1.
How trust can make
or break the deal
Sustaining
competitiveness
in a digital age

2.
2Copyright © 2016 Accenture All rights reserved.
In a digitally disrupted world, trust has
become the new currency
Three trends have significantly elevated the importance
of trust in stakeholder and consumer relationships:
1. Digital transformation demands responsible business
conduct, especially around the use of personal data
2. Digital disruption unsettles society, raising
concerns about its impact on everything from
jobs to security
3. A rise in collaborative business models puts
trust at the heart of customer interactions

3.
3Copyright © 2016 Accenture All rights reserved.
The value of data ethics
Companies are now collecting huge
volumes of personal data as they compete on
managing the customer experience.
Failure to adapt to consumer
concerns around ethical data use can:
• Increase costs
• Limit access to new revenue streams
Case in point:
Automotive company Volkswagen saw a 40% decline in its share
price in the weeks following the emissions scandal1
1. Schroders Talking Point, http://www.schroders.co.uk/en/SysGlobalAssets/digital/insights/pdfs/vw-emissions-scandal-death-of-diesel.pdf.

4.
4Copyright © 2016 Accenture All rights reserved.
The good news: Customer trust runs both ways
Trust-building approaches to personal data can drive
quantifiable business value
of business leaders from products* companies believe addressing
concerns over data usage gives them an opportunity to fuel new
growth and enhance long-term loyalty
Shopkick
An app that allows customers
to voluntarily share location data
in return for tailored offers and
discounts in real time
John Deere
The farm equipment giant uses
sensors in its equipment to collect
data on farmer’s activities—and
offers insight on improving crop
yield in return
WHO’S DOING IT RIGHT?
86%
* Defined as automotive, consumer goods and services, industrial equipment, logistics and distribution, tourism and transportation

5.
5Copyright © 2016 Accenture All rights reserved.
Trust: Value beyond the bottom line
Businesses that quantify and articulate the impact of digital
technologies’ use on society will:
• Help protect their future license to operate
• Offer new ways to align societal objectives with market forces
Accenture Strategy analysis shows that in
the United Kingdom, digital transformation
of consumer industries could realize the
equivalent of around US$247 billion
(GBP£185 billion) by 2025.
The potential value is significant:

6.
6Copyright © 2016 Accenture All rights reserved.
How can businesses
address the risks and
opportunities of digital trust?
Copyright © 2016 Accenture All rights reserved. 6

7.
7Copyright © 2016 Accenture All rights reserved.
Three ways to build trust
1. Activate the
trust detector
If companies
thoroughly understand
those areas where
trust is critical, they
can invest the right
management time
and resources
2. Bake in trust
transparency
Companies must
understand how more
sustainable products
and services can deliver
better financial returns,
and take action to
achieve transparent
digital innovations
3. Champion trust
accountability
By tackling the
disruptive elements
of digital technologies
head-on, business
leaders can help restore
trust and engage a wide
range of stakeholders in
the process
The key is translating trust into tangible economic value

8.
8Copyright © 2016 Accenture All rights reserved.
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