The issue of resolving
customer conflict online commenced probably around the time the
first customer received an ecommerce order and found
dissatisfaction with the process. We've notably seen this with
auction sites like eBay and others, where a feedback system
helps but doesn't completely satisfy every single dispute to
potentially arise.
It's a system where Modria
founder and CEO Colin Rule, notably once the head of dispute
resolution for eBay and PayPal, wants to demonstrate a better
way. His company announced today the launch of their online
dispute resolution platform. They refer to their product as the
Fairness Engine, a name that might evoke
a
certain historical reference in the minds of some (ok, maybe
just me.)
Modria however is a little more complex than just a reference
to a thinking calculator. For companies adopting Modria's
technology to aid in dispute resolution, it aims to provide a
turnkey, modular approach to the process.
Through its modules, Modria collects the salient points of a
dispute. It enables the disputants to discuss, on the record,
the areas of contention, and suggests potential resolutions.
Modria can mediate these discussions, and if parties agree it
also offers the option to submit the matter to arbitration.
Such details, and the process overall, come across as
something only a John Grisham grasps with surety. Fortunately,
Colin Rule consented to a question and answer session with
EcommerceBytes regarding Modria:
EcommerceBytes: Does resolving an issue through Modria
require the object of the complaint (online seller, review site,
etc.) be a Modria client? Can a random person come to Modria
with a complaint about another individual or non-Modria client
and alleged poor online service?
Colin Rule: Yes, a random person can come to the
Modria site and file a dispute (at
Dispute.Modria.com).
We'll contact the respondent and do our best to urge them to
participate. This is the way most community and commercial
dispute resolution organizations work - once a case is reported
they handle the outreach to the respondent.
It's usually more effective if the parties mutually agree up
front to participate, and we are proactively reaching out to
online marketplaces and reputation systems to get them to opt-in
before any of their users file a dispute, but we will handle
outreach to the respondent even if we've never communicated with
them before.
EcommerceBytes: What steps take place if the initial
resolution action isn't acted upon by the party required to act?
Does the complainant pay for additional escalation?
Colin Rule: The best case is when the parties agree on
a mutually acceptable resolution, because then they are both
very likely to adhere to the agreement. If there is concern that
one side or the other won't follow through, the agreement can be
drafted as a contract that both parties e-sign - and that's
enforceable in a court if need be. Modria can enforce some types
of outcomes, while other outcomes require third-party
enforcement (e.g. a marketplace, or a payment system enacts the
agreed upon resolution). Modria can also conduct arbitration
processes where the parties are legally bound to abide by the
decision rendered by the arbitrator.
EcommerceBytes: With Modria having been around for a
while, what significant changes are taking place starting
Monday?
Colin Rule: Modria has been working with several
channel partners to resolve disputes over the last year. Now
Modria is expanding to offer services to non-partners. Mediators
can get their own Mediation Rooms at
MediationRoom.Modria.com. Individuals can file disputes
directly at dispute.modria.com.
Any website (or individual eBay seller) can now request a
customized resolution flow to be integrated into their website,
or hosted at *.modria.com. So this announcement is really
Modria's general availability to the public. We want to make our
"Fairness Engine" widely available, to help people resolve part
of the epidemic of unresolved minor injustices that take place
across the internet every day.
EcommerceBytes: Regarding the
purloined photograph situation described on the Modria blog,
what would the steps be in resolving this?
Colin Rule: Well, that's a complex scenario - that's
why we posed it on the blog! Ideally the stock photo website
would agree to cooperate with the Modria system, so the
complainant (the person whose photo was stolen) could report the
case, and a representative of the stock photo site would respond
within the Modria platform. Evidence could be shared (via
upload, or link to a third party photo site) that would convince
the stock photo representative that in fact the photo was the
property of the complainant, and the photo would be taken down.
If the stock photo website refused to participate, then the
complainant could file a case with a consumer protection
organization or and intellectual property office via the Modria
system to report the violation - and those agencies would put
pressure on the stock photo website to remove the photo, under
threat of legal action. And at least, if the stock photo site
refused to participate and no public channel was available, the
complainant could publicize the case and warn other users about
the IP violation they experienced on that stock photo site,
which could pressure the stock photo site to take the infringing
image down.
EcommerceBytes: Your
interview with EcommerceBytes last year discussed
ebaycourt.com, which is only available in India (although it
currently seems to be offline). This still hasn't been rolled
out worldwide. Why do you think this isn't more widely
available, and how has Modria overcome whatever those issues may
be?
Colin Rule: The issue with the eBay Court was that the
project lead in India left the company, so there was no one to
continue to host the effort internally. Such is the way of
things at a big company. But the eBay Community Court lives on
in the Gebruikersjury, which is live in The Netherlands as part
of the eBay site
Marktplaats.
I wanted the eBay Court to expand to all eBay feedback
globally, but it was not to be (you can ask the eBay Feedback
team about why they made that decision).
We are still working with eBay on the Independent Feedback
Review program in
eBay Motors, and we were able to help get this program
extended recently into Business and Industrial categories.
I am optimistic that Modria will be able to build more
resolution flows for eBay and PayPal moving forward - but it
will only happen if the community of eBay buyers and sellers
continues to make the case and explain the value.
About the Author
David A. Utter is a freelance writer based in Lexington, KY.
Find him on Twitter @davidautter and on
LinkedIn.
opyright 1999-2012. Steiner Associates LLC.
All rights reserved.
http://www.ecommercebytes.com/cab/abn/y12/m11/i20/s03
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