Building a world of trust for e-commerce
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Building a world of trust for e-commerce
Consumers are expressing concerns about fake reviews on Internet and would like to shop on websites showing more transparency and trustworthiness. Scandals and fake reviews on websites have created a suspicious climate about the digital consumption model. The increasing number of web transactions worldwide and the new economic model based on web market places have generated the need to provide a safer environment for e-commerce. Work in collaboration with WETHIC, French startup, aiming to build a world of trust for e-commerce (curation of English and French articles).
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Ce que dit l'Article 24 de la Loi Numérique adoptée par le Parlement Français - Juillet 2016 (Avis Consommateurs)

L’Article 24 de la Loi Numérique porte sur les modalités de publication et de traitement des avis mis en ligne.

 

Inséré dans la section 3 (Loyauté des plateformes et information des consommateurs), l'Article 24 précise dorénavant dans la loi Française les obligations des acteurs du e-commerce qui sont tenus de protéger les droits des consommateurs en insistant sur la nécessaire clarté et la transparence de l’information diffusée sur les plateformes.

 

La République Numérique est en marche !

Vincent Bronner's insight:

Rappel : Lors d'une session extraordinaire en date du 20 juillet 2016, le projet de loi pour la République Numérique (dite "Loi Numérique" ou "Loi Lemaire") a été adopté après un processus collaboratif original de concertation avec les citoyens Français.

 

Pour la première fois en France, un projet de loi a été co-créé avec les internautes avant son envoi au conseil d’Etat et son adoption en Conseil des ministres.

 

Cette création participative de la loi a duré trois semaines fin 2015 et a permis à chacun de contribuer au texte législatif pour l’enrichir et le perfectionner. Ainsi, les participants ont pu émettre un avis sur les différents articles du texte et faire des propositions de modifications qui ont elles-mêmes été soumises à l’avis des internautes lors d’un vote ouvert. Chaque citoyen pouvait ainsi apporter sa contribution aux 3 titres du Projet de Loi Numérique :

 

Titre I : La circulation des données et du savoir

Titre II : La protection des droits dans la société numérique

Titre III : L’accès au numérique

 

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France has just adopted a Digital Republic bill (July 2016) - Fundamentals explained in this curated article

Digital technologies and their uses are the driving force behind radical changes to our economy, redrawing the boundaries of public and private spheres and reshaping social interactions.

 

The repercussions of these changes are now all-encompassing and are mapping out tomorrow’s society.

 

Twenty-first century France must embrace digital technology, prepare for future developments, take up all the opportunities and shape a society that embodies the principles of liberty, equality and fraternity.

 

Key objectives are summarized in this article.

 

Vincent Bronner's insight:

For France, digital technology offers new possibilities for development, growth and sharing. Democracy and public debates were also at the center of the initiative launched by Emmanuel Macron, Minister of Economy and Finance, and Axelle Lemaire, Secretary of State to Digital Economy.

 

The new "Digital Republic bill" adopted in May 2016 was the first time ever interactive online consultation organized by a French government for a legislation process. Indeed, before submitting the Digital Republic bill to the Conseil d’Etat (French Supreme Administrative Court), everyone had the chance to provide their input on the legislation during the consultation held in 2015.

 

A. Contributors were able to comment on the text’s articles and suggest amendments which were, in turn, open to remarks from other Internet users building a space for online democracy.

 

B. Once studied, some of the proposals might have made their way into the Digital Republic bill making this initiative interactive.

 

C. The government also officially replied to those suggestions which were the most popular amongst Internet users after voting online.

 

A truly innovative experience!

 

https://www.republique-numerique.fr/pages/in-english

 

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DGCCRF: le point sur les faux avis de consommateurs sur Internet et les pratiques trompeuses de modération

Depuis 2010, la DGCCRF a mené différentes enquêtes dans ce secteur et recensé de nombreuses pratiques discutables. Ainsi, certains gestionnaires d’avis suppriment tout ou partie des avis de consommateurs à tendance négative, au profit des avis plus positifs. Cette pratique semble très répandue et peut aboutir parfois à la suppression pure et simple de tout avis négatif.

