collaborative economyWelcome to the ecosystem of the collaborative economy
Welcome to the ecosystem of the collaborative economy
 
Share nl collaborative economy environmental impact and opportunities report
Share nl collaborative economy environmental impact and opportunities reportShare nl collaborative economy environmental impact and opportunities report
Share nl collaborative economy environmental impact and opportunities report
 
Share nl report for the ministry of economic affairs on the innovation in the...
Share nl report for the ministry of economic affairs on the innovation in the...Share nl report for the ministry of economic affairs on the innovation in the...
Share nl report for the ministry of economic affairs on the innovation in the...
 
Thuiskoks, gedeelde auto’s en buurtklussers de opmars van het ‘prosumentism...
Thuiskoks, gedeelde auto’s en buurtklussers   de opmars van het ‘prosumentism...Thuiskoks, gedeelde auto’s en buurtklussers   de opmars van het ‘prosumentism...
Thuiskoks, gedeelde auto’s en buurtklussers de opmars van het ‘prosumentism...
 
Amsterdam actionplan sharing economy
Amsterdam actionplan sharing economyAmsterdam actionplan sharing economy
Amsterdam actionplan sharing economy
 
Collaborative Economy Revenue Models
Collaborative Economy Revenue ModelsCollaborative Economy Revenue Models
Collaborative Economy Revenue Models
 
Trust and the Sharing Economy
Trust and the Sharing EconomyTrust and the Sharing Economy
Trust and the Sharing Economy
 

Similar to Trust sharing economy-part_III-trust_management

Understanding, optimizing and transforming Customer journey with ‘Data’
Understanding, optimizing and transforming Customer journey with ‘Data’Understanding, optimizing and transforming Customer journey with ‘Data’
Understanding, optimizing and transforming Customer journey with ‘Data’
Subrata Mukherjee @sumutech
 
Putting Customers at the Center of Your Digital Strategy
Putting Customers at the Center of Your Digital StrategyPutting Customers at the Center of Your Digital Strategy
Putting Customers at the Center of Your Digital Strategy
@chrisboyer LLC
 
"Customer Service Excellence" by Terry Pilcher
"Customer Service Excellence" by Terry Pilcher"Customer Service Excellence" by Terry Pilcher
"Customer Service Excellence" by Terry Pilcher
Dubai Quality Group
 
Digital marketing prepared by sandykat
Digital marketing prepared by sandykatDigital marketing prepared by sandykat
Digital marketing prepared by sandykat
sandykat
 
Lead nurturing success factors
Lead nurturing success factorsLead nurturing success factors
Lead nurturing success factors
Desouza and Associates Inc.
 
Peer Pressure Columbia 2015
Peer Pressure Columbia 2015Peer Pressure Columbia 2015
Peer Pressure Columbia 2015
Stanford University
 
Seed Spark BMC Poster_editable.pptx
Seed Spark BMC Poster_editable.pptxSeed Spark BMC Poster_editable.pptx
Seed Spark BMC Poster_editable.pptx
MuhammadShameer11
 
Digital marketing best practices
Digital marketing best practices Digital marketing best practices
Digital marketing best practices
Thomas Robbins
 
5 Key Steps to Drive with Fintech Customer Journeys
5 Key Steps to Drive with Fintech Customer Journeys5 Key Steps to Drive with Fintech Customer Journeys
5 Key Steps to Drive with Fintech Customer Journeys
Douglas Karr
 
Webinar Deck: Building Customer Relationships in an Omni-Channel World
Webinar Deck: Building Customer Relationships in an Omni-Channel WorldWebinar Deck: Building Customer Relationships in an Omni-Channel World
Webinar Deck: Building Customer Relationships in an Omni-Channel World
Ensighten
 
Segmentation Targeting Positioning & Online Tools
Segmentation Targeting Positioning & Online ToolsSegmentation Targeting Positioning & Online Tools
Segmentation Targeting Positioning & Online Tools
Priyanka Gautam
 
