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As every digital advancement creates a new vector for risk, trust becomes the cornerstone of the digital economy. To gain the trust of individuals, ecosystems, and regulators in the digital economy, businesses must possess strong security and ethics at each stage of the customer journey.
The Primacy of People
in the Digital Age
People First: The Primacy of People in the Digital Age
Copyright © 2016 Accenture. All rights reserved.
The Accenture Technology Vision 2016 identifies five technology trends fueled by the
people first principle and that are essential to business success in the digital economy.
Why are we talking about Digital Trust?
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In the age of mass personalization
and IoT, information is inherently
more personal. This data underpins
a company’s operations.
to be data-centric:
Tomorrow's standard will be security
that follows data and continuously
ensures connected devices are
uncompromised, authenticated users
are who they say they are, and
security is ‘baked-in’ to new offerings.
Costs are rising:
Digital businesses that rely
on data insights and
intelligent automation are
exposed to unprecedented
and systemic risks.
5Copyright © 2016 Accenture. All rights reserved.
Address Digital Risk with Trust
End result? Trust helps brands build strong
and enduring customer relationships.
Trust and the Customer Journey
Role of Trust:
Consider Purchase Integrate Maintain Advocate
ethics and security
practices can set your
brand apart from
Adhering to high ethical
and security standards
may require similar
updates on connected
partners and build on top
of your platforms; you
have more leeway to
As products and
services become more
Apple Relies On Trust To Enter New Markets
Its efforts to be transparent in how it uses and
secures customer data is testimony to the value this
leading brand places on trust: strong security and
ethics that are ‘baked in’ give customers confidence that
their digital footprints are secure and private, easing the
transition to and adoption of the Apple ecosystem.
As Apple has shown, trust differentiates competitors in the
digital economy where businesses can reach vastly more
people, iterate quicker, and make faster, better decisions
than ever before.
When customers trust a service, product, or brand,
they look to it for guidance into the digital future
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In today’s digital
trust is built on two
Ethics and Security
83% of respondents to the
Accenture Technology Vision
2016 survey agreed that
“Trust is the cornerstone
of the digital economy.”
Copyright © 2016 Accenture. All rights reserved. 7
But achieving trust requires more than
strong ethics, it demands robust security
Copyright © 2016 Accenture. All rights reserved. Source: Accenture Technology Survey
7 out of 10 organizations suffered from
at least twice as many privacy or security
breaches compared to two years ago.
81% agree that organizations need to move from
an exclusively perimeter-based security model
(e.g. firewalls, intrusion detection systems) to
include human factors-based security (e.g.,
cognitive fingerprinting, hardware authentication).
Robust cybersecurity is moving away from
perimeter-based tools and closer to data
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Cloud-based access controls that offer
visibility, governance, and protection for data.
Measures human behavior to
recognize or verify person’s identity.
Authenticates users, detects threats
by analyzing users’ interaction with
online and mobile apps.
Cloud-access security broker that
traverses perimeter security and
operates at the device level.
Wrappers to segregate work from
personal apps and apply app-based
encryption and security policies.
Uses virtual application wrappers
to isolate threats and stop breaches.
Assigns policies and rights to data
files, effectively locking out hackers
and malicious insiders.
Leverage sensor data and other
context to invisibly authenticate users.
Workload- and app-based security
policies that transverse the cloud
and adapt to infrastructure changes.
Mobile-first authentication & fraud
prevention across mobile apps, mobile
browsers, and desktop browsers.
Uses predictive analytics on mobile
devices to detect, isolate, and stop attacks
Cloud and mobile identity management with
granular controls for applications and data
Applies machine learning & AI to
cloud security and IoT to find patterns
in attack vectors attacker behavior.
15-second visibility and control
over every endpoint.
Digital Trust: 100-Day Plan
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1. Survey stakeholders to quantify the level of trust across your
2. Search customer service logs for the word ‘trust’ and run sentiment
analysis to learn how customers perceive your brand;; make a top-five
list of the least trustworthy offerings.
3. Take an inventory of data-driven business processes;; describe the
current and potential opportunities for enhanced security and data
ethics for each.
4. Identify the executive(s) responsible for building and maintaining trust,
digital ethics, and security with vendors, partners, and customers.
5. Research what your competitors do to build customer trust. Record
what builds and erodes trust.
6. Partner with an academic institution, non-profit, or industry group to
dive deeper into one aspect of digital ethics. Publish findings/advice
7. Compile a list of opportunities for security to move closer to data.
Digital Trust: 365-Day Plan
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1. From the top-five list of the least trustworthy products,
do a complete customer journey analysis. Identify areas
to build trust.
2. Discuss hiring a chief digital officer, chief trust officer,
or chief ethics officer.
3. Pick one product/service to maximize trust. Build
metrics for tracking improvement over time. Report
results to product teams and challenge them to meet
4. Start tracking metrics for trust and both data and digital
ethics. Use this data to include trust and ethical
practices in your company’s annual CSR report.
5. Implement a portfolio of solutions to move security
closer to data. Describe how their implementation has
mitigated downside risk. Share this report with your CIO
and CFO in an effort to reduce insurance premiums.
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The Trust Bust
High-profile digital ethics failures
will create new governing bodies,
new regulations and a new
category of jobs.
The CEO gets a Twin
Trust becomes paramount,
and a new leader emerges -
the Chief Ethics Officer.
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Ethics and security must be
primary considerations in any
Exposure to risk scales
in proportion to digital
To protect against downside risk,
businesses must foster strong ethical,
effectively use security to protect against
external threats, and build trusting
relationships with ecosystem stakeholders.
In procuring new technologies,
security and ethics must be
Look for opportunities to build
trust at every engagement point
along the customer journey.
Copyright © 2016 Accenture. All rights reserved.