TRUST BASED MARKETING OR THEORY T -- THE TRUST IMPERATIVE. Professor Glen L. Urban November 7, 2002 ebusiness Conference
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1 TRUST BASED MARKETING OR THEORY T -- THE TRUST IMPERATIVE Professor Glen L. Urban November 7, 2002 ebusiness Conference
2 AGENDA Growth of Customer Power Push Versus Trust Strategy Concept of Trust Based Marketing Trusted Advisor Market Experimentation Listening In for Product Opportunities Paradigm Shift or Special Case
3 CUSTOMER POWER Growing Internet Driven More Information More Options Simpler Transactions
4 AUTOS Autobytel Carpoint Cars Direct 70% go to Web, now 6% Buy Price lower -- $450 Power of Information costs, margin Less time involved/higher Satisfaction Less Effective Negotiators Gain Most Special Internet Sales Person
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6 TRAVEL New Intermediaries 15% of all tickets Travelocity Expedia Orbitz E tickets Most Airlines pay 0% commission Travel agents fail 2000 this year Small Business Gain Expedia/Travelocity market cap greater than American/United
7 OTHER INDUSTRIES Health (DTC, WebMD, Community) B2B Auctions Finance Stock Trading (etrade) Insurance (Progressive) Mortgages (Lending Tree, Credit Unions)
8 STRATEGIC CHOICE PUSH OR PARTNER Push model TV media Promotion Torment Your Customers -- HBR Trust Advocate Honest/open/full info Relationship
9 TRUST BASED MARKETING Belief -- Confidence -- Reliance -- Trust Trust Building Process Good Marketing Consultative Selling Relationship Branding Private Bank Pharmacist
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14 TRUST RULES It is based on results - demonstrate you work in customer s interest It is difficult to earn and easy to lose trust busters All functions must be trust generators from marketing to distribution to production
15 WHY TRUST NOW Customer Power Up Media Power Down Internet Enables Trust Building Long Run not Short Term Numbers Ethics the right way to deal with customers
16 YOUR INDUSTRIES CUSTOMER POWER? ROLE OF TRUST GROWING?
17 THEORY X McGREGOR 1965 ORGANIZATIONS Dislike work Must control Prefer to be directed Avoid responsibility IMPLICATIONS Authority/Power Threat/Punishment MARKETING Dislike Decisions Must coerce Prefer to be directed Avoid Decision Responsibility IMPLICATIONS Push Promotion One Sided Advertising
18 THEORY Y OR THEORY T MARKETING ORGANIZATION Work is natural Will exercise self direction Commitment is based on ego satisfaction Seek and accept responsibility Imagination, Ingenuity, Creativity IMPLICATIONS Participation Management by Objectives MARKETING Decision making is natural CustomersWant Control Buying Commitment is based on ego satisfaction Customers seek decision responsibility Imagination, Ingenuity, creativity IMPLICATIONS Trust Based Marketing Advocate for Customers
19 INTERNET ENABLES TRUST Elements Site Advisors New Product Design Multi Channel Integration Large Empirical Study Trucktown and Experimentation Virtual Engineer
20 Trust in Web Internet Site Process Trust in Information Data Community GUI Trust in Advice Trust in Fulfillment
21 WEB SITES EXAMINED! Auto kbb.com carpoint.com carsdirect.com! Finance etrade.com marketwatch.com schwab.com! Computers dell.com microsoft.com softseek.com! Sport nba.com sportsline.com nike.com! Travel aa.com travelocity.com cheaptickets.com! E-tailers amazon.com cdnow.com proflowers.com! Community ancestry.com foodtv.com ebay.com! Portals aol.com lycos.com webmd.com
22 CORRELATES OF TRUST 100 cues 25 Sites 6,800 respondents 9 Factors Importance - all significant Navigation.45 Brand.35 Advice.34 Privacy/Security.30 No Errors.29 Touch and Feel.28 Fulfillment.11* Community.10 Trust Seals.03
23 ALL CHANNELS Privacy/Security Protection/Data in store No Errors Total Quality Brand Common in all communication Friendly Staff Training Advice sales staff/tele marketing Navigation Layout find what you want Fulfillment Logistics Trust Seals guarantees/partners Do a Trust Audit
24 TRUST BASED ADVISOR Internet Enabled Advice like best person Design/Session -- Trucktown Market research Alternative Advisors
25 Figure 3A. Overall Architecture
26 Figure 3B. Meet the Mayor
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28 Figure 4. Mechanic Introduction
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30 Figure 5. Advisor Dialogue
31 Figure 6. Constant Sum Preferences
32 Figure 7A. Personal Showroom
33 Figure 7B. Information Options
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35 MARKET RESEARCH: Advisor Evaluation 1) 78.4% Agree that overall site is trustworthy. 2) 82.4% Trust the advisor. 3) 87.7% would consider buying one of the recommended trucks on internet. 4) Would be willing to pay $100 more in price for search.
