(L-R) Virginia Lottery’s Lindsay Yowell, Amtrak’s Eliot HamlischIdentifying and avoiding modern trust killers
When trust is broken, the damage is often done not in a major scandal, but in the small, frustrating moments of a poor user experience.
Jess Kessler, head of brand and content marketing, North America at Audible, shared that when things go wrong, Audible builds trust. “We have a playbook that is so customer-obsessed that automatically you can turn a challenge into an opportunity,” she explained.
Beyond a brand’s direct control lies the growing challenge of a chaotic digital landscape, noted Chase’s Griewski. “Fake news is now fake content that looks very real,” she warned. “As marketers, we’re really going to have to take this to the next level in terms of managing our content.”
It can be particularly hard to build trust in the gambling industry, shared Lindsay Yowell, senior brand and advertising manager for the Virginia Lottery. “For me, trust comes from transparency and authenticity,” he shared. “I don’t want people to think that all these games are developed behind closed doors. So, I’m trying to make it so we’re not just a veiled concept. I want to be a part of the community.”
(L-R) New York Times Advertising’s Tusar Barik, ADWEEK’s Kathryn LundstromConverting trust into loyalty and brand preference
So, what is the ultimate return on this difficult investment in trust? According to the panel, it’s the transformation of customers into true brand advocates. This power shift was articulated by Steve McGowan, senior director of U.S. consumer experience at Mondelēz International.
