42 communications of th e ac m | n ov e m b e r 2 0 1 0 | vo l . 5 3 | n o. 1 1 practice eNgINeerS eMPLoy MaNy different tactics to focus on the user when writing software: for example, listening to user feedback, fixing bugs, and adding features that their users are clamoring for. Since Web-based services have made it easier for users to move to new applications, it is becoming even more important to focus on building and retaining user trust. We have found that an incredibly effective-although certainly counterintuitive-way to earn and maintain user trust is to make it easy for users to leave your product with their data in tow. This not only prevents lock-in and engenders trust, but also forces your team to innovate and compete on technical merit.
According to REF , an effective way to engender consumer trust in cloud adoption and prevent vendor lock-in risks is to make it easy for users to switch cloud providers with their data alongside.