In order to increase rates of client acquisition and retention, your advisory firm must build trust in highly visible ways. In the online ‘new normal’ and the buyer’s market we increasingly find ourselves in at the end of 2020 – trust and visibility come from clarity, confidence and engagement.
Online activities have all seen a massive increase since the pandemic began, and this means more is being communicated, through our staff and others, about your organisation… in a highly accessible public forum.
Building or re-building policy, culture and brands that are trustworthy has become as important to business survival as innovation and the adoption of technology in this new age. But when it comes to trust, does it have to be so complicated?
Boards and leadership now recognise that culture is expressed and shaped online as well as in the workplace. In a previous Director Download for AICD, I spoke about the problem of culture being intangible but at the same time easily VISIBLE, online and offline.
In March, I had the pleasure of speaking at the Institute of Internal Auditors’ annual Asia-Pacific conference, #SOPAC2019 in Sydney. Before my presentation, I was fortunate to sit in on the address by U.S.-based President and CEO of IIA, Richard F.Chambers, entitled ‘Auditor of the Future’, where he highlighted the findings in his book, Trusted Advisors: Key attributes of outstanding internal auditors.
It is not uncommon for people building their thought leadership with online content to see some copycatting or piggybacking from ‘competitors’ from time to time. Certainly, this has happened to me more than once.