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ISO发布新标准让在线评论重新获得信任

发布时间: 2018-07-04 14:44:47   审校:睿智   浏览次数:
来源:https://www.iso.org/news/ref2295.html  

消费者的评论在购买决策中发挥着越来越强的作用,但是纷繁复杂的平台和观点,你能信任谁呢?刚刚出版的新标准制定了一些规定,旨在恢复人们对在线评论的信任。

在线评论对于公司而言,是福也是祸,它往往是消费者了解公司的第一站,而现今的互联网充斥着各种专门评价餐厅甚至律师每一项服务的网站。我们热衷于浏览这些网站。福布斯的一项研究表明,90%的消费者在访问企业前会阅读在线评论,而这些评论影响着67%的购

买决策。然而,虽然可信的评论很多,但虚假的也不少,顾客吹毛求疵,公司修改或筛选评论以隐藏差评,竞争对手撰写恶意差评以及其它“欺诈交易”等,这些行为都损害了整个过程的信任。

刚刚发布的ISO新标准旨在通过详细说明组织对消费者评论网站进行有效管理的要求以改变现状,并提出了有助于提高消费者信任和保护供应商免遭利用的建议。

ISO 20488在线消费者评论——收集、管理和发布的原则和要求这项标准旨在审网站及公司本身,是ISO在线信誉技术委员会ISO/TC 290发布的第一项国际标准。

从收集、管理到发布的整个流程中,它反映了国际最佳实践,有助于公司提高消费者对在线评论的信心,保护供应商免受恶作剧的侵扰,并提高产品和服务的质量。

ISO/TC 290技术委员会主席Laurent Petit(劳伦·佩蒂特)表示,在线评论允许消费者能够交流信息、观点和经验,反过来又能推动产业进步。

他评论道:“撰写和阅读在线评论的能力赋予了消费者非常强大的权力,每年发布的内容数以百万计。”

“然而,审查网站的管理是否良好,内容是否可靠,对消费者和供应商来说至关重要,否则信任会瓦解,声誉也会受到不必要的损害。”

“ISO 20488遵循诚信、透明和准确的指导原则,旨在改善这些网站的管理水平,从而提高其可信度。”

 

Putting the trust back into online reviews

Consumer reviews play an increasingly strong role in purchasing decisions, but with a plethora of platforms and opinions, whose view can you trust? A new standard just published aims to put some order into the process to restore back our faith.

Both a bane and a boon for companies, online reviews are often the first port of call for consumers and the Internet is now awash with Websites dedicated to the evaluation of everything from restaurants to lawyers. And we love them. A Forbes study showed that 90 % of consumers read online reviews before visiting a business and those reviews impact 67 % of purchasing decisions1).

Yet, for as many reliable reviews, there are just as many that are less so, with controversies around fake reviews, customers with an axe to grind, companies modifying or screening notes to weed out bad testimonies, false negative reviews written by competitors and other “dodgy dealings” that erode trust in the whole process.

A new ISO standard just published aims to change all that by detailing requirements for organizations to effectively manage consumer review sites and featuring recommendations that will help increase consumer trust and protect suppliers from exploitation.

Aimed at review Websites as well as the companies themselves, ISO 20488, Online consumer reviews – Principles and requirements for their collection, moderation and publication, is the first International Standard published by ISO’s technical committee for online reputation, ISO/TC 2902).

Reflecting international best practice throughout the process, from collection to moderation and to publication, it helps companies boost consumer confidence in online reviews, protect suppliers from mischief and improve the quality of products and services provided.

Committee Chair Laurent Petit said that online reviews empower consumers by allowing them to exchange information, views and experiences, which in turn can drive industry improvements.

“The ability to write and read online reviews is very empowering for the consumer, and there are millions posted each year,” he commented.

“However, it is vital to both consumers and suppliers that review sites are well managed and the content is reliable, otherwise trust is eroded and reputations are damaged unnecessarily.

“ISO 20488 aims to improve the management of these sites – and thus their credibility – based on guiding principles of integrity, transparency and accuracy.”

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