{"id":42775,"date":"2015-10-01T14:00:50","date_gmt":"2015-10-01T12:00:50","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=4885"},"modified":"2024-04-03T09:19:32","modified_gmt":"2024-04-03T07:19:32","slug":"consumer-trust","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2015\/10\/01\/consumer-trust\/","title":{"rendered":"Consumer trust: a matter of good customer experience"},"content":{"rendered":"

On Sunday September 20, 2015 I attended a brainstorming session in Prague, with a fine selection of experts with a stake in Online Dispute Resolution (ODR) and even the very man who coined the term, Ethan Katsh. Amongst these specialists* were also Doc Searls and his wife Joyce, promoters of the VRM concept, James Roper from <\/em>IMRG UK<\/em>, AXA\u2019s Philippe Rambaud and Jean Manuel Caparros, as well as Zbynek Loebl, co-founder of Youstice and organiser of this meeting at the heart of the beautiful Czech Capital City. This was the follow-up of the Prague meeting I covered in Autumn 2014. The discussion was about trust and its importance in online commerce. A debate which stressed the importance of brand, awareness, reputation, but mainly customer experience.
\n<\/em>
\n*Check the end of this piece for a comprehensive list of speakers.<\/em>
\n

\"consumer<\/a>
Prague: at the far end of Na Po\u0159\u00ed\u010d\u00ed Avenue, one can catch a glimpse of the Palladium shopping centre. Now, would you buy from them if you were based, say, in Belgium? Would their reputation be strong enough to reach your ears? And how could one tackle that issue?<\/figcaption><\/figure><\/p>\n

Consumer trust: is it safe to buy from a given shop?<\/strong><\/h2>\n

\u201cThis a global question\u201d, Zbynek Loebl said in his introduction, \u201cit\u2019s not limited to the US\u201d. This issue is also prevalent in Europe, as emphasised in last year\u2019s conference report<\/a> and the efforts made by The European Union to develop an embryonic cross border European commerce<\/a>. Cross border commerce means distance and \u201cdistance trading relies entirely on trust\u201d James Roper, the president of UK\u2019s IMRG association for online retail<\/a> reminded us. So, how do you reassure buyers who are far away from a vendor that the latter can be trusted?<\/p>\n

Governments are helpless<\/strong><\/h3>\n

\u201cOne of the first port of call for an association like us was the Government\u201d James explained. \u201cWe worked with the then Labour Government in order to get the .co.uk domain name to mean something\u201d he said, but it failed. \u201cA .co.uk domain name means nothing\u201d he added, it is just a chunk of Internet space purchased by an individual, whoever he\/she may be. As a result, there is no guarantee at all that this person can be trusted. Now, if a British Government cannot protect what should rightfully be a piece of Britain on the Net, then who can? James\u2019s hunch is that, failing to do what it takes, local European authorities have paved the way for large American retailers like Amazon<\/a> and eBay<\/a> to fill that position. \u201cGovernments aren\u2019t in the game\u201d he added, \u201cthey don\u2019t get it\u201d and \u201ctheir role in all this is extremely limited\u201d.
\n

\"consumer<\/a>
Overlooking the rooftops of the City of a hundred spires, Youstice and its guests offered us a bird\u2019s eye view of the future of cross border ecommerce in Europe<\/figcaption><\/figure><\/p>\n

A young environment, with which Governments are still coming to terms<\/strong><\/h3>\n

Doc Searls, one of the co-authors of the celebrated Cluetrain Manifesto, subsequently pointed out that the \u201ccurrent environment we are in is only twenty years old; and twenty years isn\u2019t a long time\u201d. The online space is still very idiosyncratic, and Governments are indeed grappling with it, as the history of the Internet has repeatedly proven, from early domain name creations to, more recently, Uber and Airbnb. What changes with the online world is precisely that \u201cdistance doesn\u2019t matter when you are online\u201d he added, therefore apparently disagreeing with James Roper.<\/p>\n