Vincent Bronner's insight:

Les travaux menés par la Direction générale de la concurrence, de la consommation et de la répression des fraudes (DGCCRF) nous fournissent des informations précieuses sur les pratiques dans le secteur du e-commerce en France.

http://www.economie.gouv.fr/files/files/directions_services/dgccrf/documentation/fiches_pratiques/fiches/faux-avis-consommateurs.pdf

 

On constate que les infractions en matière d’avis de consommateurs sont relevées dans tous les secteurs d’activité sur internet  (automobile, électroménager, mobilier, habillement, services), mais également sur les réseaux sociaux, dans le secteur des applications mobiles. Heureusement, certaines pratiques trompeuses et illégales donnent lieu à des poursuites judiciaires mais la DGCCRF disposent de moyens humains trop limités pour agir face à l'ampleur des enjeux commerciaux..

 

La publication de la norme NF Z74-501 en 2013 sous l'égide de l'AFNOR et de nombreux participants volontaires ne suffit pas à prévenir les abus constatés sur les sites de e-commerce.

 

Disposons-nous d'une législation suffisante et des moyens à la hauteur des enjeux liés à la croissance du e-commerce ?

N'est-il pas temps de mettre en place de nouvelles solutions permettant la réelle certification des avis consommateurs ?

 

 

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How Marketers Can Gain the Trust of Tech-Savvy Consumers

How Marketers Can Gain the Trust of Tech-Savvy Consumers | Building a world of trust for e-commerce | Scoop.it

Today's tech-savvy consumers want brand relationships built on trust, not sales tactics. Brands can build trust and more customer engagement (=value) in a technology-driven world. How to boost consumer trust with 4 tips:

1. Tell Your Whole Story

2. Cultivate a Relationship With Your Consumers

3. Provide Context Around Each Communication

4. Reduce Friction With Visits to Your Site

Vincent Bronner's insight:

4 tips to build trust with e-consumers explained in this article

In a nutshell, marketers should not be worried about transparency and open communication on websites; promoting those values is creating a trusted relationship between brands and consumers.

 

When are brands and marketers going to apply these values to consumer online reviews?

Let's discuss that: do you think it is better for a brand to hide negative reviews on a product/customer experience or to engage with those customers in a transparent communication trying to understand and eventually respond?

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Online reviews - letting your customers see the true picture, from UK Competition & Markets Authority (official publication)

Online reviews - advice for businesses

In 2016, the CMA took action against an online marketing company that posted fake reviews on behalf of its clients.

The company wrote fake reviews on behalf of small businesses from a wide variety of sectors and posted them on different websites. Online reviews play an important role in helping potential customers decide whether to buy a product or service. Writing or commissioning fake reviews could lead to civil or criminal action. Once discovered, it can also damage the image of the brand and erode customers’ trust in reviews and review sites.

Updated march 2016

Vincent Bronner's insight:

An interesting contribution from the UK CMA on the topic of online reviews - Also named "60 second summary" to get updated on the guidance and recommended practices. Should be applied by any e-commerce site and marketplace to build trust with customers.

https://www.gov.uk/government/publications/online-reviews-and-endorsements-advice-for-businesses

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Online endorsements - being open and honest with your audience, from UK Competition & Markets Authority (official publication)

Websites that publish reviews should make sure that they provide the full picture to consumers and comply with the law.

Businesses, media agencies or individuals that publish opinions online should make sure that content which has been paid for is clearly identifiable. Otherwise the business, media agency and the person publishing the content might break the law.

This summary explains what review sites, businesses, media agencies and those publishing opinions online should do to make sure they comply with consumer protection law.

