Trust: How to Get It, Keep It, Measure It and Regain It
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This document summarizes Katie Paine's presentation on trust measurement. It discusses what trust is, factors that influence trust like competence and integrity, and how trust can be measured. It provides examples of trust measurement statements and describes a case study where a non-profit used a trust index to measure different trust drivers among stakeholders. Key takeaways are to define important stakeholders, identify relevant trust questions, conduct surveys over time, and analyze results for insights to improve trust.
Trust: How to Get It, Keep It, Measure It and Regain It
- 1. Katie Paine’s Measurement Hour Paine Publishing February 21, 2018 www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com Trust: How to Get It, Keep It, Measure It and Regain It
- 2. Competence Integrity Dependability /Reliability Openness and Honesty Vulnerability/Authenticity Identification Control mutuality Satisfaction Commitment What is Trust?
- 3. Trust is not one-dimentional Multi-level From co-worker to interorganizational Culturally-rooted Tied to the norms values and beliefs of your organization Communications based The outcome of what you do Dynamic Cycles of building, destabilization, dissolving, rebuilding Multi-dimensional Cognitive Emotional Behavioral
- 4. Welcome To A World Without Trust 4
- 5. We’ve Been Here Before, but can we escape? Increasing disagreement about facts and the analytical interpretation of facts and data. A blurring of the line between opinion and fact. The increasing volume and resulting influence of opinion and personal experience over fact (blame Facebook & Twitter ) Declining trust in formerly respected sources of factual information.
- 6. What’s behind all this? Our natural inclination is to weight personal experience over data and facts. Changes in information systems An education system that doesn’t have the wherewithal, financial or otherwise, to keep pace with changes in the information process. Political, economic, and social polarization that funnels people into opposite “sides” each with its own narrative and perspective. The end of the Fairness Doctrine for media.
- 7. What worked before? Investigative reporting Better use of data Changes in government policy that increase accountability and transparency. Change how data and facts are communicated – more neutrality less propaganda Give a heads up wherever you see it. Prior notice mitigates the damage that lies so often wreak.
- 8. What might work today* For business Invest in jobs Prioritize consumer safety (including safeguard privacy) Drive economic prosperity Provide jobs and training For NGOs Support the poor Call out abuses of power Create a sense of community For government Drive economic prosperity Investigate corruption Support the poor For the media Guard information quality Educate people on important issues Inform good life decisions *2018 Edelman Trust Barometer Data
- 9. What’s the “ROI” of Trust? Protects you in a crisis Increases revenue and/or stock price Reduces costs Attracts talent Makes people and organizations more efficient TRUST
- 10. Statements that Measure Relationships This organization can be relied upon to keep its promises. I feel very confident about this organization’s skills. This organization has the ability to accomplish what it says it will do. Sound principles seem to guide this organization’s behavior. This organization does not mislead people like me. This organization is known to be successful at the things it tries to do. This organization believes the opinions of people like me are legitimate I would rather work together with this organization than not I believe that this organization is very concerned about the welfare of people like me More examples can be found here: http://www.instituteforpr.org/guidelines-for- measuring-trust-in-organizations/ and here: http://painepublishing.com/research-that- you-can-use/ 10
- 11. Case Study: A Global Non-Profit Research shows trust impacts donations Further research shows trust has declined Requires a global trust index to track levels of trust Index must reflect all factors including Influencers Staff Donors Beneficiaries 11 Influencer Research 68 contacts surveyed Internal Staff Survey 90% Response rate across the Partnership External Brand Research 7,528 respondents across nine countries:
- 12. Trust Drivers Programs/Products High quality, evidence of impact, meets customer expectations, stands behind the Programs/Products and services that are delivered Leadership Excellence in leadership, clear vision Integrity Open and transparent, behaves ethically, keeps commitments, accountable, takes responsible action to respond to an issue or a crisis, communicates frequently and honestly on the state of its business Competence The factors (skills, expertise, systems, processes, governance) that allow the organisation to achieve the vision or move towards it. 3/21/2018 12
- 13. • The Organization is an organization I can trust • The Organization offers Programs, products and services that make a difference Program/Products • The Organization is a good global citizenIndustry Leadership • The Organization acts with integrity, accountability and transparency • The Organization and I share the same vision Integrity • The Organization is a competent organization • The people at The Organization get things done Competence Trust Questions 3/21/2018 13
- 14. Trust Index Trust Driver Questions % agreement Index Programs/Products The Organization is making an impact with their Programs, products and services 44 44 Industry Leadership Has a clear vision for the future 34 34 Integrity The Organization has sound principles that guide their behavior 40 40 Competence The Organization has the ability to accomplish what they say they will do 31 31 Trust Index Score 33 3/21/2018 14
- 15. Key Rules to Remember Define the stakeholders whose trust is important to the success of your organization. Rank order them by what relationships makes the biggest difference to your success Either (a) get the emails for those people, if there are just a few of them, or (b) contact Survata, SurveyMonkey, or Research Now, to find out what it will cost to send a representative sample a trust survey. Go through the trust survey instrument in Hon and Grunig’s paper and identify 5-7 questions that are most appropriate for your needs. Build the questions into a survey and send it out. Analyze results. Look for trends, insights, and surprises. Repeat in six months. 15
- 16. Questions
- 17. Thank You! Click here to explore the newest articles from The Measurement Advisor Reminder: As a paid subscriber you have 24/7 access to all of TMA’s articles…just visit TMA’s homepage! Follow me on Twitter: @queenofmetrics Follow Paine Publishing on Facebook and LinkedIn 17 17 Special thanks to Montclair State University's Graduate Program for sponsoring this month's Measurement Hour!