Monday, 25 October 2010

Trustability - why it's the key to success

Trustability - up until Thursday last week this was not a word in my vocabulary. Of course I know what trust is, I understand the concept of being trusted, but I had never heard the word trustability.

If it sounds like some sort of made-up American word, that might be because the person I heard use it was Don Pepper, an American. But what is not made up, what is very real and really resonates, is the concept of trustability, or being seen as trusted.

Why is trustability important?

Don believes with the speed that information now travels, the key factor in the success of your business/brand will be trust. Social media, or even the Internet as a whole, is a conversation, and you cannot control a conversation.  All you can do is participate in that conversation, and in order to do that effectively you need trustability.

What are Don Pepper's key requirements for trust?

Intention and competence.  He says: "earning trust often requires short term loss for long term gain." The problem is short-termism rules most companies.

Don gave a great example of his recent experience on Amazon.  He read an article about a book, so being a regular Amazon user with an account, he quickly purchased said book. However, a little warning box popped up and said "you've already purchased this book in past, are you sure you want to buy it again." Don was amazed, here is a company actually turning down a sale because they don't want you to buy the same book twice by accident. It's more important that you trust amazon and keep coming back.  Amazon recognise the importance of earning your long term loyalty.

Where can I find out more?

If like me, the concept of trustability really resonates, you can find out more my clicking on the links below, after all these are Don Pepper's ideas, not mine!


Don Pepper's company: Peppers and Rogers Group
Don Pepper's twitter account
Don Pepper was speaking at the Chartered Institute of Marketing's Annual Meeting.

Tuesday, 12 October 2010

Updating your company's website

In the past two days, two people have suggested two new pieces of content for our corporate website. One asked for a 'sign up to our newsletter' button. The other wanted a new page to publicise our events. I was able to add both to the website on the day I was asked. I won't say 'quickly and easily' because if you've ever used our content management system you'll know that's a lie. But I added this new content and functionality to the website on the day I was asked and emailed round the team to let them know.

Can you do that with your company website? I don't mean can you personally update it, but do you as an organisation have the ability to update your own website? Is there someone you can ask to add a quick button or page, to update some information, to upload a new image?

I ask because I've been shocked by how many company's don't have that ability. From enormous FTSE 100 companies through to one-man-in-his-garage, we work with a huge spectrum of clients, and so many of them can't make a quick change to their own website.

I have heard it all:
  • The are only four times a year when we can request changes to our website content.
  • Our IT team are based in France/South Africa/India (delete as appropriate) and are super busy/ not very responsive/ take a minimum of 2 weeks to do anything.
  • Our website was originally set up by a company who have gone into liquidation, so we're currently unsure what is going to happen.
But are your customers/members going to understand? Will they think:
 "I can't find what I'm looking for, but perhaps they're only able to update their website four times a year. I'll come back in three months time."

"I heard they were hosting an event, but I can't find anything about it on their website, I'll give them a call and check."

No of course not.

People often compare a website to a shop window. What use is a shop window where you can't change what's on display? If you don't have control of your website content, if you're not able to move quickly and make changes, then how can you expect to have any control on the results?