Drive to Trust Star #drivetotrust

Drive to Trust:

A Rare Opportunity to Build Competitiveness (and Profit)

 

Drive to Trust shows firms how to build trust at scale. Trusted firms grow their social and business impact more consistently and sustainably.

See the video trailer

Drive to Trust is CSRA’s new initiative for partnering with firms to build trust with customers, employees and others by breaking many rules in social media and marketing. It’s a rare chance for firms to change the game because employee trust means more innovation faster. Customer trust means higher lifetime value and lower churn. Trust moves all kinds of revenue and cost levers.


Need for Trust #drivetotrustThe Need for Trust—Most businesses don’t realize that they are using processes and policies that discourage people from trusting them. This hurts business because it encourages customers, employees, business partners and others to have transactional relationships. Learn more about the Need for Trust

Drive to Trust #drivetotrustThe Drive to Trust—Drive to Trust is an accelerated program that shows partners how to use experiential social media to activate the Trust Business Chain Reaction, which shows how trust monetizes. More on the Drive to Trust and how it works…

Drive to trust: partner characteristicsSupporting Trust—People often ask what kinds of firms make good partners, so they can refer potential partners more easily. Here are some patterns to look for plus a couple lists that help to recognize likely candidates. More on Supporting Trust

Trust Deep Dive—Most executives think trust is nice, but they don’t trust it! I appreciate this because I discovered the power of trust accidentally while analyzing large sets of digital social data. Trust impacts people way more than firms appreciate, so it’s an opportunity to disrupt. Learn more at Trust Deep Dive

 

The Need for Trust

Need for Trust #drivetotrustWhile practicing and refining experiential social media for a decade, I’ve developed a repeatable, efficient way to build trust at scale. Trust building in digital public is a new powerful, authentic way to strengthen businesses because it harmonizes with the digital empowerment of the people who are most important to firms—customers, employees, business partners, regulators, government officials, and their influencers. Trust building is the heart of successful initiatives in employee engagementcustomer experience and customer success. I built the Social Channel App to explain why and how digital trust building works.

Trust builds strong businesses because people want to buy from them, to work with them, to support them. That means they have lower churn, less price/pay sensitivity, greater lifetime value, and many more good things. To earn such a prize, though, most firms have to make significant changes in how they relate to people, so people can trust them.

Most businesses don’t realize that their processes and policies discourage people from trusting them. To fix this, you can’t ask or coerce people to trust you—you have to trust them and give them the data that all people use to adjust their trust meters. I’ve discovered what that data is and how to use it to help people trust firms. This is the focus of experiential social media.

The stakes are huge. Gartner calls customer experience the final frontier of competitive advantage, but firms leave most of the money on the table by grounding their CX initiatives in traditional marketing, service and promotions that encourage people to mistrust them. When you show people that you trust them through your actions in digital public, all of their feelings about you change, and their relationships with you shift from transactional to trusted. It is very hard for competitors to take away a trusted customer or employee from you.

I am well along to proving that trust-building outperforms traditional promotion-led social media, and Drive to Trust will take us further along. The USI case study tested experiential social media, and results show that ecommerce results increase significantly when social media teams trust and support people online without promoting the brand. People buy more when you don’t push them to buy. Pushy selling kills trust.

Think about that a minute. Selling is a sacred cow of business, but I’ve learned that helping people in digital public drives revenue more than promoting products and brands in social media. Very simply, Serve, Don’t Sell. How you serve people shows who you are better than talking about it. You can drill down in Trust Deep Dive.

 

Drive to Trust

Drive to Trust: How It Works #drivetotrust

Drive to Trust gives firms in diverse industries the chance to build trust with experiential social media in an accelerated program while measuring results quantitatively. Partner firms will learn how to activate the Trust Business Chain Reaction, which strengthens competitiveness and profit (or other business outcomes). When firms learn that they can be more competitive and profitable by serving people in digital public, the world will change for the better. That’s Drive to Trust’s mission. And, although Drive to Trust has immense social benefits, it also builds stronger, more resilient, more profitable organizations and communities.