36 IMPLEMENTATION OF ADVISORS Several Approaches Forrester says 23 million homes will use advisors by % of finance firms plan to implement advisors
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41 Orbitz AI Price Search
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46 CREDIT UNION RESULTS Mortgages up 60% Satisfaction up 95% recommend to friend Loan Officer productivity 2X Training telemarketing All on same page Direct $750,000/yr added profit
47 ADAPTIVE EXPERIMENTATION Experiment find impact in market Update Response Model Design New Experiment Update Response Model Learning / Continuing Improvement find payoff
48 TEST CASE Intel Project Download Site save $25 for every download done without call or visit Test / Control Design Pre / Post Measure
49 MEASUREMENT Pre Measure Treatment Post Measures Click Stream Survey - Attitude Satisfaction Trust Success 20% Visitors to Each Test Click Stream Survey - Attitude Satisfaction Trust Success
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51 Characteristics of Web Site Trust Action Individual Characteristics
52 RESULTS Success Up ease of use up 10% Increase in on line down loads Save $10 million per year ($25 per call and 1 million visitors per month) Wizard in field test
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55 FUTURE EXPERIMENTS Persona animation and voice out Free context in voice & animation out Voice In and Voice Out
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57 BUILDING THE BEST PRODUCTS Existing Methods Partner with Customers Listen to Dialogue with Advisor Virtual Engineer Design Pallet
58 NEED OPPORTUNITY CRITERIA Have Good Existing Product if Utility Up After Each Question If Utility for Most Preferred Alternative Drops After a Question Unmet Need Look at Utility Profile to trigger virtual engineer
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62 USER SOLUTIONS Virtual Engineer Gives Requirements Engineering Designs Solution Can Users Provide Solution Content as Well as Needs Design Pallet
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69 APPLICATION Pickup Trucks August User Sessions Harris Interactive Panel Advisor/Virtual Engineer/Design Pallet Session 30 Minutes Evaluative Questionnaire
70 Opportunity Small truck that can tow heavy loads (13%) Large truck that is maneuverable (26%)
71 VIRTUAL ENGINEER Evaluative 88% Easy to Answer 77% Reflected My Needs
72 High Maneuverability vs. Full Truck (26%) Reasons: Tight parking 58% U-turn 26% Frequent city 66% Driving Traffic jam 28% Large payload 50% Large passenger Capacity 73% Style 39%
73 Towing Ability vs. Compact Truck (13%) Reasons: Small trailer (4500lbs) 59% Boat trailer (6000lbs) 27% Jet Ski (1000lbs) 12% Big trailer (8500lbs) 4% Fuel Economy 87% Low price 54% Easy Maneuver 43% Style 26% Tight parking 22%
74 HOW MUCH TRUST? PUSH/SELL TRUST BUILDING FULLY TRUST BASED
75 MARKETING ELEMENTS Sales Approach Products Offered Information Advertising Price Service Time Frame
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77 TRUST BASED STRATEGY -- SUMMARY Best Products Encourage Comparison Mutual Win Partner with Customer Equals not Us to Them-- Collaborate
78 BENEFITS OF TBS Get out of price only competition Relationship Franchise/Loyalty Value Based Pricing -- Belief Sales Commitments -- Confidence Cross selling Sales Growth Replicate/Leverage best sales person Reach new segment/global expansion
79 PARADIGM SHIFT? Internet Enables Tools available Evidence Building Use and Payoff Turbulent Times Demand It
80 PUSH
81 SIX STEPS ALONG THE ROAD TO A TRUST BASDED STRATEGY 1. Maximize trust cues on your site and all channels market experiments 2. Use advisor technology 3. Provide unbiased and complete information 4. Include competitive products 5. Keep your promise 6. Build the Best Products
82 CORPORATE IMPLICATIONS Product Design Selling Communication Pricing Distribution Production/service Finance HR Coherence
83 CONCLUSION Trust - Big Potential Growth and Profit A Foundation for Growth and Profit in Turbulent Times Paradigm Shift THEORY T CEO Leadership cultural change required THE TRUST IMPERATIVE
THEORY T THE TRUST IMPERATIVE. Professor Glen L. Urban May 20, 2003 Center for ebusiness Annual Conference
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