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| The Story of a Perfect Fuchsia Headboard |
| by: Lisa Evenson |
|
How small eBusinesses can benefit from online certification: This article describes the benefits and process of applying for ecommerce certification and the top three certification companies. Cindy Gill, a Boston college student, searched high and low for the right headboard for her new apartment. But, in all the local shops, nothing was exactly what she wanted. During a gruesome all-nighter, Cindy decided to look online and, low-and-behold, there it was – a magnificent, fuchsia, hand-made, one-of-a-kind headboard at a little mid-west shop glowing from her computer screen. Should she fork over $750 plus shipping and handling for this? How does she know the shop even exists in the first place? Customer conversion has its obstacles, and one of the largest is developing their trust. Whether legitimate or not, studies show customers are fearful about their online shopping safety. Who can blame them? News commentaries and articles are filled with worst-case stories of online deception. Small businesses using the Internet have grown 46 percent faster than those that don’t, according to the American City Business Journals. But, if you’re a small and relatively unknown shop planning to expand your local business onto the vast World Wide Web, eCommerce Certification gives your audience the protection they need to initiate a purchase from you online. Certification comes in the form of a logo or icon placed on your site. This logo communicates more than your typical affiliate program. It means your credentials and references have been verified, your business practices are routinely monitored, and more importantly that your customers can contact the regulation company should service go awry. There are three major eCommerce certification companies that can back up your online credibility: BBBonLine, TRUSTe, and ePublicEye. Although similar, fees and standards vary between each company. You’ll only need one membership. So, when you decide to join an eCommerce certification program, shop around and compare their services. The largest eCommerce certification program is distributed by the Council of Better Business Bureau, Inc. BBBOnline members are members of their local Better Business Bureau, have been reviewed to meet truth in advertisement guidelines, follow the Better Business Bureau’s good customer service practices, have a physical presence in the United States or Canada, have been in existence for a minimum of one year, and have a satisfactory Better Business Bureau complaint handling record. BBBOnline merchant membership can be obtained at their web site, www.bbbonline.org. When approved, you’ll receive a display logo for your web site representing your compliance with their service practices and will be listed in the BBBOnline searchable database. If customers have unresolved issues with your business, they can turn to the Better Business Bureau for assistance. TRUSTe is another ecommerce certification company. Web sites adhering to established privacy principles and agreeing to comply with TRUSTe oversight and customer resolution process are awarded their online privacy seal called a “trustmark”. A displayed trustmark signifies to online users that the web site will openly share, at a minimum, what personal information is being gathered, how it will be used, with whom it will be shared, and whether the user has an option to control its dissemination. Based on this information, users can decide whether or not to disclose their personal information, including credit card numbers, to you. TRUSTe requires member web sites have or create a site privacy statement. TRUSTe trustmark application can be handled through their web site, http://www.truste.org. ePublicEye is a similar certification company. ePublicEye registered merchants agree to be continuously monitored for reliability and customer satisfaction, to be independently rated and reviewed by their own customers, and to fully disclose customer satisfaction records to their customers. ePublicEye's senior members offer audio FAQ’s linked to their listing as well as audio interviews with owners and key company executives. Their theory behind this is based on offering shoppers a better sense of those behind their web site, their product knowledge, and customer attitudes. ePublicEye certification can be obtained through their web site, http://www.epubliceye.com With the backing of online business credibility services, customers have the assurance they need to initiate purchases from small, unique shops. Alas, Cindy Gill can buy the amazing fuchsia headboard she so desperately wants from your handmade headboard shop in Merrill, Wisconsin. But, will she pass her exams? That’s another story. Copyright 2002, Lisa Evenson, http://www.visualcontent.com and http://www.pulpbits.com, Burlington, Vermont. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed without permission. Permission can be obtained by emailing the author at levenson@visualcontent.com. About the Author Lisa Evenson earned her B.A. in English from California State University, San Bernardino. She’s taken additional MSA courses in finance, public relations and total quality management from Saint Michael’s College and business writing from Jones International University. Lisa is co-founder of Visual Content, http://www.visualcontent.com, offering custom, Flash, multimedia web and graphic design, copy writing and editing services. Her business experience spans Investor Relations, Corporate Communications, and Marketing. |
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