FIFA World Cup 2026 Sponsors: Balancing Opportunity and Reputation Risks

How to Overcome Tech Debt and Build Brand Trust with Travis Schreiber

Update Why Tech Debt Is a Reputation Risk for Modern Businesses Your technology is not just a backend system that drives productivity; it's intricately linked to your customers’ perception of your brand. For many organizations, the significance of maintaining up-to-date and efficient tech stacks cannot be overstated. When systems fail, it is not just metrics that are affected but also a company's reputation, illustrated starkly by the insights of Travis Schreiber, Director of Operations at Erase. Unpacking the Connection Between Technology and Customer Experience Customers prioritize their experiences, often equating them with product quality. A 2024 Salesforce study highlighted that an overwhelming 88% of customers place equal importance on their experience as they do on the product itself. This means that even minor technological glitches—like a laggy checkout process or delays in confirmation emails—can be enough to send them running to competitors. One telling example comes from Schreiber’s experience with a medium-sized car insurance provider, which suffered reputational damage after issues with their legacy billing system arose. Initially, everything seemed fine until invoices started to go out late, leading to a surge in support tickets and public complaints. The tech issue escalated into a significant reputational fallout, something many businesses fail to recognize until it’s too late. Understanding Security Risks in Outdated Systems The vulnerabilities of outdated technology extend far beyond inconvenience; they pose serious risks to data security. As Schreiber explains, many legacy systems lack the capability to accommodate new security patches, making them ripe targets for breaches. A startling incident occurred with a healthcare client whose internal messaging system inadvertently exposed private chat logs on Google. The aftermath was not just a technical fix; it was a significant reputational loss as customers no longer felt safe trusting their data with the organization. The Weight of Negative Reviews on Brand Trust Customers do not care about the technicalities behind a broken system; they care about their experience and perception. Schreiber points out that negative reviews rarely highlight the complexities of the backend. Instead, they might read, “I couldn’t log in” or “They took too long to respond.” This transformation from a technical problem to a trust issue happens swiftly. The casual observer may come across complaints and screenshots that could deter them from ever choosing that service. Thus, as touchpoints accumulate, the impact on brand reputation compounds, leading to potential loss of sales and opportunities. Proactive Measures for Managing Tech Debt The silver lining to this situation is that tech debt is manageable; it requires a mindset shift within organizations. Rather than treating tech debt solely as an IT concern, companies should recognize it as part of their brand strategy. By addressing these issues early, businesses can better protect their reputation and foster trust. Strategies to mitigate tech debt include investing in updated systems, streamlining workflows, and actively seeking feedback from customers regarding their experiences. Furthermore, organizations should adopt practices that prioritize the seamless integration of technology with brand management. The Importance of Voicing Your Brand’s Story Incorporating brand voice interviews with a focus on authentic storytelling can also be a means of rejuvenating customer relationships. When consumers see the human aspect of a brand and understand the measures taken to improve their experience, it fosters loyalty and enhances trust. In conclusion, understanding and addressing tech debt matters more than ever in a competitive landscape. As Travis Schreiber advises, businesses must not wait until poor reviews escalate. Instead, focus on creating an accessible, efficient tech environment that reflects their brand values and supports a seamless customer experience. To further explore how your brand can voice its narrative effectively, let’s discuss ways to enhance your reputation.