In a previous post, I described thirteen trust killers. If you haven’t already addressed each of them, here is how I would help you complete the job:

Unnecessary web and app trackers: Minimize the use of the trackers, and when they are used, only request the absolute minimum of data that you need. Step one is to see what is embedded.

Location tracking: Does your corporate app or website REALLY need to know the location of your users? If not, remove the capability.

Poor data security: Hire employees with in-depth computer security knowledge, keep all software and tools up-to-date, implement firewalls and intrusion detection software. Then book regular external security audits.

Incongruent client service channels: Ensure that all staff, no matter the channel (social, web, email, telephone, real world) are empowered at the same level to address issues. And that their tools are up-to-date.

No direct contact information: If you must rely on a form on your website, have a person with a real name – and a direct email address – respond. Contrary to popular belief, no parent has ever named their child “info@”, “service@”, “support@”, “sales@”, etc.

Incorrect or out-of-date web content: Put together a schedule for reviewing/updating the website and social media sites. This may also include reviewing old blog posts for updates and/or removal. For industries where the date of the content is critical – medical and financial come to mind – put a creation date and a last-updated date on each page.

AI-generated “junkified” content: Use a content authenticity statement to et your readers know whether the content was created by a real person, an AI program, or something in between.

Creepy, robotic/impersonal, and overly familiar emails: Review all of your automatically generated emails for tone. This goes well beyond marketing emails, and includes emails from every department of your organization.

Spam (Unsolicited commercial email): Ensure that you know the providence of every email address in your system, and only send out email that is expected, valuable in the eyes of the recipient, and legal per CCPA, GDPR, CASL, etc. And ensure that when a person unsubscribes, that their request is addressed immediately, and across all of your systems.

Bait-and-Switch (And unceasing upsells): Be clear in all marketing and sales copy, so users feel empowered… not taken advantage of.

Two-factor Authentication (2FA): Out of necessity, this will become even more common in the future, but sending a six digit code as a text message isn’t the only way to accomplish this. Implement Passkeys (FaceID/TouchID/SmartWatch) to make it less painful – and even more secure.

Social media rage: Implement a digital monitoring strategy, along with a social media crisis plan. And fully trained community managers.

Bad reviews: Beyond a digital monitoring and response strategy, there also should be a feedback mechanism to ensure that the root problem is also addressed.

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