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Go Global: Break down the barriers to online shopping

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One of the complaints I hear most often from those who reside outside of the United States is the inability to input foreign addresses on U.S. ecommerce sites. Some companies might not support international sales due to an inability to handle international shipping, import/export regulations or currency conversions. While strategies do exist to overcome these difficulties, that’s a topic for another post.

But what if an out-of-country shopper is simply looking to purchase an item for delivery to a stateside address? Whether it’s a grandchild’s birthday present from American Girl, a wedding gift from Macy’s gift registry, or a simple gift certificate for the Olive Garden, many ecommerce platforms are unable to accept shipping addresses in one country and billing addresses in another. The result: lost revenue for merchants and frustration for shoppers with friends and loved ones in other countries.

Security is one of the main reasons cited for not accepting international billing addresses. Right now, only a few countries support AVS (Address Verification System), an automated process that uses a cardholder’s billing address to verify his or her identity and thus help reduce the risk of fraudulent transactions. However, there are other ways to protect against fraud without limiting sales to residents of the seller’s country.

The following guidelines can help retailers accommodate international customers with minimal effort and expense. And the potential for increased sales and goodwill should more than cover the costs incurred.

1. Revamp the Checkout Process.

In order to accommodate foreign addresses, a Web site will need to be recoded to take regional differences into account, a process known as internationalization. If international delivery is not supported, only the billing address fields will need to be revised. However, messaging informing users about shipping locales and policies must be clearly and prominently displayed.

Victoria’s Secret uses a flexible checkout form that enables shoppers to input billing and shipping addresses for different countries. By asking users to indicate billing & shipping locations prior to providing them, the site is able to tailor the form fields to the user’s specific needs.

Victorias Secret web form
Figure 1. Victoria’s Secret online billing form

HarryandDavid.com, a site specializing in gift baskets, also makes it easy for users to purchase from one country and ship to another. Selecting an option in the “Country” drop-down menu resets the form to one that accepts foreign address formats.

Harry and David web form
Figure 2. Harry & David’s online billing form

2. Verify billing information manually.

If AVS is not an option, merchants can contact the purchaser’s credit card company to verify the information submitted online. The reduction in abandoned shopping carts should more than make up for any additional time or effort necessary to process sales. Retailers currently requiring shoppers living abroad to call in their orders via telephone will actually experience a decrease in processing time, by keeping the entire purchasing process online.

3. Use an online payment processing service.

If manually verifying billing addresses is not feasible, utilizing an online payment processing service is another way to expand a company’s customer base. With these simple, low cost services, online merchants can offer shoppers around the world a safe and secure environment for inputting their credit card information.

Paypal, the most widely used of these services, enables users to either remain on the seller’s site throughout the entire checkout process or be linked directly to Paypal.com in order to complete their purchase. Major retailers like Barnes and Noble, Cooking.com, and Dell all offer users the option of paying via Paypal.

Amazon Payments, a subsidiary of ecommerce behemoth Amazon.com, provides shoppers access to the payment information stored in their Amazon.com account, ensuring a simple and familiar user experience. Buy.com and JR.com are examples of large online retailers that utilize Amazon Payments in addition to other means of processing ecommerce transactions.

JR.com payment
Figure 3. JR.com’s alternate payment options

With all these options, even if a site can only handle domestic shipping, there really is no reason to close the door to international shoppers.

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Elizabeth Glynn

Elizabeth is a user experience practitioner with expertise in information architecture, interaction and user interface design, usability, user-centered strategy and research.

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An elearning cautionary tale I: What went wrong with the online training scheme

As promised, this post offers my perspective on what went wrong with the training scheme scenario I described a couple of weeks ago: (Original post: An elearning cautionary tale I: Our online training scheme).

