3 Ways to Build Customer Trust Through Technology
Accessibility, convenience, and functionality all play a role in how much a customer can trust a company. Incorporating the latest technology trends to improve these three areas of your service can help increase trust among a consumer base.
The first place someone looks for information regarding a service or product is the website. If there is no website, customers may question the authenticity or legitimacy of the brand. While having a website is the starting point, it should be a tool that customers and clients can easily navigate and are aesthetically pleasing. The only thing worse than not having a website is having a website that overwhelms the reader and leads them to exit before inquiring about the service or product.
Eliminate friction points or any barriers that could get in the way of a positive experience. Navigation on a website is a vital piece to building trust with a customer. If they can’t find what they are looking for, they will leave the website and not give the brand a second look. Functionality on mobile apps is also more important than ever. In fact, 50% of all B2B inquiries are made through smartphones.1 Having a mobile app that works without a hitch will grow trust and increase interaction with a customer. Lastly, security within technology is one of the top factors in gaining trust among customers. Although, there’s a fine line. Password requirements should be secure but not impossible to remember.
The website should add value to the customer’s experience beyond just providing information. It can provide a consumer access to customer service representatives or even team members directly involved in your service offerings.
With mobile usage up 10 percent over the last year,2 it’s important that access is also available through a mobile app. It should have a similar interface as the website, so a customer knows they are working with the same company whether they are on their desktop, tablet, or phone. In addition, many customers want to know they are talking to a real person when trying to problem-solve. Companies who put faces to names and have biographies about key team members add a personal touch and helps the customer feel closer to the company, service, or product.
Online chatbots or scheduling services after hours – many people handle their business after work hours, so if your team members aren’t available after five, provide a chatbot or online and mobile scheduling option. This allows customers the convenience of getting things done on their own time. Trust and also be built around communication. Providing a variety of options for a customer to connect with the company or customer service department provides the convenience of allowing them to choose what works best for them. Whatever the form of communication, timely responses are key for maintaining trust. Set the expectations for each platform and then make sure you respond within those time limits.
Every company relies on the email addresses they collect through logins to market to their customers. Provide the customers what they need and don’t abuse their information. Sending multiple emails per day or week can lead to losing customers and losing their trust. Show the customer that you care about providing them more value, not just making another sale.
The details matter when building trust. Fine-tuning the technology, communication methods and digital brand created online can make a huge difference between a company and their competitors.