Pankaj Chauhan, Subject Matter Expert for Trust and Safety Services at Teleperformance India, delves into the importance of Trust and Safety for a business in the new internet era, and why more and more businesses are prioritising comprehensive Trust and Safety solutions.
We are witnessing a new internet era: there are 4.88 billion internet users in the world and 2.5 quintillion bytes of data created every day. Now that the world is more connected than ever, businesses must ensure that they foster a secure online environment.
With billions of pieces of content produced, posted, and shared online every day, creating a safe digital environment is no easy task. There is a common misconception that business security concerns only IT departments, but this is no longer the case. In today’s hybrid work environments, online content must be moderated and managed and, as such, businesses across different industries have started prioritising Trust and Safety policies.
Investing in New Technologies for Brand Reputation
A brand’s reputation is on the line every day, therefore, it is essential for businesses to take proactive measures to remove illicit content online that could damage a company’s reputation. Companies must effectively monitor online content, mitigate risks, and ensure user authenticity to guarantee integrity, accuracy, and safety across their entire digital presence.
Having the technical know-how is essential to keep platforms safe for users, and businesses must improve Machine Learning algorithms to do so. In today’s workforce, innovation focuses on data-driven objectives around business productivity, a competitive business model, business intelligence analysis, and more.
Humans and Technology Work Better Together– High-Tech, High-Touch
While artificial intelligence (AI) has come a long way, humans are still required to maintain a brand’s digital presence and ensure the content produced is of a high quality. Because of this, Trust and Safety policies rely heavily on investing in people within businesses, building their knowledge, and developing their skills.
Trust and Safety training should promote functional expertise and employee wellbeing. The best results are always achieved by humans and technology working together. Applying a ‘High-Tech, High-Touch’ approach can ensure that teams combine advanced algorithms and machine learning with human understanding and values to protect a business and its users.
Enhancing Customer Experience – Simpler, Faster, Safer
With the dramatic increase in user-generated content and fake news, it has become imperative for companies to invest in safeguarding both brand reputation and customer well-being. Nowadays, customer data must be protected at all costs, and offering customers comprehensive Trust and Safety solutions must be at the forefront of every business’ priorities.
Trust and Safety can help to build a bridge between companies and customers. By making both transparency and communication integral parts of a company’s security architecture, customers will be reassured that sensitive personal information is correctly safeguarded. Customers should always be aware that Trust and Safety services will keep harmful predators away from online environments, with the removing of content and accounts actioned as appropriate.
Mitigating Risk with Content Moderation
Content moderation is serious business: judging the appropriateness of content has become a mandate for all businesses. Content moderation is a way to ensure that offensive or illegal posts are quickly removed from social platforms, but it can also involve protecting the client from deceptive content or spam.
The importance of moderating content in the right way is increasing day by day. A good content moderation company is expected to have outstanding analytical skills, in order to protect their online community. By monitoring and preventing fraudulent behaviours in digital environments, users can trust that their online experience will be secure. Effective content moderation can eventually help businesses rebuild trust with customers.
Social Listening for Effective Customer Engagement
Blocking offensive content is an essential part of content moderation, but companies may need to go a step further. In order to understand what customers need from a business, many are turning to what is referred to as ‘Social Listening’. Social Listening tools enable businesses to build a solid understanding of exactly how existing and potential customers perceive them, by analysing what is said about the company on social channels. The tools enable brands to respond to criticism, ensuring that the brand’s tone of voice is transparent, and engage with customers on the same platforms where they leave comments and reviews.
Social Listening works more like the traditional Voice of the Customer (VoC) programmes that many companies use to solicit feedback from their customers. Feedback and reviews are always valuable to any business, even the unsolicited ones, but it requires the right analytical tools to locate them.
The Way Forward
Needless to say, forward-thinking business leaders need an agile and trusted partner to navigate the ever-evolving digital world. As digital-first becomes the new norm, businesses must effectively monitor online content, mitigate risks, build reputation, and ensure safe interactions with all stakeholders across their entire digital presence.