EIA2016 Turin - Pepe Moder. Customer Engagement
EIA2016 Turin - Pepe Moder. Customer EngagementEIA2016 Turin - Pepe Moder. Customer Engagement
EIA2016 Turin - Pepe Moder. Customer Engagement
European Innovation Academy
 
USEMP - value of personal data CAISE 14 presentation
USEMP - value of personal data CAISE 14 presentationUSEMP - value of personal data CAISE 14 presentation
USEMP - value of personal data CAISE 14 presentation
Theodoros Michalareas
 
Agsmbpt david pickstone - walk before you run
Agsmbpt   david pickstone - walk before you runAgsmbpt   david pickstone - walk before you run
Agsmbpt david pickstone - walk before you run
davidpickstoneRR
 
Integrated Best Practice: The Donor Journey
Integrated Best Practice: The Donor JourneyIntegrated Best Practice: The Donor Journey
Integrated Best Practice: The Donor Journey
hjc
 
Go digital or die. Are Middle East insurers ready?
Go digital or die. Are Middle East insurers ready?Go digital or die. Are Middle East insurers ready?
Go digital or die. Are Middle East insurers ready?
Olivier Bauchart
 
Psama january2011 seanod_final
Psama january2011 seanod_finalPsama january2011 seanod_final
Psama january2011 seanod_final
Sean O'Driscoll
 
Digital marketing unit 2
Digital marketing unit 2Digital marketing unit 2
Digital marketing unit 2
Advacto Legal Solutions
 
Share and Tell Stanford 2016
Share and Tell Stanford 2016Share and Tell Stanford 2016
Share and Tell Stanford 2016
Stanford University
 
Life Insurance Consumer Evolution
Life Insurance Consumer EvolutionLife Insurance Consumer Evolution
Life Insurance Consumer Evolution
Edgewater
 

Similar to Trust sharing economy-part_III-trust_management (20)

Understanding, optimizing and transforming Customer journey with ‘Data’
Understanding, optimizing and transforming Customer journey with ‘Data’Understanding, optimizing and transforming Customer journey with ‘Data’
Understanding, optimizing and transforming Customer journey with ‘Data’
 
Putting Customers at the Center of Your Digital Strategy
Putting Customers at the Center of Your Digital StrategyPutting Customers at the Center of Your Digital Strategy
Putting Customers at the Center of Your Digital Strategy
 
"Customer Service Excellence" by Terry Pilcher
"Customer Service Excellence" by Terry Pilcher"Customer Service Excellence" by Terry Pilcher
"Customer Service Excellence" by Terry Pilcher
 
Digital marketing prepared by sandykat
Digital marketing prepared by sandykatDigital marketing prepared by sandykat
Digital marketing prepared by sandykat
 
Lead nurturing success factors
Lead nurturing success factorsLead nurturing success factors
Lead nurturing success factors
 
Peer Pressure Columbia 2015
Peer Pressure Columbia 2015Peer Pressure Columbia 2015
Peer Pressure Columbia 2015
 
Seed Spark BMC Poster_editable.pptx
Seed Spark BMC Poster_editable.pptxSeed Spark BMC Poster_editable.pptx
Seed Spark BMC Poster_editable.pptx
 
Digital marketing best practices
Digital marketing best practices Digital marketing best practices
Digital marketing best practices
 
5 Key Steps to Drive with Fintech Customer Journeys
5 Key Steps to Drive with Fintech Customer Journeys5 Key Steps to Drive with Fintech Customer Journeys
5 Key Steps to Drive with Fintech Customer Journeys
 
Webinar Deck: Building Customer Relationships in an Omni-Channel World
Webinar Deck: Building Customer Relationships in an Omni-Channel WorldWebinar Deck: Building Customer Relationships in an Omni-Channel World
Webinar Deck: Building Customer Relationships in an Omni-Channel World
 
