Using The Both/And Principle To Increase Trust

Daniel Burrus
August 19, 2020

Daniel Burrus

One of the World's Leading Technology Forecasters and Business Strategists
Knowledge Management Leadership Leadership Leadership Speaker Leadership & Relationships Virtual Presentation

Using The Both/And Principle To Increase Trust

In a previous blog, I discussed Anticipatory Leaders using accelerated Hard Trends as we transition from a global shutdown. COVID-19 is still prevalent while people are returning to their offices or to physical businesses such as restaurants, gyms, and hair salons. We are only scratching the surface of how one can utilize accelerated Hard Trends in technology to increase trust as customers return to physical locations of businesses around the world.

Yet these improvements made to physical businesses reopening are only one part of elevating customers' trust in the post-pandemic world. There is a digital counterpart to consider as well because several of these businesses will continue offering their remote options founded during the pandemic as a way to keep those customers coming until they feel confident in returning physically.

How To Elevate Trust With Technology

There are many emerging technologies that can help provide an elevated level of safety and trust. For example, mobile payment using smartphones has been a growing Hard Trend for some time now and will accelerate greatly the more we reopen.

Grocery stores and pharmacies that have been doing record business during the pandemic have learned that in order to keep employees feeling safe and coming to work, they must put in see-through partitions at checkout and as many touch-free systems as possible. Cashier-less checkout, something Amazon has already introduced and is licensing to other retailers, is accelerating in lieu of the pandemic as well. For many customers who do want to shop in-person, several prefer handling their groceries themselves, so self-checkout is the way to go.

A few more similarly accelerating technology Hard Trends that increase in-person trust are contact-less kiosks for self-service in retail stores, and hotel and airline check-in using facial recognition and/or voice and smartphone. While hotels and airports are physical locations that one must be comfortable enough to physically use, what about the essential businesses that individuals need but may not feel comfortable entering for years to come?

Using Both/And To Rebuild Trust

This is where my Both/And Principle can aid in regaining trust for those businesses capable of doing so.

The digital counterpart to offering curbside pickup and mobile payments for groceries gives customers comfort and reinstates their trust that you hear their concerns as well, touching on my Both/And Principle, in which both the grocery store and customers win.

Over time, the goal is to increase trust enough using my Both/And Principle to convert those curbside customers or at-home weightlifters to returning customers, whether or not the virus remains as uncertain as it is currently.

While many gym-goers invested in their own equipment at the start of the global shutdown, many gyms offered their members at-home workouts remotely. However, just as many are working tirelessly to regain customer's trust in order to see them return to their facility. How are they doing this?

As an example, several have installed touch-free doors on all bathrooms that open automatically with motion sensors. Given that prior to COVID-19, touching a bathroom door to exit after using the bathroom was considered to be unsanitary, it is understandable that because COVID-19 will still be around as we reopen, even simple little touches like touch-free doors will show that you as a gym owner care about your members' health and safety.

And let's not forget about advanced air filtration systems, as well as smart airflow systems that can blow air in or suck air and viruses out, robotic floor and wall cleaners, and self-cleaning technology systems will all be in high demand. Gyms and other businesses that have in-person clientele patronizing their facilities for hours on end will need to keep up with cleanliness unlike ever before, requiring near around the clock attention to sanitary detail.

Opportunities to innovate are everywhere. Need an elevator? Order an elevator with a smartphone, and have your touch-less elevators controlled by your smartphone using a wireless Bluetooth link.

Going back to what I was saying about airlines and hotels earlier: When a number of major airlines recently made public announcements promising that everyone in line and on the plane would be wearing a mask and that there would be spaces between passengers on the plane, and that didn't happen, what happened to trust?

I'm sure some of you have seen recent news stories in which passengers posted videos on social media of crowded planes and few passengers wearing masks. When you lose trust, is it easy to get it back? Absolutely not, and with the speed at which viral videos of your missteps travel in today's world, you aren't just losing the trust of in-person customers; the remote customers' trust you're trying to gradually welcome back is obliterated as well.

A New Type of Customer Conversion

With that said, make sure you put elevated trust at the center of your reopening strategy.

