What is the Voice of the Customer on Amazon? Review of the Voice of the Customer on Amazon

The Voice of the Customer is a new section added by Amazon in October 2018. It can help sellers understand buyer satisfaction, view buyer feedback on products or product information, and take measures to solve product and product quality problems.

About Buyer Voice

Amazon said: "Starting October 1, 2018, we will replace the existing page with a more useful and detailed page to better help you monitor your account health. We have also removed the Customer Service Dissatisfaction Rate, Buyer Contact Response Time, and Refund Rate metrics to better align our seller performance policies with the detailed metrics on the Seller Account Health page."

While deleting the above three indicators, two new audit indicators, “Customer Experience” (CX) and Customer Experience Negative Review Rate (NCX), were introduced.

Buyer satisfaction rating

The buyer satisfaction is divided into five levels, from extremely poor, unqualified, average, good to excellent. Products with "unqualified" and "extremely poor" buyer satisfaction may be removed from the shelves.

Excellent (green): The performance of your listing is significantly better than similar products;

Good (light green): The performance of your listing is better than similar products or equally good;

Average (yellow): The performance of your listing is comparable to similar products;

Unqualified (orange): Your listing is performing worse than similar products and may be at risk of being removed due to buyer dissatisfaction;

Very Poor (red): Your listing's performance is significantly lower than similar listings and may have been removed due to extremely high buyer dissatisfaction rates.

Backstage screenshots

The Voice of the Customer dashboard will display seller account health and buyer reviews.

The CX Health Indicator will provide sellers with information based on their recent orders and customer feedback, helping them understand how they perform relative to similar sellers. Sellers can use this indicator to identify problems and poorly performing products.

NCX = Number of orders where customers reported product or listing issues / Total number of orders. Amazon explains: “We learn about customer feedback through buyer returns, refunds, and product reviews.”

Influence

Currently, neither CX Health nor the negative customer experience rate (NCX) will affect account performance. However, Amazon will compare the performance of each seller based on this information, which may affect the seller's ranking to some extent.

significance

Amazon's "Buyer's Voice" was originally launched with good intentions to help sellers optimize their products, but it is also very likely to bring about a new round of sellers attacking each other, posting bad reviews, making large purchases and then refunding them, manipulating small accounts to make large-scale complaints to customer service... thereby reducing the buyer satisfaction of the opponent until the opponent's listing is removed from the shelves. The good thing is that the buyer satisfaction status and buyer dissatisfaction rate will not lead to any changes in the account level, nor will the account be blocked. At the same time, whether buyer satisfaction will affect product rankings, traffic, and recommendations is still unknown.