Endgame trust presentation march 2010 final with script
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Endgame trust presentation march 2010 final with script
- 1. The trust trap Rebuilding trust in the aftermath of the GFC March/April 2010
- 2. Escaping the trap 2
- 3. A multi-pronged research approach underpins our findings 3
- 4. IN THEIR OWN WORDS... 4
- 5. Ingredients of trust 5
- 6. Trust me Implicit Reliance on another person or entity. Having faith in others and believing them. Explicit A belief or confidence in the honesty, integrity, reliability of a product, service, brand or person 6
- 7. We’re hardwired to trust Physical touch We trust people who are similar to us Oxytocin Transitive trust Illusion of personal invulnerability Unrealistic optimism 7
- 8. The 4 ingredients of trust combine head with heart Rational Emotional 8
- 9. The most trusted brands in Australia Free from scandal • Reliable • Safe • Deliver on promises 9 Readers Digest Magazine 2009
- 10. Cluster analysis revealed four groups of trust factors 10 Investment Trends Pty. Ltd March 2010 Trust Mini Report
- 11. Open about fees, reliable, tenure and real people 11 Investment Trends Pty. Ltd March 2010 Trust Mini Report
- 12. Reliability is king 12 Investment Trends Pty. Ltd March 2010 Trust Mini Report
- 13. Those who cited “they understand my specific needs” as the main factor for trust generally had a higher income 13 Investment Trends Pty. Ltd March 2010 Trust Mini Report
- 14. Big v small 14
- 15. Simplicity and transparency – the dominant trends driving consumption 15
- 16. Who cares? 16
- 17. Because it hits the bottom line Refused to buy their products/services Chose to buy their products/services Criticised them to a friend or colleague Recommended them to a friend or colleague Paid a premium for their products/services Shared negative company opinions/experiences online Shared positive company opinions/experiences online Sold shares Bought shares 2010 Edelman Trust Barometer 17
- 18. Because the world has changed U.S 2006 U.S 2010 2010 Edelman Trust Barometer 18
- 19. Because it’s out-pacing performance 19 Investment Trends 2009 Investor/Member Communications and Retention Report
- 20. Because it’s the new criteria for choice Investment Trends 2009 Advice and Limited Advice Report 20
- 21. Because investors will leave 21 Investment Trends 2009 Investor/Member Communications and Retention Report
- 22. Our report card 22
- 23. Financial services companies have a job do to 23 2010 Edelman Trust Barometer
- 24. Let me check with the bartender before I invest 24 Readers Digest: Australia's Most Trusted People 2009
- 25. Trust has eroded further, despite market gains 25 Investment Trends 2009 Investor/Member Communications and Retention Report
- 27. Using advisers as sounding boards26 Investment Trends 2009 Investor/Member Communications and Retention Report
- 28. Trust differs across generations 27 Investment Trends 2009 Investor/Member Communications and Retention Report
- 29. Younger people trust more... 66% 53% 59% 40% 56% 33% 30% 39% 28 (Same for both age groups) 2010 Edelman Trust Barometer
- 30. ...and not just their Facebook friends 29 Investment Trends Pty. Ltd March 2010 Trust Mini Report
- 31. IN THEIR OWN WORDS... 30
- 32. Our trust campaigns 31
- 33. From big to more
- 36. Trust 101
- 37. But do people believe us? 36 Investment Trends Pty. Ltd March 2010 Trust Mini Report
- 38. Lessons from mouthwash 37
- 39. Confidence and speed 38
- 40. Public responsibility as part of a company’s DNA 39
- 41. Top 5 strategies to rebuild trust 40
- 42. Top 5 strategies to rebuild trust 41
- 43. 1. Embrace the new stakeholder world NOW Create companies that are economically, ethically and socially sustainable THEN Create wealth for shareholders 42 Adapted from Harvard Business Review June 2009
- 44. 1. Embrace the new stakeholder world 43 2010 Edelman Trust Barometer
- 45. 1. Embrace the new stakeholder world 44
- 46. 2. Advocate a transparency culture 45 Adapted from Harvard Business Review June 2009
- 47. 3. Make communications and customer service count 46 2010 Edelman Trust Barometer
- 53. No spin or marketing fluff47
- 54. 4. Listen to engage 48
- 55. 4. Listen to engage – the Bell Direct model 49
- 56. 5. Use multiple information sources How many times in general do you need to hear something about a specific company to believe that the information is likely to be true? 7% 6% 5% 16% 6% 25% 60% 35% 50 2010 Edelman Trust Barometer
- 57. The wisdom OF brandING... 51
- 58. The trust trap Rebuilding trust in the aftermath of the GFC March/April 2010