This week’s big story: Apple Pay. The subtext? Trust.
Using Apple’s Touch ID technology, Near-Field Communication and tokenization, Apple Pay looks to deliver a newly secure process for cardless payments.
Do we trust Touch ID, NFC and tokenization to deliver truly secure payments? On the one hand, this story has yet to play out. PayPal, for one, has already taken a jab at Apple Pay in a full-page New York Times ad referencing the recent leak of naked celebrity selfies from Apple’s cloud service. Industry insiders also question Apple’s ability to move consumer behavior significantly toward mobile payments. This is a difficult nut to crack.
And still, if you watch Apple’s keynote, it is difficult to resist belief. Here is Apple technology tackling one of the great problems of modern life: hacking. It seems fitting that the mysterious invisible invasion of our privacy should be squelched by mysterious invisible means. Perhaps what Homer Simpson once said about alcohol also applies to technology: It is the cause of and solution to all of life’s problems.
Consumers may or may not ultimately trust Apple Pay. But it seems increasingly clear that technology and trust are inextricably tied. We now trust technology with everything from directions to the nearest mailbox to personal contact information, (sometimes incriminating) photos, financial record keeping, you name it. It’s not just that our brains are atrophied, either. Technology puts us in control of so much more – more data, more social connections, more media, more computing power, just more – that it’s no surprise we need technology to rein it in.
Now ask yourself this: How trustworthy is your technology? How does it inspire trust?
Are you secure? What’s your status on fraud protection and detection, EMV adoption, card controls and alerts, and tokenization? Are you getting ready for Apple Pay?
Are you integrated? Today, technology that works is technology that integrates. If your technology doesn’t present a seamless front, it probably appears broken.
Are you marketing in the year in which you’re living? With a nod to social media powerhouse and THINK speaker Gary Vaynerchuk, check your marketing channels. If you aren’t social, you might be nowhere.
Are you listening? Do your systems allow for member feedback? This is a service question, but also a technological one. Customer experience expert Kate Feather notes that gathering and acting upon customer feedback is a leading indicator of growth for financial institutions. Are you wired up to respond?
Modern technology doesn’t just make you look modern: It makes you trustworthy. It demonstrates your understanding of and investment in the way your members live. Does your technology inspire trust? How do you keep yourself moving in that direction?