When firms see the quantitative results of trust-led interaction and relationships, they can use their knowledge to improve the business results of their existing social media, marketing and sales.

How It Works

  • One partner per business segment can participate. CSRA’s aim is to prove that trust building has strong results for any commercial, nonprofit or government business (that involves people ;^).
  • Each partner firm will work with CSRA on an experiential social media strategy that will recommend several pilots. CSRA will conduct the strategy with support from each partner.
  • Then we’ll build a team with partner and CSRA people to conduct an experiential social media pilot. Each pilot’s results will be quantitatively and qualitatively measured by experiential trust metrics and by its impact on traditional business outcomes (like USI’s ecommerce results).
  • During pilots, CSRA team members will mentor partner teams on experiential interactions as well as state-of-the-art social media operations that boost efficiency.
  • Then CSRA and partners will talk about results publicly to get the word out about the power of trust at scale. We’ll talk about the impact inside and outside each partner firm. Of course, partners will not have to disclose proprietary information, but the goal is to share results as openly as possible.
  • Partners will be recognized for developing trust by their public actions, not mere PR style accolades.
  • Partners will have the knowledge and tools to continue building experiential after the pilot.

What Each Partner Needs

  • During the strategy, CSRA will conduct ethnographic research of social media to develop behavioral insights into partner firms’ most important people (customers, employees, channel, etc.). Partner sponsor executives will need to collaborate with CSRA to verify results.
  • During the pilots, each partner will need to contribute 2-4 part-time team members or equivalents to form an experiential team with CSRA teams. Partner team members can be chunked into small volunteer roles to maximize mentoring and minimize time away from their regular roles. Each pilot will require a part-time manager and champion who will also participate in reporting calls or meetings to discuss results.
  • Partners can maximize mentoring benefits if they have a private social network available, but this is not required.
  • Partners will champion Drive to Trust and support CSRA in creating case studies and in discussing results with interested parties. They will also get their own versions of the case studies.

CSRA is supporting Drive to Trust by offering its services at a special rate.

 

Supporting Drive to Trust

Who in the World?..

Drive to trust: partner characteristicsMany people ask me who makes a good partner for Drive to Trust. The answer isn’t obvious because literally any firm can improve productivity and profit by increasing trust. That said, the best potential partners tend to face these challenges or have these characteristics:

Challenges of Drive to Trust Partners

Some of the best potential partners don’t know they have a trust problem, but they struggle with low-trust business challenges, which are really symptoms of transactional relationships. They need a system to treat the root cause of these challenges:

  • High churn and promotional costs.
  • Low share of wallet and low customer lifetime value.
  • High service and return costs.
  • Negative customer and employee reviews.
  • High employee turnover and training costs.

Characteristics of Drive to Trust Partners

Some firms and their leaders make good partners because their cultures and missions resonate with building trust and caring for people. They need an approach to magnify their missions and cultures. Their leaders tend to:

  • Think about the impact of relationship and/or trust on their businesses (B2B, healthcare, financial services, law, professional services).
  • Have (or have had) direct customer/member/constituent contact (retail, ecommerce, government).
  • Be more oriented to people, less to promotion.
  • Be big picture people, think long-term, strategically.
  • Like doing new things, pioneering, blazing their own trails (startups, entrepreneurs).
  • Be in turnaround situations; not business as usual.
  • Be in serving organizations (nonprofits, government).

How to Support Drive to Trust

  • If you know a person or a firm that might be a good partner, please share this page using the sharing icons at the bottom of this page. The green one far right has many more options.
  • If you’d like to explore being a partner, I’d be glad to share more about Drive to Trust with you in person, via video or phone call. Contact me to learn more.
  • I also invite questions in comments below. Thanks in advance for your interest and support!

If you like what we’re doing, tell people about us. Use the sharing icons below, or just share our URL anywhere, anytime => https://drivetotrust.org

 

How Trust Works (Diving Deeper)

In Drive to Trust’s first video trailer, I share the entire concept in less than four minutes Here’s the gist (print). Speaking of print, here on rollyson.net, my posts have increasingly focused on trust during the past couple years as my findings from ethnographic research consistently showed its breakthrough importance. Here is a select list:

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