reputation in financial services trust presentation
DESCRIPTION
Key note presentation given at the Reputation in Financial Services Conference, London, 22nd June.TRANSCRIPT
© Justin Basini 04/08/2023 1
by Justin [email protected]
07786548395www.blog.basini.com
www.basini.comProprietary and Confidential – all rights reserved © Justin Basini
© Justin Basini 04/08/2023 2
Source: Trust and Distrust in Society, Markova, Linell, Gillespie (2008)
Macro-social trust
Micro-social trust
Primary (taken for granted) trust
Reflective Trust
Basic trust (ontological)
Context-dependent(context specific) trust
A priori generalised trust
Inner dialogicality
Self-confidence / self-doubt
Third parties
Conceptual trust
Co-operation
Conceptual trustAuditing
Machiavellian strategies
Conceptual trustPre-conceptual trust
Psychosocial feeling
Pre-conceptual trust
Social cohesion
In group solidarity
Local communities
Emotional interdependencePsychosocial feeling
Pre-conceptual trust
Proprietary and Confidential – all rights reserved
© Justin Basini 04/08/2023 3
© Justin Basini 04/08/2023Reputation in Financial Services 4
A trusts B to do X
(where X carries some risk)
© Justin Basini 04/08/2023 5Reputation in Financial Services
Buyer trusts Seller
to deliver Benefit
(where the Benefit carries some risk)
© Justin Basini 04/08/2023 6Reputation in Financial Services
Buyer trusts Seller
to deliver Benefit
Brands matter economically because they reduce
transaction costs
© Justin Basini 04/08/2023 7
© Justin Basini 04/08/2023 8
1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 20090%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%DOCTORS
TEACHERS
POLICE
CIVIL SERVANTS
BUSINESS LEADERS
POLTICIANS
BANKERS
Do you generally trust them? IPSOS MORI UK study 1993 - 2009
© Justin Basini 04/08/2023 9
BONDED TRUST
AFFECTIVE TRUST
FUNCTIONAL TRUST
-High critical engagement-Ebb and flow of relationships-Psychologically damaging if broken-High risk, high reward
- Most competitive, lots of entities trying to build trust at this level
- Most tension because active and constant
- Easily changed and modified
- Low critical engagement- “Trust & forget”- Implicit trust based on the
assumptions of the “way the world works”
- Even when challenged repairs
Marriage
Parent-child
Brands
Politicians
Natural World
Infrastructure
EXAMPLESCHARACTERISTICS
© Justin Basini 04/08/2023 10
Financial Services brands are trusted to do the FUNCTIONAL ONLY
(but actively distrusted on the AFFECTIVE LEVEL
of trust)
© Justin Basini 04/08/2023 11Reputation in Financial Services
© Justin Basini 04/08/2023 12Reputation in Financial Services
MARKETING FOCUSES ON THE
TRUST BUILDING IS ABOUT MANAGING
RISKBENEFIT RISK
© Justin Basini 04/08/2023 13Reputation in Financial Services
MISTAKE
CRISIS
CONSPIRACY
INCOMPETENCE
© Justin Basini 04/08/2023 14Reputation in Financial Services
© Justin Basini 04/08/2023 15Reputation in Financial Services
© Justin BasiniReputation in Financial Services 16March 2010
Most organisations
PeopleThe bit of organisations allowed to say thingsThe rest of the organisation is forbidden from talking
Messages flow top down
Messages flow side to side
© Justin Basini 17March 2010Reputation in Financial Services March 2010 17
PeopleMake corporate communications more human and connecting with normal people
Enable your whole organisation to communicate
© Justin Basini 04/08/2023 18Reputation in Financial Services
© Justin BasiniReputation in Financial Services 19
For the time being the trust challenge is not solved by differentiation but delivery
© Justin BasiniReputation in Financial Services 20
And the landscape of trust leadership will eventually be not about being different but about making a difference
© Justin Basini 04/08/2023 21
Justin [email protected]
07786548395www.basini.com
www.blog.basini.comProprietary and Confidential – all rights reserved © Justin Basini
This presentation will be available on Slideshare.net/justinbasini
& The book “Trust Me” will out in early 2011