Improve Customer Satisfaction with the Voice of the Customer Page
The Voice of the Customer page is a tool that allows you to gain valuable insights from customer feedback. You can review the recent updates to the page, the Customer Experience (CX) Health of your offers, read customer comments, identify product and listing issues, and act to resolve problems.
By leveraging this data, you can optimize your products and listings, leading to improved customer satisfaction and increased sales.
Key Benefits:
- Identify Issues: Get detailed insights into customer complaints like mislabeled, damaged, or defective products and inaccurate listings, allowing you to address issues proactively.
- Stay Informed and Take Action: Regularly review the page to stay informed about potential problems and take immediate actions like removing damaged inventory, updating product details, or consulting help resources.
- Monitor Customer Experience: The CX Health metric evaluates your offers' performance relative to similar products based on customer feedback, helping you identify areas that need attention to improve the customer experience. Review offers with poor or very poor CX Health ratings. Your offers’ CX Health is categorized as excellent, good, fair, poor, or very poor. We recommend reviewing all the offers with poor and very poor CX Health to understand and resolve problems.
- Targeted Solutions: For example, for a damaged item issue, the dashboard provides a breakdown of factors like product spoilage, packaging problems, and damaged products, enabling you to implement targeted solutions like optimizing packaging materials or handling processes.
How to access:
Menu > Performance > Voice of the Customer
Resources:
What would you like to see in this tool? What has been your experience using it?
Roberto
11 replies
Seller_0rXAME9V4LQSx
I thought this was where you go to see how many customers are defrauding us by claiming defective items just to get free returns?
Seller_LImVvUWeyiCfQ
A News post 9 months ago, another 5 months ago, a so-called "improvements" made to VOC post a few weeks ago - how many times are we going to rehash this same useless "tool" that Amazon thinks is so beneficial and sellers know is not?
Seller_KAtrS2VELPMAs
"What would you like to see in this tool? What has been your experience using it?"
The additional Customer comments would be very helpful to see in this area without having to go to returns and download the report to get them. I see there are a couple comments at the bottom left of this page but are these all of them?
Why is an item deactivated when the CX Health says GOOD or even EXCELLENT? Makes it confusing and wonder the validity of this page
SKU would be helpful
Why does Amazon allow people to leave poor product star ratings on an item without leaving a comment? Very unfair and not helpful.
Thank you for asking.
Seller_hQmcRfWjdzcZm
The VoC page is a good tool for identifying product defects early on. However, the majority of feedbacks typically relates to customer remorse rather than product/listing issues. This unfairly leads to increased stress for sellers and an inaccurate NCX rating.
I have a NCX return with customer comment "Do not need this size". Amazon AI interprets this as my listing needs better size information. Yet, the product is electrical wires where the wire gauge size is explicitly stated. It's more accurate to interpret this as the customer no longer want/need the item. The ease of Amazon’s return policy encourages customers to over-purchase multiple size items for their project and then return the ones they don't need at the end. This inevitably leads to returns that are not a result of product or listing issues.
Here are four suggestions that would improve the Voice of Customer tool:
1. Criteria for NCX too broad . Amazon should tighten these standards to ensure that only genuine product or listing related issues are reflected in the metric.
2. Reduce the bias in customer feedback. Customers have a strong tendency to attribute return to "product defects" rather than the real reason "No longer needed." Despite Amazon’s assurance that feedback does not impact returns, buyers may be concerned that acknowledging their own fault for returns could potentially restrict their ability for free future returns. To balance this, Amazon should make "No longer needed" the default selection and have an expandable "other reasons" section that requires an additional action to select. This design encourages customers to choose the default option unless they have a specific reason that necessitates further explanation.
3. Recognize that most sellers are honest, experts on their own products, and should be trusted accordingly. Amazon could provide sellers with more leeway to dispute and remove feedback that they believe is inaccurate or unfair. Additionally, Amazon could consider granting sellers a degree of control over the NCX metric. For example, Amazon could introduce a system where sellers earn credits that allow them to remove certain feedback. This could be structured as one credit earned for every set number of orders valid over a 3 month period.
4. The 30-day order total in the NCX rate calculation should exclude any days when the product is unavailable due to being out of stock, suppressed or inactive. Only counting days when the product is being actively sold will provide more accurate reflection of customer experiences.
