As an Amazon seller, your success hinges on customer satisfaction. The Voice of the Customer page introduces a crucial metric: Customer Experience (CX) Health. This tool compares your offers' performance to similar products, helping you identify areas for improvement.
Leveraging Root Cause Insights
The Voice of the Customer dashboard now provides deeper insights into why problems occur. This feature uses machine learning to identify primary issues and their potential causes.
Your offers’ CX Health is categorized as follows:
- Excellent (green): Your offer is performing significantly better than similar offers.
- Good (light green): Your offer is performing well or better than similar offers.
- Fair (yellow): Your offer is performing comparably to similar offers.
- Poor (orange): Your offer is performing worse than the similar offers.
- Very poor (red): Your offer is performing significantly worse than the similar offers.
Decoding the New Metrics: NCX Return Rate and NCX Review Rate
Amazon has introduced two new metrics -
- NCX Return Rate: Orders returned due to product/listing issues ÷ Total orders
- NCX Review Rate: Negative reviews (1-2 stars) citing product/listing issues ÷ Total orders
Why This Matters: These metrics offer a more nuanced view of your performance, allowing you to pinpoint specific areas needing attention.
How to Use This:
- Identify the most frequently reported customer issues
- Analyze the root causes provided
- Prioritize addressing these specific issues to improve overall CX Health
Staying Ahead: Proactive Strategies
Don't wait for problems to arise. Use the Voice of the Customer page proactively:
- Regularly check your CX Health, even for well-performing products
- Analyze trends in NCX Return and Review Rates
- Use the enhanced visualization tools to spot potential issues before they escalate
FAQs
Q: How often should I check the Voice of the Customer page?
A: We recommend weekly checks, with immediate attention to any notifications of declining CX Health.
Q: How long does it take to see improvements in CX Health after making changes?
A: Depending on your order volume, it may take several weeks for actions to be reflected in your metrics.
Q: What if my offer shows "Insufficient feedback"?
A: This means there aren't enough customer comments yet. Focus on increasing sales and encouraging customer feedback.
Log into your Amazon Seller Central account today and explore the Voice of the Customer page. Start by identifying your lowest-performing offers and create an action plan to address the root causes of customer dissatisfaction. Remember, small improvements can lead to significant gains in customer satisfaction and, ultimately, your bottom line.
Let's discuss (I will be sharing feedback with the VOC partner team)
1. What do you think are the most significant benefits and potential drawbacks of the Voice of the Customer feature?
2. In what ways could Amazon further improve the Voice of the Customer feature to make it more useful for sellers?