Segmentation Targeting Positioning & Online Tools
Segmentation Targeting Positioning & Online ToolsSegmentation Targeting Positioning & Online Tools
Segmentation Targeting Positioning & Online Tools
 
EIA2016 Turin - Pepe Moder. Customer Engagement
EIA2016 Turin - Pepe Moder. Customer EngagementEIA2016 Turin - Pepe Moder. Customer Engagement
EIA2016 Turin - Pepe Moder. Customer Engagement
 
USEMP - value of personal data CAISE 14 presentation
USEMP - value of personal data CAISE 14 presentationUSEMP - value of personal data CAISE 14 presentation
USEMP - value of personal data CAISE 14 presentation
 
Agsmbpt david pickstone - walk before you run
Agsmbpt   david pickstone - walk before you runAgsmbpt   david pickstone - walk before you run
Agsmbpt david pickstone - walk before you run
 
Integrated Best Practice: The Donor Journey
Integrated Best Practice: The Donor JourneyIntegrated Best Practice: The Donor Journey
Integrated Best Practice: The Donor Journey
 
Go digital or die. Are Middle East insurers ready?
Go digital or die. Are Middle East insurers ready?Go digital or die. Are Middle East insurers ready?
Go digital or die. Are Middle East insurers ready?
 
Psama january2011 seanod_final
Psama january2011 seanod_finalPsama january2011 seanod_final
Psama january2011 seanod_final
 
Digital marketing unit 2
Digital marketing unit 2Digital marketing unit 2
Digital marketing unit 2
 
Share and Tell Stanford 2016
Share and Tell Stanford 2016Share and Tell Stanford 2016
Share and Tell Stanford 2016
 
Life Insurance Consumer Evolution
Life Insurance Consumer EvolutionLife Insurance Consumer Evolution
Life Insurance Consumer Evolution
 

More from shareNL

shareNL | insights | white paper | the age of cities | randstad | flexibility...
shareNL | insights | white paper | the age of cities | randstad | flexibility...shareNL | insights | white paper | the age of cities | randstad | flexibility...
shareNL | insights | white paper | the age of cities | randstad | flexibility...
shareNL
 
Governing Sharing Cities | research | Lies van den Eijnden | June 2017
Governing Sharing Cities | research | Lies van den Eijnden | June 2017Governing Sharing Cities | research | Lies van den Eijnden | June 2017
Governing Sharing Cities | research | Lies van den Eijnden | June 2017
shareNL
 
Share nl pieter van de glind _ tel aviv sharing economy _ december 2016
Share nl   pieter van de glind _ tel aviv sharing economy _ december 2016Share nl   pieter van de glind _ tel aviv sharing economy _ december 2016
Share nl pieter van de glind _ tel aviv sharing economy _ december 2016
shareNL
 
Mission vision
Mission visionMission vision
Mission vision
shareNL
 
shareNL_starters_deeleconomie_jan_15
shareNL_starters_deeleconomie_jan_15shareNL_starters_deeleconomie_jan_15
shareNL_starters_deeleconomie_jan_15
shareNL
 
Trust sharing economy-part_II-trust_triangle
Trust sharing economy-part_II-trust_triangleTrust sharing economy-part_II-trust_triangle
Trust sharing economy-part_II-trust_triangle
shareNL
 
Trust sharing economy-part_I-introduction
Trust sharing economy-part_I-introductionTrust sharing economy-part_I-introduction
Trust sharing economy-part_I-introduction
shareNL
 

More from shareNL (7)

shareNL | insights | white paper | the age of cities | randstad | flexibility...
shareNL | insights | white paper | the age of cities | randstad | flexibility...shareNL | insights | white paper | the age of cities | randstad | flexibility...
shareNL | insights | white paper | the age of cities | randstad | flexibility...
 
