The Future of Customers: The business with trust

The most prominent characteristic of the digital customer is their faith in numbers. People are beginning to quantify their lives. In medicine, for example, pacemakers and sleep diagnostics tools are already in use. The family home is becoming the family smart home. What can’t be measured doesn’t exist. Stephen Scott, founder of Starling Trust, spoke at the 2015 Future Congress about predictive applications and about the trust people are ready to place in algorithms. This is changing all kinds of businesses. Those providers who enjoy the customers’ trust will have the decisive competitive advantage. 

But whom will the customers trust? Who will define “truth?” How will our world change when our decisions are based less and less on subjective impressions, and more and more on the self-measurements of our lives? The key topic of his speech: a world where not only products are marketed, but trust itself.