There's still a dangerous disconnect between what the user values and what organizations focus on. This has created a breeding ground for distrust and concern that often goes unchecked or completely overlooked by many business leaders today.
What's scary is that this trust deficit is getting wider and wider. And as we dive deeper into digital transformation and collect more valuable personal data, most organizations are clearly losing the battle. Ask any expert about the greatest existential challenge facing organizations and I guarantee they'll point to the business value of digital trust.
But there's good news. The same tools, technologies, and methods that have derailed public trust have the potential to strengthen digital trust and transformation. That is, the degree of trust, transparency, and collaboration across business silos can either destroy your business or stimulate peak innovation potential and endless revenue growth.
Avoiding that former, much darker side of transformation will force you to become very intentional about culture. If you want to get on the right side of the trust gap, you gotta bring consumers, members, and staff along the journey of change, especially as innovation becomes more embedded in our operations and user engagements.
You'll have to become very intentional about culture change to avoid that darker side of transformation. This means bringing consumers, members, and staff along the journey–whether it's creating simple microlearning opportunities or adopting a shared data strategy to spread the wealth of knowledge and information. At the core, the pillars of digital trust and transformation tie back to relationship-building, mutual understanding, and other basic human fabrics.
These fundamental human elements seem to be behind the tides of change. Hiding in plain sight at every turn.