Part 3: Trust, the currency of experience

In Part 1 of this series, we explored the importance of trust, how it may be defined and the roles and responsibilities the executive leadership of an organisation may need to consider for successfully gaining and maintaining trust. Later, in Part 2, we covered the importance of building relationships and the journey it takes for organisations to do so. In this final post, we’ll explore the key capabilities and tools an organisation may need to consider when delivering on the mandate of trust.

The tools of trust

Considering the complexities of the modern enterprise, we’ll explore the tools of trust in three key areas: Customer Experience; Transparency, Clarity and Control; Governance and Security.

Customer Experience: This is the ability to listen, respect and respond to customers by delivering unparalleled experiences in each moment through personalisation at scale. Achieving this will help us deliver key trust dimensions such as Transparency, Integrity, Empathy & Accountability, and the key capabilities you will need to consider as part of your tool kit would include:

• Content velocity. Governed AI/auto driven workflows to produce and manage creative, content and assets for hyper-personalised experiences across all touchpoints. Here, a cloud-first mindset will help ensure higher ROI and increased agility. This will produce content at scale, potentially down to a 1:1 level, where regulations allow.
• Real-time, actionable profile. This would include privacy-centric data capture, management and event handling across all channels. A real-time unified profile powered by a real-time identity graph. Advanced segmentation, along with collaboration and activation capabilities, all governed by centralised and automated policies. This will produce a truly in the moment view of your customer with the readiness to action.
• Journey Optimisation. This brings content and data harmoniously together at the right moments to deliver real-time, AI-driven, yet human-centric, 1:1 optimised customer journeys. This will deliver the content at the right time, in the right channel to the right customer for the best outcome for both the customer and the organisation.

Transparency, Clarity and Control. The ability to unify and simplify the way customers can understand what assets of theirs are accessed and/or leveraged by an organisation and the ability to control use of such assets. Achieving this will help us deliver key trust dimensions such as Transparency, Integrity, Empathy and Accountability, and the key features you will need to consider as part of your tool kit would include:

• Transparency and Control centre: Evolving the concept of 'Consent and Preferences' to include additional, centralised insights, tools and controls for customer visibility and the organisation’s automation.
• Centralised customer request portal: This could support access/delete requests for all global regulatory needs (GDPR, CCPA, etc.)
• Centralised Policy Management: Define, document, enforce and automate regulatory, business and customer consent requirements across all areas of the organisation in a scalable, operationalised way.
• Trust Insights: Measurements embedded across the entire customer journey to produce metrics of trust across various dimensions. This could bring together sources such as behavioural analytics, explicit voice of customer, call centre ‘temperature checks’, reputation research/surveys etc.

Governance and Security. This is the ability to secure and effectively manage the scope within which individuals, groups, business units, regions, partners etc., can access and leverage specific data, content and/or business objects. This will help us deliver key trust dimensions such as Accountability, Competence, Consistency, Dependability & Integrity. Key features you will need to consider as part of your tool kit would include:

• Data security. The ability to ensure encryption, access control, authentication, authorisation, and observability of data.
• An enterprise-grade admin console
• User activity auditing – for governance and accountability needs.
• Centralised Policy Management: The ability to govern content and data, outside of customer requirements, to ensure the right asset is not used for the wrong reason.

The summary of trust

The success of an organisation is becoming more dependent on a solid foundation of trust. Trust is a collaborative effort, a shared responsibility, and requires both executive sponsorship and accountability. To establish trust, we must understand its dimensions and the importance of building and maintaining relationships. Trust is a journey for which every step is an opportunity to connect and empathise, which drives joint success for the customer and the organisation. At Adobe, we believe in providing cutting edge innovations to help organisations build and maintain trust.

For more information, resources and events, please visit business.adobe.com and be sure to download and review the Adobe Trust Report 2022: APAC

Building and maintaining trust between consumers and brands is paramount and, with the emergence of new digital experiences and immersive spaces, like the metaverse, it’s essential to have strong value protocols. Learn more about the metaverse and how you and your customers can thrive in new immersive realities.