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4. Checking in. Customers should have readily accessible ways to raise security concerns with an online retailer. Online businesses should make phone numbers, instant messaging attendants and/or feedback forms easily accessible. And concerned queries from customers should be addressed in a time-sensitive manner.
5. Checking out. Given that checkout is when online deals are consummated, use that interaction to nurture trust. Most well-run websites — such as Amazon or eBay — send printable order and shipping confirmation emails. These features assure customers that someone is watching out for them throughout the transaction.
6. Education. Finally, businesses should take on the responsibility of educating their customers on what to look for as they transact online. This takes online security beyond the measures you put in place and builds trusted relationships between merchants and consumers that'll pay dividends far beyond today’s purchases.
Tim Callan is the vice president of product marketing at VeriSign, an internet infrastructure services firm. He can be reached at tcallan@verisign.com.
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