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In a dynamic, connected environment where sensitive customer data is highly attractive to hackers and forms the lifeblood of the business, facing a cyber-attack is no longer a case of 'if', but 'when'. Of greater concern is how to minimise the impact on their business and on customer trust.
Businesses must release new, exciting digital experiences and products at higher velocities than ever before to remain relevant and continue to increase their share of wallet in this brave new world which we refer to as the post-digital era. This unprecedented pace of innovation has several unintended consequences, which, if not purposefully addressed, can erode trust and alienate customers.
There are several factors today that can cause serious reputational damage to brands, these range from social media to fake news to cyberattacks. As such companies must have measures in place to minimise the possibility of reputational damage. Brand consistency, which is critical to establishing trust, can provide a layer of brand security for both organisations and their customers.