Trust - A strategic tool for the management of customer data

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Thom. Poole

Presentation to the ETDC - July 2004

Business Technologie

Trust! a strategic tool in the management of customer data Thom Poole Head of Portal Customer Interaction

Trust! A strategic tool for the management of customer data Thom Poole July 2004

agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],INTRODUCTION

Thom Poole ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],INTRODUCTION

commercial environment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],INTRODUCTION

data privacy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 © Thom Poole 2004

data privacy ,[object Object],[object Object],[object Object],[object Object],[object Object],DATA PRIVACY

data privacy – noise! Remember this? A linear model of communication (based on Schramm (1995) and Shannon & Weaver (1962) – from Fill (1999)) DATA PRIVACY

data privacy – the spam debate ,[object Object],[object Object],[object Object],Results of an online survey by the Marketing Society, 2003 DATA PRIVACY

friendship = trust ,[object Object],[object Object],© Thom Poole 2004 2

friendship = trust ,[object Object],[object Object],[object Object],Trust-focused value chain (adapted from Porter, 1998) TRUST

asymmetric information flow Spremann, 2001 TRUST

trust in marketing ,[object Object],[object Object],3 © Thom Poole 20034

trust in marketing ,[object Object],[object Object],[object Object],TRUST IN MARKETING

trust in marketing, cont… ,[object Object],[object Object],Niall FitzGerald, Chairman of Unilever at the Advertising Association, May 2001

trust in marketing, cont… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Nakra, 2001) TRUST IN MARKETING

trust in marketing – trusted brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TRUST IN MARKETING

trust in account management ,[object Object],[object Object],4 © Thom Poole 2004

trust in b2b account management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Joanne Lynch & Leslie de Chernatony, 2003

ethical account management ,[object Object],[object Object],[object Object],[object Object],[object Object],TRUST IN ACCOUNT MANAGEMENT

procurement behaviour low high high procurement skills business skills butterfly buyers strategic purchasing professionals order takers rottweiler buyers buy on value buy on cost buy on price TRUST IN ACCOUNT MANAGEMENT

the competitive advantage of trust ,[object Object],[object Object],5 © Thom Poole 2004

the marketing art of the opt-in ,[object Object],[object Object],[object Object],[object Object],COMPETITIVE ADVANTAGE

getting your nose in front … COMPETITIVE ADVANTAGE

… but so is everyone else! COMPETITIVE ADVANTAGE

local advantage COMPETITIVE ADVANTAGE local customers employees local competitors

summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SUMMARY

Thom Poole Head of Portal Customer Interaction [email_address] adding value to your strategic partnerships © Thom Poole 2004 All rights reserved thank you

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Trust - A strategic tool for the management of customer data

1. Trust! a strategic tool in the management of customer data Thom Poole Head of Portal Customer Interaction

2. Trust! A strategic tool for the management of customer data Thom Poole July 2004

10.

11. data privacy – noise! Remember this? A linear model of communication (based on Schramm (1995) and Shannon & Weaver (1962) – from Fill (1999)) DATA PRIVACY

12.

13.

14.

15. trust lifecycle TRUST trust 0 time

16. asymmetric information flow Spremann, 2001 TRUST

17.

18.

19.

20.

21.

22.

23.

24.

25. procurement behaviour low high high procurement skills business skills butterfly buyers strategic purchasing professionals order takers rottweiler buyers buy on value buy on cost buy on price TRUST IN ACCOUNT MANAGEMENT

26.

27.

28. getting your nose in front … COMPETITIVE ADVANTAGE

29. … but so is everyone else! COMPETITIVE ADVANTAGE

30. local advantage COMPETITIVE ADVANTAGE local customers employees local competitors

31. work quality COMPETITIVE ADVANTAGE

33.