Updated April 2016

Vincent Bronner's insight:

An interesting contribution from the UK CMA on the topic of online endorsements - Also named "60 second summary" to get updated on the guidance and recommended practices. Should be applied by any e-commerce site and marketplace to build trust with customers.

https://www.gov.uk/government/publications/online-reviews-and-endorsements-advice-for-businesses

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[Revue de presse] Les avis clients donnent-ils confiance en l'e-commerce ? - blog iAdvize

[Revue de presse] Les avis clients donnent-ils confiance en l'e-commerce ? - blog iAdvize | Building a world of trust for e-commerce | Scoop.it
Sur le web, la bataille pour avoir le plus d’avis de consommateurs fait rage. Tous les coups sont permis pour afficher les meilleurs scores. Une fois ces avis récoltés, de nombreuses enseignes et marques ne savent pas complètement se servir de cette masse d’informations. Surtout, les e-consommateurs ont parfois du mal à croire en ces avis, parfois trompeurs.... Lire la suite »
Vincent Bronner's insight:

85% des Français sont favorables à une législation sur les avis clients selon une étude Opinion Way (Janvier 2016).

Les marques qui sauront répondre aux attentes de leurs clients sur la certification des avis en ligne pour rétablir une relation de confiance auront tout compris dans cette nouvelle étape du e-commerce.

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Le business des avis truqués : l'enquête qui révèle les dessous de TripAdvisor et autres sites de recommandation

Le business des avis truqués : l'enquête qui révèle les dessous de TripAdvisor et autres sites de recommandation | Building a world of trust for e-commerce | Scoop.it

Un nombre croissant d'enquêtes révèle que de nombreux avis postés sur TripAdvisor proviennent en réalité d'usurpateurs. Etat des lieux sur un géant de l'Internet devenu incontournable mais dont les pratiques de vérification restent floues et qui revendique la non-collecte de la preuve d'achat. Faites-vous une idée.

Vincent Bronner's insight:

TripAdvisor se présente comme "le plus important site de voyage au monde, où les voyageurs peuvent préparer et réserver le voyage parfait". "Les sites de TripAdvisor forment la plus grande communauté de l'industrie du voyage au monde, grâce à ses 375 millions d'utilisateurs uniques par mois et ses 250 millions d'avis et d'opinions..." (site Internet TripAdvisor - 07/2016). 

Mais que penser de la manière dont les avis clients sont filtrés et contrôlés par TripAdvisor ? Pouvons-nous avoir confiance ?

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Building trust with consumers by Vincent Bronner, July 2016

More and more consumers are expressing concerns about fake reviews and manipulated content on Internet. E-shoppers would like to navigate on websites showing more transparency and trustworthiness.

Vincent Bronner's insight:

Why is it so important to re-build trust for brands and e-commerce platforms with consumers? Because facts tell us consumers are losing confidence when they read on-line reviews. In today's ecosystem, only certified reviews can help develop new relationships between e-shoppers and brands. A French startup is about to change the rules with a powerful solution and an official accreditation delivered by the national certification body.

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Twitter campaign takes aim at fake restaurant reviews on TripAdvisor

Twitter campaign takes aim at fake restaurant reviews on TripAdvisor | Building a world of trust for e-commerce | Scoop.it
Restaurateurs and food critics back #noreceiptnoreview campaign to deter fraudulent posts
Vincent Bronner's insight:

After years of manipulation and unclear practices about on-line reviews, consumers want to be really well-informed and use platforms showing full transparency and trustworthiness.

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Are fake online reviews crushing consumer confidence?

Are fake online reviews crushing consumer confidence? | Building a world of trust for e-commerce | Scoop.it
While a certain percentage of them are almost certainly suspect, customer-driven online ratings and reviews are just too powerful to simply ignore. But does anyone really trust them?
Vincent Bronner's insight:

Can we continue to use platforms and websites that are not taking serious measures to prevent fake reviews?

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Deux sites de voyages sur trois trichent sur les prix

Deux sites de voyages sur trois trichent sur les prix | Building a world of trust for e-commerce | Scoop.it
La Commission européenne et 28 pays ont passé au peigne fin 352 sites de comparaison des prix et de réservation de voyages en ligne. Au total, deux tiers des sites présentaient des «irrégularités» et des «prix pas fiables».
Vincent Bronner's insight:

French Article: The survey provided by the European Commission  shows that 2/3 of travel websites are not providing trustworthy information to the public (very disappointing, but not a surprise as they are still not using any independent auditor to certify their procedures and the consumer reviews). Go and check it out!

