Mastering Amazon Voice of the Customer: A Seller’s Guide

In the dynamic world of Amazon selling, understanding and responding to the Voice of the Customer (VOC) is a pivotal strategy for success. The Amazon VOC Dashboard is the gateway to this invaluable insight, accessible to all sellers, offering a direct line to the thoughts, opinions, and feedback of your customers.

In this comprehensive guide, we’ll dive deep into the Amazon VOC Dashboard, shedding light on how it operates, how it derives its insights, which listings are involved, and how these listings are categorised based on Customer Experience (CX) Health. Most importantly, we’ll equip Amazon sellers with actionable strategies to improve their listings and services, leveraging the power of VOC.

The Amazon VOC Dashboard is not just a tool; it’s a window into the minds of your customers. Join us as we explore how to make the most of this valuable resource in the competitive landscape of Amazon selling.

Certainly, let’s clarify and summarise the key points regarding Amazon’s Voice of the Customer (VOC) and how it impacts Amazon sellers:

What is Voice of the Customer (VOC)?

  • VOC stands for Voice of the Customer. It is a program and dashboard on Amazon that allows sellers to gather insights from customer feedback to optimize their product listings and services.
  • The Voice of the Customer (VOC) page serves as a central hub where you can leverage customer feedback to enhance your products and listings. Here, you have the opportunity to assess the Customer Experience (CX) Health of your offers, read customer comments, pinpoint any issues with your products and listings, and take proactive steps to address and resolve these concerns.

How is VOC Determined and Which Customer Insights Are Taken into Account?

  • VOC is determined primarily by the Negative Customer Experience (NCX) rate. The NCX rate is calculated by dividing the number of orders for which a customer reported a product or listing issue by the total number of orders.
  • Customer feedback contributing to the NCX rate comes from various sources, including returns, refunds, customer service contacts, buyer-seller messaging, seller feedback, A-Z claims, and product reviews.
  • These sources provide insights into customer concerns, complaints, and issues related to the products or services offered by sellers.

Top NCX reason

Below are the frequent reasons for NCX when buyers return a product, which can have a substantial impact on a seller’s listings.

  1. Appearance Issue: Customers have negative experiences due to the product’s appearance, not due to damage or imperfections.
  2. Authenticity Concern: Customers express doubts about the authenticity of the product.
  3. Build Quality Issue: Customers are dissatisfied with the product’s quality, including issues like thin, poorly made, or wobbly construction.
  4. Colour Issue: Customers raise concerns about the product’s colour, including issues like dirty or discoloured products.
  5. Does Not Work: Customers receive products that do not function properly from the outset.
  6. Durability: Customers have concerns about the product’s durability, such as products that do not last long.
  7. Instructions Issue: Customers face challenges when products arrive without clear instructions or directions or if the instructions were not clear.
  8. Material Issue: Customers express concerns about the material used in the product.
  9. Misleading Product Information: Customers are concerned about false or misleading product information, primarily found on the Product Detail Page.
  10. Product Damaged: Customers report concerns related to product damage during shipping, such as items arriving broken, bent, or with other damage.
  11. Wrong Product: Customers receive a different product than the one they ordered, including receiving a related but incorrect item.
  12. Expired Concern: Customers receive products that have reached their expiration date.
  13. Fit Issue: Customers encounter problems with product fit or compatibility.
  14. Hard to Use: Customers find products uncomfortable to use, difficult to install, or challenging to use.
  15. Item Condition Issue: Customers express concerns about the condition of the product, especially when they receive a new product that does not appear new.

Which Listings are Considered for VOC

  • The VOC dashboard evaluates the health of your product listings on Amazon.
  • It applies to listings that have had recent sales or customer interactions.
  • If an offer is new or hasn’t had recent sales, it may not appear on the Voice of the Customer dashboard.

How Listings are Categorized on the Basis of VOC

  • Listings are categorized based on their Customer Experience (CX) Health, which is determined by comparing their NCX rate with those of similar offers.
  • CX Health categories include Excellent, Good, Fair, Poor, or Very Poor, indicating how well your offer is performing relative to similar listings.

How it impacts the health of listings and seller revenue.

Listings with a higher Negative Customer Experience (NCX) rate are more likely to be categorized as ‘VERY POOR’ within the Customer Experience (CX) Health rating system. When a listing falls into this category, it faces the risk of being suppressed or deactivated, resulting in reduced visibility to potential customers and a significant decline in orders, which in turn affects seller revenue.

How to address the issue

To effectively address these issues, Amazon sellers can implement various strategies based on VOC insights:

  1. Monitoring CX Health and Customer Comments: This crucial step enables sellers to promptly identify and rectify issues that impact customers.
  2. Enhancing Listings and Services: These actions may encompass:
  • Removing damaged, defective, or mislabeled inventory.
  • Updating product detail pages with accurate information.
  • Reviewing help pages or training materials to address specific defects.
  • Elevating the quality and authenticity of products.
  • Resolving issues related to packaging and shipping.

In essence, Amazon’s Voice of the Customer (VOC) is a tool that helps Amazon sellers listen to and understand customer feedback and concerns. By monitoring and taking action based on VOC insights, sellers can improve their listings and services, ultimately leading to higher customer satisfaction and better performance on Amazon’s platform.

Leave a Comment