Every time a customer downloads your app, it’s an act of trust. Whenever they sign up and provide valuable personal data, it’s an act of trust. The same applies to inputting payment details, using your services and even sharing their experiences. At each of these interaction points, companies have an opportunity to validate and reward trust—or to violate and destroy it.
For platform companies, establishing trust requires building consumer and advertiser confidence that their best interests will be prioritized. Trust is a personalized relationship that has high economic benefit and carries significant risk if not addressed. Failure to meet expectations may result in a reverse network effect—stimulating users to switch to similar services with an expectation that they can take the data they want with them.