Building Consumer Trust in the Age of Accountability

  Rassegna Stampa, Social
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Jessica Stone, head of brand partnerships, hotels, airlines, and QSR for Tripadvisor, pointed out that today’s customers understand that if they want personalization, they have to be willing to give something in return.

“We’re in the business of making you feel like a fully informed traveler. So, we’re going to ask: Did you book this hotel? And if you did, cool, then here are some things to do and here are some restaurants,” Stone said. “They come to our ecosystem seeking that personalization, but it is a little bit of a barter.”

(L-R) WPP Media’s Gonzalo Del Fa, ADWEEK’s Will Lee

The humans behind the metrics

It can be hard—and sometimes inconvenient—to devote energy toward building brand trust since it takes a long period of time to see results, shared Brad Hiranaga, SVP, global brand, experience, and design at Marriott International.

“Stewarding brands and being the culture carrier for them and building that trust and respect for all the different customers you serve is becoming somewhat of a lost art for people because everything is so short-term focused,” Hiranaga said. “I think it’s often easy to jump in on cultural moments that you have no business being on. You might get a shot for a day, but then the downside of that is if you say something inappropriate or insensitive, that is going to stick with you for longer.”

Beyond understanding which conversations you belong in as a brand, it’s also imperative to realize that your customers are multidimensional, explained Del Fa.

“It’s not about age; it’s about where you are in your life stage. It’s not about income; it’s how much money you might spend on something,” said Del Fa.” So I think we need to change the ‘old-fashioned metrics.’”

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