The Internet is a glocal (global\/local) paradox<\/strong><\/h3>\n

In my opinion, both of them are right. The Internet is a bit of a global\/local paradox in its own right. It abolishes distances by making goods available for anyone, anywhere, to buy from any shop in any country. Well, that\u2019s true in theory. It is indeed true for global brands which enjoy worldwide awareness, but those who don\u2019t won\u2019t benefit from that. Not to mention a truly and obligatory global aftersales service experience. Those who don\u2019t have that are left with either of two choices: they must either remain local or entrust global marketplaces which offer that kind of service, with the distribution of their goods. Hence James Roper\u2019s remark on Amazon and eBay.
\nPayment systems as a safeguard of consumer trust?
\n<\/strong>If Governments can\u2019t be relied on to solve the issue of trust, what are we left with? Let\u2019s try payment systems then, Ethan Katsh proposed: \u201cin the US one the largest ODR companies is in actual fact a credit card company, the system doesn\u2019t work perfectly at all but it\u2019s legal requirement\u201d. James Roper agrees that this is working in Europe too, but UK Ombudsman Services\u2019 Greg Hunt had a point to make about that: \u201cthe real problem is not really security but the identity and integrity of the person whom I am dealing with. Not to mention what they are doing with my credit card and private data?\u201d he added. The debate went on and we were still trying to find a solution to this issue of trust, which \u201chas to be established very early on\u201d as Joyce Searls said.
\n
\nScale? Brand reputation? What if user experience were ky to consumer trust?
\n<\/strong>\u201cTrust is shaped like a pyramid\u201d Youstice\u2019s Emmanuel Mouclier added, \"trust
\n\u201cat the bottom there is security, then trust and at the top we have user experience. Security is\u00a0indeed a must but it\u2019s not sufficient. User experience is the process which will ensure that\u00a0customers feel confident in the shop they are buying from\u201d.
\n\u201cThe real issue is scale\u201d James Roper said. If one trusts Amazon, it\u2019s because they are so big and their footprint so international. \u201cThe real issue is to compete with that and American businesses at large\u201d he added.
\nThis is exactly where a system of trust, like an ODR platform for instance, can offer an alternative solution to these big retailers and their already dominant position emphasised by James Roper. Smaller vendors could indeed reap benefits from such a system, which would put them on par with larger online American retailers.
\nWhen it comes to trust, size does matter
\n<\/strong>Good customer experience is in essence the foundation on which Claude Bebear built European insurance giant AXA: \u201cthere is a low level of trust from consumers with regard to insurers in general\u201d AXA\u2019s Philippe Rambaud explained. How to increase that level of trust is a major issue for all insurance companies. \u201cAXA can address this point pretty easily due to its size\u201d he added, but \u201cif you are a smaller company, it\u2019s a lot more difficult because your size will not make it possible for you to handle that issue\u201d.
\n\u201cFrom a marketing point of view, you have to reassure clients about safety and product quality\u201d Jean Manuel Caparros from AXA explained. In order to achieve that, brand awareness and prominence are of utmost importance. Small retailers aren\u2019t able to invest that much money in their brands to improve their awareness or image. How can then prove a given consumer then that they can be trusted? \u00a0\u201cThere is a need not just for a piece of software\u201d he added, \u201cthere is space here for building a platform for a trusted third party, a go-between which will ensure consumers, whoever they are buying from, they can go ahead without further trouble\u201d. A recent example has also shown us that ethics was part of that equation, as much as if not much more than brand reputation<\/a>.
\n

\"consumer<\/a>
James Roper: \u201cwhat is required is an index depicting the level of trust\u201d<\/figcaption><\/figure>
\nConversely, how could vendors too judge whether clients can be trusted?
\n<\/strong>In James Roper\u2019s eyes, more can be done to establish trust in commerce: this is a process, in which not only customers need to be reassured, but e-merchants too. \u201cI\u2019d like to turn this thing on its head and also be able to look at the trust in the consumer. Some consumers aren\u2019t to be trusted because they have failed to issue payments or aren\u2019t reliable\u201d he declared.
\n\u201cWhat is required is an index depicting the level of trust. If there is a good trust management system there will be fewer disputes and if the number of disputes is lower, there will be lesser impact on our revenues.
\nWhat will make a difference, undoubtedly, is customer experience, and it\u2019s a two-way process.
\n 
\n*The Youstice Prague meeting participants were Leah Wing, Ethan Katch, Doc Searls, Joyce Searls, Pablo Cortes, James Roper, Gregory Hunt, Phillipe Rambaud, Jean Manuel Caparros and the Youstice team was made of Iveta Havlova, Zuzka Jakubkova, Zbynek Loebl, Karina Ludz, Juraj Ondri\u0161, Ivan Sivak, and Emmanuel Mouclier.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

On Sunday September 20, 2015 I attended a brainstorming session in Prague, with a fine selection of experts with a stake in Online Dispute Resolution (ODR) and even the very man who coined the term, Ethan Katsh. Amongst these specialists* were also Doc Searls and his wife Joyce, promoters of the VRM concept, James Roper …<\/p>\n","protected":false},"author":2,"featured_media":10439,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4069],"tags":[4298,4754,4979],"class_list":["post-42775","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-customer-experience","tag-payment-systems","tag-trust"],"yoast_head":"\nConsumer trust: a matter of good customer experience<\/title>\n<meta name=\"description\" content=\"Consumer trust: how do you reassure buyers who are far away from a vendor that he can be trusted? such was the question at the Prague Youstice meeting.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/en\/2015\/10\/01\/consumer-trust\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumer trust: a matter of good customer experience\" \/>\n<meta property=\"og:description\" content=\"Consumer trust: how do you reassure buyers who are far away from a vendor that he can be trusted? 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/en\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts\/42775","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/comments?post=42775"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts\/42775\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/media\/10439"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/media?parent=42775"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/categories?post=42775"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/tags?post=42775"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}