It has never been more important to be an Anticipatory Leader who uses Hard Trends and certainty to turn change and disruption into opportunity and advantage. So how can you use accelerated Hard Trends in technology to bring remote customers back to in-person services?

By using my Both/And Principle, you continue to offer what you built during the pandemic to show each and every customer that their concerns have been heard, and that it is in their hands to return, but they will always be a valued customer regardless.

Daniel Burrus

Want Daniel Burrus for your next event?

Find out more information, including fees and availability.
Find Out More
Keep Reading
Failure Is Just Part of the Game
Daniel Burrus
Daniel Burrus
October 28, 2020
Given the recent release of the documentary series The Last Dance, I found this example to be more ...
5G Is Far Bigger Than Faster Smartphones
Daniel Burrus
Daniel Burrus
October 21, 2020
The world has never experienced as much uncertainty as it has today. The global pandemic has ...
Solve the Real Problem with Exponential Thinking
Daniel Burrus
Daniel Burrus
October 14, 2020
I have discussed at length the importance of making sure that the problem you and your ...
Failure Is Just Part of the Game
Given the recent release of the documentary series The Last Dance, I found this example to be more prevalent than ever. Basketball great Michael Jordan once famously stated that he had missed more than 9,000 shots, lost 300 games, and missed 26 game-winning shots in his career. Following that statistical analysis of his own mistakes, he said...
Read More
5G Is Far Bigger Than Faster Smartphones
The world has never experienced as much uncertainty as it has today. The global pandemic has disrupted business, government, healthcare, and education on a global level. This extreme disruption is far more than institutional. It's been personal, disrupting how we all live, work, and play. At the same time, because businesses and organizations o...
Read More
Solve the Real Problem with Exponential Thinking
I have discussed at length the importance of making sure that the problem you and your organization are facing is the correct problem to be focusing on. Currently, we are moving toward a post-pandemic "new normal" as we navigate the tidal wave of COVID-19. In one way or another, all industries were affected, but brick-and-mortar businesses w...
Read More
De-Commoditizing is Key - Make Your Products Stand Out
Every industry has products or services that are commodities. From food and beverage items to household products and daily services, commodities are everywhere and make bottom-line profits harder and harder to attain due to the fact that consumers tend to view commoditized products or services with an attitude of ambivalence. This is beca...
Read More
Why Should We Embrace Change?
If I were to ask you if people like change, your knee-jerk response would likely be no. However, the reality is that humans actually crave change. Take vacations, for example, or the lack of vacations due to COVID-19. We crave travel because we want a change from our usual surroundings, and new experiences. Yet, keep in mind that travel is chang...
Read More
Find Certainty in An Uncertain Future
In many ways, I am sure society is well aware of certain leadership principles that have stood the test of time in business environments. Personality traits such as integrity, honesty, and responsibility immediately come to mind; however, in a disruptive world, there are more that, many do not realize, are vital to professional success to find c...
Read More
The Data You Share on Social Platforms - Who Owns It?
The emergence of social media, dating back to the early 2000s, is revolutionary on so many levels. It is constantly evolving in its practical usage, as seen during the coronavirus pandemic of 2020, and in the many niche branches that have emerged for both entertainment and business usages, such as Snapchat and Instagram. A hotly debated n...
Read More
Control Your New Normal with a Focus on Significance
Since the start of the coronavirus pandemic, I have been busier than ever, talking with C-suite executives from Fortune 500 companies to small start-ups and mom-and-pop shops, all with the same question: What do we do now? A global pandemic and an economic downturn have left many without work, while several businesses are closing their do...
Read More
How Do We Rebuild Trust in the New Normal?
This growing lack of trust can have serious consequences as we try to reverse the economic meltdown as a result of the global pandemic and bring about positive change and growth in what many are calling the "new normal." Whom Do We Trust? The future in business is all about relationships, and all relationships need trust to survive. Th...
Read More
The New Big Picture: Think Before Taking Action
Recently, I met with the top executives of a Fortune 100 company. During traditional times, you can probably imagine that being an executive of such a sizable company does not allow you much free time during the day. Now imagine trying to get one of these executives to devote an entire day to stepping back and examining what I call "The New Big ...
Read More