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The Importance of Verification
Why is Verification so Important? For online shoppers, it's absolutely essential to trust the companies they're dealing with. As fly-by-night operations seem to spring up overnight, and dazzling websites become easier to build, we've been taught to "shop smart" to shield ourselves from fraudulent businesses and poor quality transactions.
Online merchants share that need for trust. Sincere companies believe in their products and services, and they'd like to utilize the Internet to help their business grow. However, they resent being lumped in the category of those second-rate e-commerce ventures that often make the news.
Trust, but verify.
--Russian Proverb
So how do consumers and online merchants build this vital network of trust? If a local business were in question, shoppers would ask their friends and neighbors about their experiences at "the new shop downtown," and make their decisions based on those opinions. But with millions of websites offering products and services, even the most Web-savvy friend won't have knowledge of them all.
"Downtown" has suddenly become much bigger, and more difficult to judge. Clearly, the answer lies in verification of online merchants through an unbiased resource. Through an established verification process, consumers can secure confidence in online shopping--and merchants can gain distinction in their industry.
Trust everybody, but cut the cards.
--Finley Peter Dunne
However, a number of Web attempts to provide unbiased consumer information have proven to be flawed. Many websites are now notorious for having the deck stacked in their favor, or for their vulnerability to "reviews" and "opinions" posted by site owners, affiliates, or paid associates. These are not the equivalent of trusted friends and neighbors, as they were intended to be--they're the enemy in disguise.
Additionally, online opinions are typically weak on substance. There are rarely any measurable factors in place, making it virtually impossibly to truly judge satisfaction. Even when customers do post genuine product and site reviews, they are often limited, rambling, or not targeted at specific consumer concerns. For example, in a typical online review, it's not unusual to find that a patron will make negative comments about quality or service, and then give an overall rating of "Very Good," based on a single element of their transaction.
What's more frustrating for online businesses, though, is when the opposite occurs. All of the comments are positive, gushing, and kind, and then they inexplicably rate the merchant Needs Improvement--or some equally hazy term. Improvement in what? How can the online business work towards quality assurance, when they haven't been informed where they're lacking, or what consumers require?
Whoever is careless with the truth in small matters cannot be trusted with important matters.
--Albert Einstein
A proven, reliable verification system is impartial, and based on significant factors that are separate and calculable. The customer's experience with an online merchant should be assessed from the site's first impression through to product delivery, and even beyond to issues like cancellations, returns, and privacy protection.
This defined system is ideal for online shoppers, because it gives them the confidence they need to feel safe with verified merchants. However, it's also a benefit for online entrepreneurs, because it means they are being judged on factors that are within their control. Their dedication and belief in their services pay off in real terms, as they are able to earn that precious reward: trust, in the world of e-commerce.
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