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Sur Amazon, la neutralité des commentaires est encore remise en cause

Sur Amazon, la neutralité des commentaires est encore remise en cause | Building a world of trust for e-commerce | Scoop.it

Une étude portant sur 7 millions de commentaires publiés sur Amazon met en évidence les facteurs pouvant potentiellement affecter les notes déposées par les utilisateurs.

 

La pratique : Amazon dispose d'un programme de testeurs. Sélectionnés pour leurs commentaires constructifs, ces derniers reçoivent gratuitement (ou à prix remisés) les produits associés à des catégories de leurs choix afin de laisser leurs opinions.

 

Vincent Bronner's insight:

Cet article documenté au moyen d'une large étude met en évidence les effets peu connus des programmes de testeurs sur les avis rédigés ensuite pour le compte des marques et des sites de e-commerce.

 

Doit-on faire confiance à cette catégorie très particulière de "clients-testeurs" notamment utilisée par le géant Amazon ? Sont-ils vraiment objectifs dans leur notation et commentaires ?

 

Alors que nous sommes très majoritairement enclins à lire les avis consommateurs pour nous faire une idée sur la qualité et les prix des produits/services proposés sur les sites de vente en ligne, il est toujours intéressant de connaître les dessous de ces nouvelles pratiques commerciales.

 

Etude originale publiée par le site Reviewmeta (langue US):

http://reviewmeta.com/blog/analysis-of-7-million-amazon-reviews-customers-who-receive-free-or-discounted-item-much-more-likely-to-write-positive-review/

 

In a nusthell: customers who receive free (or discounted item) are much more likely to write positive review

 

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TripAdvisor takes to the skies with airline user reviews

TripAdvisor takes to the skies with airline user reviews | Building a world of trust for e-commerce | Scoop.it

TripAdvisor is now allowing passengers to post reviews of airlines, a move it claims will “demystify” what is becoming an increasingly confusing market place for travellers.

 

The new function is part of an overhaul of the review website's flight service, which, for seven years, has only been able to offer passengers the ability to compare flight prices, pitching it against the likes of Skyscanner, Expedia and Google.

Vincent Bronner's insight:

TripAdvisor has announced the launch of a new airline reviews platform (July 2016).

 

The company stated "the time has come for a better way to research, compare and shop for flights". The launch of airline reviews will be covering 48 markets in 29 languages.

 

Question: How TripAdvisor will ensure flight experiences will be reflecting real experiences? (no fake reviews)

 

Reminder: in December 2014, Italian authorities fined TripAdvisor 500,000 Euros after ruling that it had failed to adopt sufficient mechanisms to protect consumers from being exposed to false reviews on its website for hotels and restaurants. Has TripAdvisor made progress to prevent fraudulent use of its platform?

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Airbnb sues San Francisco over new rental legislation

Airbnb sues San Francisco over new rental legislation | Building a world of trust for e-commerce | Scoop.it

AirBnB is taking San Francisco to US District Court over rules the City recently approved.

According to the new rules, AirBnB must allow rental housing listings on its site only for hosts who have registered with the City. The problem with the City's new registration requirement, the company said, is that it provides fines and penalties on AirBnB.

Another issue of trust with the existing business model is the generation of unwelcome commercial operators converting affordable rental housing to illegal hotels while citizens have difficulties to find apartments. The traditional hospitality business is also impacted and the administration must recover taxes.

The new rules require AirBnB to only list rentals for hosts who are registered with San Francisco. That violates federal law, argues AirBnB. Note: within the last year, over 200 listings have been removed in SF according to the community marketplace AirBnB.

Restoring a trusted relationship is now needed. Why not relying on a third-party certification company to verify the host identity?

Make your own opinion.

Vincent Bronner's insight:

The disruptive AirBnB community marketplace has created tensions with lots of municipalities and fiscal administrations worldwide. Another escalation occured between AirBnB and San Francisco, the Company suing the City over the new rental rules.

