eBay’s ‘Feedback’ system
Most people who have ever heard of eBay would
be aware of its online reputation system, known as
‘Feedback’.	Feedback	is	a	transparent	customer	rating,
there for all potential buyers to see—and it captures
what percentage of your sales have resulted in a buyer
giving you a positive, neutral or negative rating.
And while sellers receive a rating, there is also the
opportunity for sellers to provide feedback to buyers
too. However, eBay recently removed the option for
sellers to leave buyers anything other than positive
feedback. This decision was made after a number
of buyers told eBay that receiving what they felt
was undeserved negative feedback drove them to
eventually leave the site for good. And, when you
think	 about	 retail	 generally,	 there	 isn’t	 an	 obvious
example	 of	where	 a	 retailer	 has	 an	 opportunity	 to
grade buyers on their performance. The obligation on
Providing outstanding customer service 59
buyers is to pay for an item if they have completed
check-out. Once this is done, a professional seller will
automatically leave positive feedback for the buyer.
The	 old	 adage	 of	 ‘you	 can’t	 please	 everyone’	 is
true	 even	 in	business.	You	 can	offer	one	 customer
a	 level	 of	 service	 they	 think	 is	 excellent	 and	 offer
the same service to another customer who rates it
as	poor.	Rating	is	a	subjective	process.	It	is	more	or
less inevitable that, the more you sell on eBay, you
will	 eventually	 receive	 a	 negative	Feedback	 rating.
This is the nature of business, and the key is to learn
from	 the	 experience	 and	 take	 any	necessary	 steps
you can to prevent it from happening again.
eBay’s detailed seller ratings (DSRs)
Buyers also have the opportunity to rate sellers on
four components of their performance:
1 the accuracy of the item description, and
whether	the	item	was	received	as	described;
3 time	taken	to	receive	the	item;	and
4 cost	of	postage/delivery.