Decoding digital trust – An insurance perspective
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Digital trust is complex and non-linear. Customers want protection but do not want to read the small print. They want to shop carefully but can be easily ripped off. They do not want digital surveillance yet are careless with their social media. They subscribe to official news channels but then read on Twitter it is all a conspiracy.
How do insurers negotiate these challenges in launching digital processes and products? With the help of our digital trust pyramid, we have broken trust down into three component parts – reliability, security and reassurance – to picture how digital trust permeates the insurance value chain from end-to-end.
Digital trust is an enigmatic quality, an intangible asset not easily valued on an insurer's balance sheet. But to lose it can be devastating.
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Mitali Chatterjee