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Giving a balanced picture - do's and dont's for online review sites, from UK Competition & Markets Authority (official publication)

Online reviews can play an important role in helping consumers make the right choices.

In order to maintain people’s trust, review sites should check and present reviews in a way that avoids distorting the overall picture presented to people that read them. If your business’s website allows people to review products or services – whether they are yours, or someone else’s – you should publish all genuine, relevant and lawful reviews. You should also make sure that your processes to collect, moderate and publish reviews don’t hinder this. Updated February 2016

Vincent Bronner's insight:

An interesting contribution from the UK CMA on the topic of online review sites - Also named "60 second summary" to get updated on the guidance and recommended practices. Should be applied by any e-commerce site and marketplace to build trust with customers.

https://www.gov.uk/government/publications/online-reviews-and-endorsements-advice-for-businesses

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Amazon Wants to Kill Fake Product Reviews

Amazon Wants to Kill Fake Product Reviews | Building a world of trust for e-commerce | Scoop.it
Amazon is heading to court again, trying to wipe out more fake product reviews for books and products posted on the retail giant's site.
Vincent Bronner's insight:

Restoring confidence is essential for brands and platforms willing to develop a trusted relationship, meaning growing the business and satisfying customers. This is the next e-commerce model.

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Les vrais faux avis de consommateurs : un faussaire pris la main dans le sac

Les vrais faux avis de consommateurs : un faussaire pris la main dans le sac | Building a world of trust for e-commerce | Scoop.it
Événement intéressant dans la jurisprudence de l'e-réputation de ces dernières semaines.Comme chaque internaute devrait le savoir lorsqu’il consulte les avis déposés par des consommateurs sur des forums consacrés à cette pratique, nombreux sont les avis qui sont des faux...
Via Tolokonnikoff - Seratoo
Vincent Bronner's insight:

La prise de conscience est importante parmi les professionnels et les consommateurs mais la justice est encore trop lente pour lutter contre les faux avis sur Internet.

Les pratiques trompeuses sont encore très répandues, alors que les sites marchands et les marques devraient se mobiliser pour mettre en place des solutions visant à créer un espace de confiance pour déposer des avis clients. Des solutions existent maintenant pour automatiser la collecte de la preuve d'achat du produit ou du service. La justice ne pourra évidemment pas traiter tous les cas face à l'ampleur de la fraude ou de la tromperie sur Internet. La certification des avis clients est un enjeu majeur pour les acteurs du e-commerce et pour renforcer la relation client.

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Interview Europe Parlementaire_Mr Alexis Schotter

Vincent Bronner's insight:

Pour un cadre éthique des avis clients en ligne. Une nouvelle donne est possible grâce à la certification des avis clients pour les marques qui souhaitent instaurer une relation de confiance.

Générer de faux avis ou modérer abusivement les avis clients est en réalité destructeur de valeur pour le e-commerce.

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The restaurant that topped TripAdvisor ratings doesn't actually exist

The restaurant that topped TripAdvisor ratings doesn't actually exist | Building a world of trust for e-commerce | Scoop.it
A restaurant in Italy has topped rankings on TripAdvisor - despite the fact that it doesn't exist.
Vincent Bronner's insight:

Can we really trust what we read on TripAdvisor?!   You should read this article...

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Amazon steps up pursuit of merchants who pay for fake reviews

Amazon steps up pursuit of merchants who pay for fake reviews | Building a world of trust for e-commerce | Scoop.it
In three cases filed with the American Arbitration Association, Amazon accused third-party sellers operating on its site of creating or paying for fake reviews of their products.

 

Amazon made a clear official statement: "Our goal is to eliminate the incentives for sellers to engage in review abuse and shut down this ecosystem around fraudulent reviews in exchange for compensation".

 

This is announcing a new trend for e-commerce. Amazon has clearly understood that a sustainable business model requires to put trust and ethics at the center of the relationship with their customers. Fake reviews are killing business!!!

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