Strategy

Building Trust

Trust is hard to describe, because it's the culmination of many things that together give a consumer confidence to essentially turn over their credit card or other payment information.

 

Prerequisites


 

Strategy


Some of the key elements that can build (or destroy) trust with an Internet retailer:

  • Customer service – Does the company take care of you before and after the transaction. If you e-mail, do they respond quickly? If you call, does someone with product knowledge answer your question?
  • Security – Does the site have good password security? Does the site use the latest and greatest technologies to protect your information?
  • Returns – Unlike ease of use, the Trust/returns category is more around policy. Does the site have a policy that makes it hard to return defective products?
  • Privacy – Is the site trying to sell your information to others, or protect your information? Is the privacy policy clear and easy to read and understand?
  • Spam – Does the site e-mail me incessantly or does it only e-mail me when needed. If the site has a newsletter, can I subscribe/unsubscribe easily?
  • Ads – Are the sites trying to throw irrelevant ads in your face so they make money vs. helping you find the products you are looking for?
  • Shipping and handling performance – How quickly do your products get to you? Do you get exactly what you ordered, when they said you would get it?
  • Shenanigans – Are there any shenanigans like forced up-selling ("don't you want a filter kit with that camera?!"), or anything that makes you feel uncomfortable?

 


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