Governing Sharing Cities | research | Lies van den Eijnden | June 2017
Governing Sharing Cities | research | Lies van den Eijnden | June 2017Governing Sharing Cities | research | Lies van den Eijnden | June 2017
Governing Sharing Cities | research | Lies van den Eijnden | June 2017
 
Share nl pieter van de glind _ tel aviv sharing economy _ december 2016
Share nl   pieter van de glind _ tel aviv sharing economy _ december 2016Share nl   pieter van de glind _ tel aviv sharing economy _ december 2016
Share nl pieter van de glind _ tel aviv sharing economy _ december 2016
 
Mission vision
Mission visionMission vision
Mission vision
 
shareNL_starters_deeleconomie_jan_15
shareNL_starters_deeleconomie_jan_15shareNL_starters_deeleconomie_jan_15
shareNL_starters_deeleconomie_jan_15
 
Trust sharing economy-part_II-trust_triangle
Trust sharing economy-part_II-trust_triangleTrust sharing economy-part_II-trust_triangle
Trust sharing economy-part_II-trust_triangle
 
Trust sharing economy-part_I-introduction
Trust sharing economy-part_I-introductionTrust sharing economy-part_I-introduction
Trust sharing economy-part_I-introduction
 

Recently uploaded

Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...
Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...
Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...
OECD Directorate for Financial and Enterprise Affairs
 
ASONAM2023_presection_slide_track-recommendation.pdf
ASONAM2023_presection_slide_track-recommendation.pdfASONAM2023_presection_slide_track-recommendation.pdf
ASONAM2023_presection_slide_track-recommendation.pdf
ToshihiroIto4
 
Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussionArtificial Intelligence, Data and Competition – LIM – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussion
OECD Directorate for Financial and Enterprise Affairs
 
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...
SkillCertProExams
 
Burning Issue Presentation By Kenmaryon.pdf
Burning Issue Presentation By Kenmaryon.pdfBurning Issue Presentation By Kenmaryon.pdf
Burning Issue Presentation By Kenmaryon.pdf
kkirkland2
 
Tom tresser burning issue.pptx My Burning issue
Tom tresser burning issue.pptx My Burning issueTom tresser burning issue.pptx My Burning issue
Tom tresser burning issue.pptx My Burning issue
amekonnen
 
Why Psychological Safety Matters for Software Teams - ACE 2024 - Ben Linders.pdf
Why Psychological Safety Matters for Software Teams - ACE 2024 - Ben Linders.pdfWhy Psychological Safety Matters for Software Teams - ACE 2024 - Ben Linders.pdf
Why Psychological Safety Matters for Software Teams - ACE 2024 - Ben Linders.pdf
Ben Linders
 
2024-05-30_meetup_devops_aix-marseille.pdf
2024-05-30_meetup_devops_aix-marseille.pdf2024-05-30_meetup_devops_aix-marseille.pdf
2024-05-30_meetup_devops_aix-marseille.pdf
Frederic Leger
 
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
OECD Directorate for Financial and Enterprise Affairs
 
BRIC_2024_2024-06-06-11:30-haunschild_archival_version.pdf
BRIC_2024_2024-06-06-11:30-haunschild_archival_version.pdfBRIC_2024_2024-06-06-11:30-haunschild_archival_version.pdf
BRIC_2024_2024-06-06-11:30-haunschild_archival_version.pdf
Robin Haunschild
 
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie Wells
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie WellsCollapsing Narratives: Exploring Non-Linearity • a micro report by Rosie Wells
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie Wells
Rosie Wells
 
Carrer goals.pptx and their importance in real life
Carrer goals.pptx  and their importance in real lifeCarrer goals.pptx  and their importance in real life
Carrer goals.pptx and their importance in real life
artemacademy2
 
