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Community, Trust and Good Service.com 

by Sue Blackburn
Deloitte & Touche

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What is it about a web site that makes users return again and again?  Even to visit on a daily basis?  In a crowded global market with over two billion web pages to choose from and a further 7 million being added each day (Cyveillance, July 2000) what is it that makes some web sites more popular than others?

Put it down to 'user understanding and knowledge' and then add to this 'content', 'trust' and 'interaction' and you have the basis of a site that will attract users, retain users and generate new users through recommendation.  These sites are virtual communities, developed to encourage interaction, to provide value-added services and to continually adapt and respond to the user needs.

Interestingly, technology aids this development but is not the driver. The momentum for growth is often derived from a strategy to increase user involvement both with the site and with other users.  These virtual communities are often 'communities of interest' where users contribute to the content of the site, and interact with one another via online discussion.  Underpinning this strategy is an in-depth knowledge of the target audience, which adapts and anticipates the needs of the community.  

Community Strengths

Online communities typically display many of the following traits:

•  A common interest (e.g. subject knowledge, peer group interests, product interest)
• Constantly updated relevant content
• A high level of member interaction with the site (through email, content submission, involvement in discussion groups, mailing lists etc.)
• Regular return visits to the site by members
• Recommendation and viral marketing of the site by the members generating new member acquisition
• Increased e-commerce opportunities through member recommendations and reviews of products and services
• Feedback and marketing information to support the development of the site and its content
• Loyalty to the community and the site.

Change the term 'members' to 'consumer' and it is easy to see why many ecommerce sites are attempting to develop sites that leverage the strengths and qualities of virtual community building. In the online market where pricing is transparent, suppliers are numerous and goods are available 24 hours a day, good service or trust is often the differentiator in encouraging customer retention.  By combining the elements of community building with good service and trust a transactional model evolves where customers make purchases as a result of the value-added services and not based on price.  These customers are more likely to repeat purchase.

Trust and Customer Service

Trust is not just associated with knowledge of brand but also with the experience of using the site, purchasing experience and customer recommendation.  In addition much of this trust is associated with high levels of customer service.  Typically good customer service and trust is provided via most or all of the following:

• A customer-centric business strategy
• Easy to use and navigate sites which allow users to purchase and to find  information to support the purchasing decision and process with ease
• The ability to communicate with the company on and offline
• Company and investor information
• Guarantee of privacy and protection of personal information
• The ability to view account histories and to track the status of current orders
• Email messaging giving order status, details of new offers and information relevant to the buyer/seller
• Personalised pages with content targeted to the individual user
• Secure payment mechanisms
• Excellent fulfilment and returns services

• The ability to contact human help prior to, during and after the sale.

Think about it.  For those who regularly purchase goods online;

• Do customer recommendations or reviews influence your purchase?

• Is your purchase influenced by the provision of detailed information on the product or service?

• Is trust in the customer service and delivery more important than a lower price elsewhere?

• Does a recommendation of the site by a friend who has successfully purchased online influence your decision to buy?

• Is your purchase a result of the site informing you of a special offer or new product that appeals to your personal interests?

If the answer is yes to these questions, then the site you buy from is probably more than a sophisticated electronic catalogue combined with secure online payment.  It will have been developed to supply the customer with an environment with value added services which are often not accessible in the offline alternative.  How many stores allow you access to your purchasing history, to write a negative review of  products in stock for all potential purchasers to read or encourage group purchasing to reduce cost?  Your favoured site may not even be a traditional e-shop but a vibrant and informative community site that provides access to purchasing opportunities. 

Community development is not limited to the B2C sector. The online mall, e-market, e-exchange, B2B hub, online auction, online broker or aggregator all offer access to purchase and selling opportunities.  Indeed many of these sites will require strategies for marketing and site development which encourage community building as a tool to persuade organisations to subscribe and to purchase. 

The online interface with the customer, the web site, should always be under constant evaluation, as should the strategic requirements for the technology that support it and the organisation producing it.   Sites that anticipate user needs do so as a result of an in-depth understanding of customers' requirements and expectations.  Interaction is necessary to understand the customer and communities, attracted by relevant content, services and trust in the site, provide this knowledge. 

For the ultimate example of the value of a community, its influence and the ability to generate knowledge and commerce you only have to look as far as the community known as the World Wide Web.

Sue Blackburn is a national director for E-business specialising in Consumer Business for Deloitte & Touche Management Solutions.  You can contact Sue at sue.blackburn@deloitte.co.uk

Do you have comments or suggestions or other ideas in this field? Give us your feedback.

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