What went wrong

Fundamentals

The problems started immediately with the MD’s own attitude. On one hand, it’s great that he takes a real interest in the CPD that goes on in his organisation and wants to bring it up to date, but his lack of knowledge about elearning and tendency to be waylaid by shiny toys are obstructive. In addition, both the HR Manager and (especially) Head of Staff Development are themselves in need of CPD about organisational elearning.  Better backgrounds and knowledge would have stopped this situation from happening in the first place. If the MD had asked his HR people to upskill themselves instead of pushing software at them, the foundation could have been put in place to allow updated learning to be implemented properly.

If they felt things needed to change quickly, this would have been the time to bring in an eLearning Specialist or Consultant to provide some immediate support with the whole process of updating their training.

eLearning is not IT

Another fundamental and extremely common error was going to the IT Manager for an opinion about elearning. Some orgs even go so far astray as to class elearning as an IT project, giving more emphasis to the “e” than to the “learning”. From his answers, it’s clear to see that the IT Manager (rightly) concentrates on his area of expertise — the technical aspects of the software and its ability to integrate with the org’s own systems and network. This is important, but it tells nothing about how effective the software will be to deliver the particular training envisioned.

eLearning is not IT, in the same way that dentistry is not drilling equipment and cooking is not pots and pans. These are all tools used for a more varied discipline or activity. IT is a complex and technical subject that infiltrates just about every part of our lives; “elearning” merely calls attention to that fact in relation to traditional ways of learning.

Reactions

These fundamental errors and warning signs put in motion a whole chain of reactions that developed as a somewhat panicky response to the MD’s original whim. The organisation does not seem to have a culture in place allowing managers to disagree with the MD, or else the Head of Staff Development may have been able to talk about the virtues and benefits of their current practice. I’m a firm believer in the “horses for courses” tenet, which advocates finding the best solution for a problem — don’t change just for change’s sake. There was clearly no driving need to force a change, and experiments with using elearning could have developed with deliberation and small-scale piloting.

Lack of skill

The project staff knew they didn’t have the expertise to use the software to full advantage in terms of both creative multimedia skills and dynamic instructional design, and thus could only produce boring text-heavy tutorials.  Where affordable, external contractors with a track record of producing vibrant elearning may have led to the best results, and/or intensive CPD for the project staff, which has the added benefit of giving them valuable skills.

Chaotic rollout

With any major change to working practice, especially anything viewed as mandatory, more consideration needs to be taken for preparing the staff and then for the actual rollout. Instrumental to this is training, even if the software seems “intuitive”. HR should have thought ahead of time about issues of access for travelling or remote staff, and this is where IT should have been consulted to make sure everyone could get onto the system one way or another. Finally, anyone else required to complete the training who is not set up with computing (e.g., cleaners) should have an alternative version to make sure they’re included.

The knee-jerk draconian reaction to employee disatisfaction simply made matters worse, and a betting man would have put money on someone finding a way to circumvent the system.

What started as a simple attempt to bring in some new training ideas turned into a major war between management and staff.

Solutions

Ideally, an eLearning Specialist would have been called in at the first glimmer of an idea to avoid problems from happening, or at least somewhere earlier in the process to do damage limitation.  Even at this late stage, he or she can help with finding ways to get back on track.

The first thing to do is to make sure everyone is able (one way or another) to complete the first of the tutorials which have already gone out and been mandated.  Be gentle and don’t worry about a few cheats. Let this episode fade from memory. Run a traditional workshop with an especially good lunch, end the day a bit early and let people go home, creating goodwill.  Use your best HR techniques to restore a good relationship with the staff. Stop production on the further tutorials and call in the eLearning Specialist, who will help you decide how to rethink the use of elearning in a more organic and successful way. If you’ve already bought software, he or she can make sure you find ways to use it well. If you haven’t he or she will have an opportunity to present a range of options that might suit your needs better.

Did you see other issues or solutions?

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Nancy Weitz

Nancy is Director at Architela and specialises in internet strategy, collaborative learning and user-centred design

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6 ways to treat job candidates humanely

job interviewHow humane is your recruitment process from the candidate’s perspective?