Pro-competitive Industrial Policy – LANE – June 2024 OECD discussion
Pro-competitive Industrial Policy – LANE – June 2024 OECD discussionPro-competitive Industrial Policy – LANE – June 2024 OECD discussion
Pro-competitive Industrial Policy – LANE – June 2024 OECD discussion
OECD Directorate for Financial and Enterprise Affairs
 
Gregory Harris - Cycle 2 - Civics Presentation
Gregory Harris - Cycle 2 - Civics PresentationGregory Harris - Cycle 2 - Civics Presentation
Gregory Harris - Cycle 2 - Civics Presentation
gharris9
 
Competition and Regulation in Professions and Occupations – ROBSON – June 202...
Competition and Regulation in Professions and Occupations – ROBSON – June 202...Competition and Regulation in Professions and Occupations – ROBSON – June 202...
Competition and Regulation in Professions and Occupations – ROBSON – June 202...
OECD Directorate for Financial and Enterprise Affairs
 
Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...
Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...
Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...
Suzanne Lagerweij
 
Artificial Intelligence, Data and Competition – OECD – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – OECD – June 2024 OECD discussionArtificial Intelligence, Data and Competition – OECD – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – OECD – June 2024 OECD discussion
OECD Directorate for Financial and Enterprise Affairs
 
Competition and Regulation in Professions and Occupations – OECD – June 2024 ...
Competition and Regulation in Professions and Occupations – OECD – June 2024 ...Competition and Regulation in Professions and Occupations – OECD – June 2024 ...
Competition and Regulation in Professions and Occupations – OECD – June 2024 ...
OECD Directorate for Financial and Enterprise Affairs
 
XP 2024 presentation: A New Look to Leadership
XP 2024 presentation: A New Look to LeadershipXP 2024 presentation: A New Look to Leadership
XP 2024 presentation: A New Look to Leadership
samililja
 
Mẫu PPT kế hoạch làm việc sáng tạo cho nửa cuối năm PowerPoint
Mẫu PPT kế hoạch làm việc sáng tạo cho nửa cuối năm PowerPointMẫu PPT kế hoạch làm việc sáng tạo cho nửa cuối năm PowerPoint
Mẫu PPT kế hoạch làm việc sáng tạo cho nửa cuối năm PowerPoint
1990 Media
 

Recently uploaded (20)

Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...
Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...
Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...
 
ASONAM2023_presection_slide_track-recommendation.pdf
ASONAM2023_presection_slide_track-recommendation.pdfASONAM2023_presection_slide_track-recommendation.pdf
ASONAM2023_presection_slide_track-recommendation.pdf
 
Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussionArtificial Intelligence, Data and Competition – LIM – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussion
 
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...
 
Burning Issue Presentation By Kenmaryon.pdf
Burning Issue Presentation By Kenmaryon.pdfBurning Issue Presentation By Kenmaryon.pdf
Burning Issue Presentation By Kenmaryon.pdf
 
Tom tresser burning issue.pptx My Burning issue
Tom tresser burning issue.pptx My Burning issueTom tresser burning issue.pptx My Burning issue
Tom tresser burning issue.pptx My Burning issue
 
Why Psychological Safety Matters for Software Teams - ACE 2024 - Ben Linders.pdf
Why Psychological Safety Matters for Software Teams - ACE 2024 - Ben Linders.pdfWhy Psychological Safety Matters for Software Teams - ACE 2024 - Ben Linders.pdf
Why Psychological Safety Matters for Software Teams - ACE 2024 - Ben Linders.pdf
 
2024-05-30_meetup_devops_aix-marseille.pdf
2024-05-30_meetup_devops_aix-marseille.pdf2024-05-30_meetup_devops_aix-marseille.pdf
2024-05-30_meetup_devops_aix-marseille.pdf
 
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
 
BRIC_2024_2024-06-06-11:30-haunschild_archival_version.pdf
BRIC_2024_2024-06-06-11:30-haunschild_archival_version.pdfBRIC_2024_2024-06-06-11:30-haunschild_archival_version.pdf
BRIC_2024_2024-06-06-11:30-haunschild_archival_version.pdf
 
