Confidence is and always has been the base for success for whichever company: if the client doesn’t trust you, they won’t buy from you. This is a reality which few of us are willing to dispute and neither did our grandparents dispute it when all the shops were “offline” and when the idea of “online” was more a question of science fiction than an actual reality.
Of course now, times have changed and many of those business which reached their customers on an “analogical” level now have become “traditional businesses”, whereas those who have digital tools as their foundations are modern and current businesses. And in this context, what happens with the confidence and trust? Well, it keeps playing a crucial part.
If before the trader had to make every effort possible for the buyer to believe their word and trust in them, now it is the entrepreneur dealing with digital projects which has to gain the confidence of their customer; which, if you think about it, is perhaps even more difficult. Online businesses are not able to see the faces of their clients, they don’t speak directly with them, and they can’t interpret their nonverbal language. Even with that being the case, they still have to gain the confidence of their customers.
In this context, making a special effort to create an image which reduces legitimate doubts which the customer may have prior to making an online purchase will be essential for the businesses’ success.
CSR becomes a tool which humanises a “digitalised” company, to show that they also have a heart (just as the trader had from the shops of 20 years ago where everyone used to go).
E-commerce users want to have faith in their online shops, they want to trust them. It will be hard for them not to trust them if these businesses show that they have a real involvement in the society which they have developed in, and if they show that they work ethically and represent their values.
The first step to build confidence is to show commitment and CSR is an exceptional way of doing exactly that.