Organizational Dimensions of Digital Trust:

An Interactive Cross-Learning

Session

When Smalley met Zhukey

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BRM

BRMBOKTM and BiSL® in 3 minutesMaximizing business value from investments in information and technology

BRMBOK guides BRM practitioners and also adds value to BIM practitionersBiSL guides BIM practitioners and also adds value to BRM practitioners

BRMBOK

BiSL

Agenda

• Introductions and scene-setting• Trust and Trustworthiness: An Overview• Common Internal Organizational Threats to Digital

Trustworthiness• Building Organizational Bridges Within and Beyond• Collaborative Learning and Q&A

Attendee Poll: Digital Trust Is About…

1. Customer data security2. Use of customer data3. Building strong relationships with customers4. All of the above

Now imagine you must pick only one answer and only among the first three choices. What would it be then?

Digital Trust Defined

“Trust—belief that someone or something is reliable, good, honest, effective, etc.” –Merriam-Webster English Dictionary

"Digital Trust is about how organizations manage, protect and make the most of their information assets in order to build strong relationships, brands and reputations.” –PA Consulting Group

Symbols of Reliability and Effectiveness

Great Wall of China7th Century, BCE

Egyptian Pyramid2600, BCE

A modern Extended Validation (EV) SSL certificate

Famous Symbols: A Common Fate

Bribed gatekeepers have let the enemies in

All but one pyramid have been thoroughly robbed

SSL certificate issuers have been repeatedly hacked

• Millennia ago, just as it is today, technology tends to capture attention, but at the end of the day, it is the people, whose activities either circumvent or enhance the intended outcomes of using technology.

Digital trust is a “human thing”

• However formidable “technologically enhanced” outward appearance of trustworthiness might be, building trust starts within the organization and it is also within the organization that the foundations of trust are either fortified or undermined.

History Lessons Learned

• Just as ancient fortification builders before them, some digital trust architects today focus on constructing built-to-impress systems and processes and pay less attention to the internal personnel.

• With 78% percent of consumers still mistrusting companies with their personal data1, it’s not working!

It’s not working!

✘ Among the top ten “most trusted” businesses, which include supermarkets, large retailers, grocery stores, and a popular fast food chain2, many are unlikely to have an impressive digital facade.

✘ Less than 50% of online consumers notice a WebTrust assurance seal and, even if they do, it does not make a noticeable difference in shoppers intentions to purchase online3.

✔ Organizational transparency4 and brand value and loyalty5 are among key determinants of digital trustworthiness.

What do consumers care about?

What does it mean to “keep your word” as a business unit or as an organization? What does it take for an organization’s actions to match its advertised principles of superior customer service and genuine concern for the customers and their data?

Organizational Trustworthiness 101

• Every employee lives and breathes values and service. The First Value is: “I build strong relationships and create Ritz-Carlton guests for life.”

• Every employee has authority and responsibility. Every employee of Ritz-Carlton has automatic authority to spend up to $2,000 to help a guest resolve an issue.

• Values, service, and pride are re-visited each day at a stuff meeting.

Ritz-Carlton: A Trusted Brand withExemplary Commitment to Customers

Internal Threats to Consumerand External Partner Trust

• Organizational values and mission are not clearly understood and their interpretation varies from one business unit to another sending conflicting messages to customers and external partners.

• Organizational silos and internal politics impede information flow, slow down internal processes, and discourage decision making at the lower organizational levels.

• The “us vs. them” and master/server relationships among internal business units impede organizational agility and employee engagement.

• Connector, orchestrator, and navigator between the internal provider and one or more business units.

• Strategic partner bridging the divide between the business and internal provider to focus on maximizing business value.

• Breaks down organizational silos and promotes business-provider convergence.

• Promotes trust between internal and external parties.

A Business Relationship Manager

©2015 Business Relationship Management Institute, All Rights Reserved

Business Relationship Maturity Model

• One shared digital strategy across the organization

• Single digital budget

• One shared list of digital priorities across the organization

• Cross-Organization Digital Customer Experience Council (e.g. if there is no voice of the external or end-customer, how do you know what they really want?)

• Single Digital Business Capability Roadmap• One organization-wide business value report delivered every quarter

Organization with a Mature BRM Capability has…

Dialog, Debate, Pillow Fight

You, Aleksandr, and Mark

BRMConnectOctober 4, 2016, Amsterdam, NL

BRMConnect® is the world's one and only networking and professional development events series for

Business Relationship Managers.

www.brmconnect.com

About BRMINonprofit membership organization incorporated in

February 2013 with a mission…To inspire, promote, and develop excellence in Business Relationship Management across the globe, leading to outstanding business value for organizations and professional fulfillment of every individual member in the BRM community.

• More than 14,000 members in 46 countries• State-of-the-art Interactive Body of Knowledge• APMG-accredited BRMP® training and certification

Find us on

www.brm.institute

media.brm.institute

Dr. Aleksandr ZhukTechnologist, Leader, Change Agent

• Technologist and business leader• 20+ years managing core enterprise infrastructure• Co-Founder and Co-Creator, BRM Institute• BRMP®, CISSP®, and ITIL® Expert

Favorite Quote: “Don’t believe everything you think.”– Sadhguru Jaggi Vasudev, Indian Yogi and Mystic

azhuk@brm.institutehttps://www.linkedin.com/in/drzhuk@DrAleksandrZhuk

About ASL BiSL Foundation

• Nonprofit membership organization and owner of ASL & BiSL frameworks

• Founded in the Netherlands in 2002, ambassadors in 8 countries, content in 9 languages

• Training partners & accreditation/certification by APMG• www.aslbislfoundation.org• mark.smalley@aslbislfoundation.org

BiSL® in 3 minutesFree eBook BiSL® Pocket GuideVan Haren Publishinghttp://bit.ly/1Qs7jrI

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Manager

Prog

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mer Consultant

Paradigmologist

Work is more fun than fun – Noël Coward

Smalley.ITmark@smalley.it www.linkedin.com/in/marksmalley@marksmalley

Mark SmalleyThe IT Paradigmologist