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie Wells
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie WellsCollapsing Narratives: Exploring Non-Linearity • a micro report by Rosie Wells
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie Wells
 
Carrer goals.pptx and their importance in real life
Carrer goals.pptx  and their importance in real lifeCarrer goals.pptx  and their importance in real life
Carrer goals.pptx and their importance in real life
 
Pro-competitive Industrial Policy – LANE – June 2024 OECD discussion
Pro-competitive Industrial Policy – LANE – June 2024 OECD discussionPro-competitive Industrial Policy – LANE – June 2024 OECD discussion
Pro-competitive Industrial Policy – LANE – June 2024 OECD discussion
 
Gregory Harris - Cycle 2 - Civics Presentation
Gregory Harris - Cycle 2 - Civics PresentationGregory Harris - Cycle 2 - Civics Presentation
Gregory Harris - Cycle 2 - Civics Presentation
 
Competition and Regulation in Professions and Occupations – ROBSON – June 202...
Competition and Regulation in Professions and Occupations – ROBSON – June 202...Competition and Regulation in Professions and Occupations – ROBSON – June 202...
Competition and Regulation in Professions and Occupations – ROBSON – June 202...
 
Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...
Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...
Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...
 
Artificial Intelligence, Data and Competition – OECD – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – OECD – June 2024 OECD discussionArtificial Intelligence, Data and Competition – OECD – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – OECD – June 2024 OECD discussion
 
Competition and Regulation in Professions and Occupations – OECD – June 2024 ...
Competition and Regulation in Professions and Occupations – OECD – June 2024 ...Competition and Regulation in Professions and Occupations – OECD – June 2024 ...
Competition and Regulation in Professions and Occupations – OECD – June 2024 ...
 
XP 2024 presentation: A New Look to Leadership
XP 2024 presentation: A New Look to LeadershipXP 2024 presentation: A New Look to Leadership
XP 2024 presentation: A New Look to Leadership
 
Mẫu PPT kế hoạch làm việc sáng tạo cho nửa cuối năm PowerPoint
Mẫu PPT kế hoạch làm việc sáng tạo cho nửa cuối năm PowerPointMẫu PPT kế hoạch làm việc sáng tạo cho nửa cuối năm PowerPoint
Mẫu PPT kế hoạch làm việc sáng tạo cho nửa cuối năm PowerPoint
 

Trust sharing economy-part_III-trust_management

  • 1. in the sharing economy shareNL | Jessica Slijpen | November 2014 Image courtesy of Tonis Pan Part III – Trust management in peer-to-peer platforms
  • 2. There is a lot 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 the regular 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
  • 5. THE TRUST TRIANGLE Transaction Users Marketplace 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 can cater trust and reputation management at all three levels: • transaction • users • marketplace
  • 7. TRANSACTION LEVEL Benefits of the 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 • Assess and 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 Magnitude of 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 user information •Safeguard financial transactions •Consider insurance •Provide excellent customer care
  • 14. Transaction guarantees Safeguard user information • 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 are you? 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 are you? • 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 kind of 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 What have 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 you been 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 trust BlaBlaCar December 2012
  • 23. MARKETPLACE LEVEL Identity and image 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 Trust in 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 Trust in 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
  • 30. Customer journey Assess the need for trust • over the entire customer journey • addressing all the touch points • for both user-ends
  • 31. User categories As the user base grows, the characteristics of the users change. This might require an adaption of the trust tools in the platform.
  • 32. The single most important 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 to be 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 (and experience) 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 your marketplace? • 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 trust management in peer-to-peer sharing platforms
  • 37. BlaBlaCar Further reading on the D.R.E.A.M.S. framework: www.betrustman.com
  • 42. Shared with passion ;) Jessica Slijpen jessica@sharenl.nl credits illustrations: Kathryn Hing