By Bill Cawley, Founder of Feefo.com
Now that everyone buys online, one challenge for online retailers, without a bricks and mortar outlet, can be to build a relationship with their customers, and demonstrate their trustworthiness.
eBay simply would not work without giving potential customers some means of assessing the reliability of sellers, and Amazon knows that, if it is to allow third parties to trade from its site, it must also find a way of judging them so as to be confident that they are giving the service that Amazon demands. Their customer feedback systems are an integral part...
...of the shopping experience on their sites. For start-ups and smaller brands in particular, the initial lack of faith from customers can be a tricky obstacle to overcome.
As revealed in a recent study by the Interactive Media Retail Group, web site features that are likely to keep customers satisfied involve provision of advice and reassurance about purchases. This includes recommendations and customer reviews. Here are six tips on how online businesses can use customer feedback to improve their business:
1. The good, the bad and the ugly – let your customers see what others think
Recent research by the Office of Fair Trading revealed that almost one in three internet users are reluctant to shop online due to a lack of trust. Consumers want reassurance that a website offers good products and services in a safe environment. To some, displaying direct customer feedback publicly on their web site threatens their control over their reputation. This is based on the erroneous assumption that companies are in control of their reputation. If a company provides a bad service, you can be sure that, in this age, the news will spread immediately over the web without giving it the opportunity... continued on page two Found at:
http://www.freshbusinessthinking.com/business_advice.php?AID=3002&Title=Using+Customer+Feedback+As+An+Online+Marketing+Tool
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