Totally agree with this. It’s literally “proof of work” in action. First impressions are everything in this regard. The trust comes from that very first interaction with the merchant. Are they responsive? Friendly? And the cherry on top - do they include a thank you note in the delivered package? If so, that’s a trusted merchant. They may not nail it every time due to particular circumstances, but you can bet they’ll come around and make it right.

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