Technology Vision 2023 | When Atoms meet Bits #TechVision Customer: Wanting to emulate the success of Spotify Wrapped, but now the assumption must be that people have that information. In an environment with increasing many other companies from 昀椀tness trackers to With customers, opening up greater transparency news sites and delivery services explored ways to activity from fake or bot-generated reviews, it 149 can help enterprises revitalize and enhance For example, present data back to customers. bene昀椀ts enterprises to think about how they don’t existing relationships – and even become an The Washington Post launched its personalized shy away from the conversation, but ensure it is a fair avenue for securing new ones. At a time when annual year-in-review in 2022, summarizing a and accurate depiction. Trustpilot seeks to rekindle trust is top of mind for consumers, the value of subscriber’s reading habits to reveal their unique customer trust by requiring that reviewers share an 150 transparency cannot be understated. Approach reading “personality.” It reminds readers of all the email address and leave their reviews within one these new data demands head on, and you will content they’ve enjoyed and the value they got year of purchasing a product. Moreover, Trustpilot build a trusted relationship with customers and from The Post—and the reader’s unique “Newsprint” employs community 昀氀aggers, a paid human see them become enthusiastic brand champions. looks like a 昀椀ngerprint, ready to be shared on social enforcement team, and algorithmic detection 152 Data about customers has long been valuable to media. And other companies provide year-end data to get rid of fake reviews. Trustpilot found that the enterprise—now it is time to make it valuable to back to their customers in aggregate. For instance, 74% of consumers are more likely to purchase from 153 customers as well. according to Strava’s 2022 Year In Sport, cyclists a website that shows Trustpilot reviews. Veri昀椀able riding in groups rode both farther and faster, on reviews are key to building a credible brand average, than those who rode solo—hard proof that and loyalty. 151 it really is bene昀椀cial to have a training partner. For years there have been calls for companies to be Being transparent with Being transparent with customers, however, is also responsible and open about the data they collect customers, however, is also about allowing feedback to be shared with you. on customers. Now the expectation is that it will about allowing feedback Thinking back to Yelp, we know people’s reviews can be a two-way street. Enterprises are being given to be shared with you. shape consumer behavior. It’s understandable that the unique opportunity to not just step away from enterprise leaders are reluctant to embrace reviews practices that leave customers skeptical, but also systems since bad ones can hurt the business— actively embrace ones that reinforce trust.