Caveats

It is true that this post is not about either web strategy or online learning, but I’ve recently heard the sad tale of a friend’s quest to find new employment, and memories of my own experiences with the recruitment process from both sides of the table rose to the surface in sympathy. I feel compelled to speak out (at some length). Let me say up front that most of the egregious sins against the candidate that I have experienced or know about personally have been perpetrated by universities, but I know such problems exist across all sectors.

1. Reasonable applications

Every organisation seems to have its own quirky application that’s just different enough to make it difficult for an applicant to fill it in easily. Too many orgs are suspicious about allowing applicants to use the resumes or CVs that they have spent so much time crafting to display their strengths. At best, they are required to supplement their CV with the application, which asks for the same information all over again.

Is this suspicion designed to circumvent any spin that might be contained in the CV and show the applicant’s true colours?  Generally, no. It is designed to make sure the information fits into the software or database the org uses and present an easily digestible way to compare candidates.

In addition, too many orgs are still requiring hand-written applications either to make sure the candidate is literate and weed out plagiarism, or because they can’t be asked to computerise their recruitment system. Both of these reasons are bad ones and point to questionable business practices and attitudes.

Ideally, an org will let a candidate use his or her own CV and have a short supplement for any additional information they need to collect. However, if orgs will insist on making candidates fill in idiosyncratic forms, make sure applicants can copy and paste from their own CVs, submit online AND save a copy of the application locally.

2. Acknowledgement and regular updates

It should go without saying that a polite organisation will acknowledge every application received immediately upon receipt and provide regular updates about the recruitment timetable to everyone who has taken the trouble to apply. Applicants should be told in a timely manner about deadlines and movements from one stage to another in the process.  Being left hanging without even knowing for certain that the application has been received is an unnecessary stress on candidates and can lead to them ringing the HR team in large numbers to find out what’s going on. If this happens, the irritation the harrassed HR officer feels should be aimed directly at the faulty system his or her own org has in place.

If a job announcement results in an unexpected and overwhelming number of applications that need to be read by the recruitment team, the reason will be one of the following:

  • the advert wasn’t specific enough to the actual post on offer (org’s fault)
  • the org has recently become popular and lots of people want to work there (a good thing)
  • appropriate first-cull processes are not in place (org’s fault)
  • we’re in a period of high unemployment or other external factor (no one’s fault)

Regardless, everyone deserves an acknowledgement, even an automated one as long as it verifies whether the application has been received in good order.

3. Thoughtful shortlisting and longlisting

Once the initial cull has weeded out candidates who clearly don’t fit the post for whatever (legitimate) reason, the recruitment committee — containing all the members of the interview team — needs to pick the short list (or, in the case of a major or competitive hire) a long list and then a short list.  The long list includes the best candidates and others who are acceptable if the whole short list ends up out of contention after interviews.

This listing is a private process, of course, but the issue for the candidates is how long they are to be left hanging before they know whether they have a chance. Of course the shortlist will know right away as they will be invited to interview, but those on the long list are usually left with no idea.  I would advocate a certain level of transparency — the long listers should be told they’ve made the first cut and may still be called for interview, and the organisation should ask for patience.  This is very encouraging for the candidates and won’t endanger the process.

If there’s a delay while the chosen candidate is negotiating or deciding whether to accept the offer, short-listers who are still in contention should be told that’s what’s happening. This will keep their expectations realistic and show your consideration.

4. Humane and knowledgeable interviewing

In my experience, except for certain university practices, most interview teams do try to be humane while they’re interrogating nervous candidates. It takes a particularly callous person with no memory to be unmoved by trembling, sweating, stammering people so desirous of working with you that they’re willing to forego their dignity for the chance.  No matter how much you smile patiently, pour glasses of water and ask easy ice-breaker questions, you will never overcome most candidates’ nerves. The best thing you can do as an interviewer is be pleasant, efficient and — above all — ask well-worded and relevant questions and really listen to the answers.

We all know that candidates should rehearse and prepare ahead of time, but it’s also important for interview teams to keep to a carefully prepared plan and list of questions, choose ahead of time who will ask which questions and decide what they will do if certain things happen (a fire drill comes to mind in the middle of one of my own interviews). Too often, interviews are slapdash: how they think they’ll find the right employee with ill-conceived and unorganised questions is beyond me.

Some orgs run personality tests, which I think are dubious at best, as they’re time-consuming, unreliable and most candidates will be too nervous to concentrate or will do their level best to answer only what they think the org wants to hear anyway.

It may be specific to academia, but there’s a style of interviewing that’s designed to throw candidates off-balance to see how they’ll react, whether through hostile attitudes and questions, uncomfortable environment (hotel room with interviewers sitting on the bed) or by having the whole short-list spend the interview day together, competing for the attention of the interview team. Needless to say, I think these practices are unethical and sadistic.

Lastly, candidates should have some say in the timing of their interview. Granted, scheduling is a big headache, but once the day(s) for interviews has been set, show some consideration for those who have tricky travel arrangements and don’t penalise them for daring to ask for a different time. Short-listed candidates should also have all reasonable travel expenses reimbursed by the org.

5. Sensitive, constructive and timely rejection

One of the biggest and most common failings in the interview process is the way unsuccessful candidates are rejected. Many orgs leave notification of rejection to HR, who treat it as a tedious afterthought, whereas it is absolutely critical to the candidate’s sense of self-worth. A people-centred org will have a considerate process and policies about handling this unpleasant but necessary task.

One of the worst things an org can do is to put a notice in the advert ahead of time saying that if the applicant hears nothing by such-and-such a date, to assume they weren’t successful. This indicates a complete abnegation of duties and lack of respect for the applicants. If an org needs an employee and can be bothered to recruit, they damn well better be bothered to follow through the whole process responsibly. Orgs which send generic “dear applicant” letters are only one step better:  if they can master a simple mail-merge task, they can at least make sure everyone is named in their letter.

But the one that really gets my goat is the org that sends short-listed candidates the same generic “dear applicant” letter they sent to the first cull as the only followup to the interview. If you thought enough of these candidates to bring them to an interview, you should think enough of them to explain why you chose someone else. Every short-listed candidate should receive a personal phone call from a member of the interview team. To do any less is unforgiveable rudeness and cowardice.

The letter to first-cull applicants should be sensitive and a bit bland, thanking them for the application, but expressing the strength of the pool and the existence of people with more relevant experience, qualifications, etc. These letters should never pass judgement directly on the applicant.  The personalisation and sensitivity should increase accordingly for candidates rejected at later stages of the process.

A responsible and caring org will:

  • send first cull applicants a rejection letter, mentioning them by name, as soon as they’ve been culled
  • send unsuccessful long list applicants a personalised rejection letter as soon as possible, with constructive feedback
  • phone unsuccessful short-listed candidates as soon as possible once the decision is made and send them a personalised letter with constructive feedback.

6. Personal responsibility

So why are large organisations particularly susceptible to these sins against candidates? Because parts of the process are almost entirely siloed off to an impersonal HR department rather than the department or work group where the candidate would actually be working. Managers in the work group cull, interview and make decisions, getting to know many of the candidates on paper and a few in person, yet (aside from the interview) all contact with those candidates is made through HR, who can and does treat them like statistics.

There’s a lack of accountability and personal responsibility right at the point it matters most to the candidate — where they come into contact with the organisation and hope they’ll be seen as individuals who have made themselves vulnerable and deserve respect for who they are and what they do.

It’s a bad sign when an organisation handles this difficult and important process with a complete lack of sensitivity. If this is the best they can do to try to attract employees, is this an org that will nurture and take care of its own once they’re on board? When a jobseeker is desperate for a good job, he or she may not be discerning or brave enough to look ahead to the future of what it may actually be like to work there.

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Any comments, additional tips or experiences you want to share? I’d love to hear them!

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Nancy Weitz

Nancy is Director at Architela and specialises in internet strategy, collaborative learning and user-centred design

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