A strong customer success strategy is the base of any good business and there’s plenty of opportunities for sellers to provide better experiences to their buyers.

At the same time, there’s a lot of confusion around what Amazon permits when it comes to communicating with their buyers.

Jeff Cohen, CMO at Seller Labs, talks with us about providing exceptional brand experiences on Amazon, especially using proactive customer service via email messaging.

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Interviewee:

Show outline:

• The early days of Seller Labs and Feedback Genius.
  • Customer success was an early competitive advantage for Seller Labs. They offered comprehensive customer service in an effort to mirror Amazon’s policies of being “customer obsessed.”
  • Jeff believes that sellers don’t realize how important curating a good customer experience on Amazon can be.
  • Regarding customer service philosophy, Jeff says, “Kill em with kindness” and offer your buyers resolutions that are overly accommodating and proactive.
• Creating a “brand experience” on Amazon.
  • Part of a brand’s experience is in the email communication sellers have with buyers.
• What is proactive customer service and what role does that play in the brand experience?
  • Crafted, buyer-focused emails that speak to the persona or the obsession of the buyer.
• Amazon TOS and Guidelines for Buyer Communication.
  • Jeff takes us through a recent survey they administered to their audience. There’s more confusion around Amazon’s policies than we thought!
• Best practices for sending after-order emails.
• Sending accurate post-delivery emails with Feedback Genius by tapping into the carrier’s tracking link.

After earning his MBA in 2001, Jeff Cohen’s early experience was in textbooks, where he developed initial e-commerce strategies for the companies he works with, where his first hire was a man named Brandon Checketts. Eventually, Jeff and Brandon joined forces at Seller Labs in 2014 where they’ve been ever since.

Last year Seller Labs managed over 100M in Amazon advertising dollars through Ignite and averaged over 1M emails sent per day through Feedback Genius. You might know him from the many e-commerce conferences where he’s either in attendance or a keynote speaker.

Today, Jeff serves as Chief Marketing Officer at Seller Labs and he’s known to many as the face and the voice of the company. Jeff has been featured on MSNBC, entrepreneur.com, and a number of industry podcasts.

Show links:

• Resources about Amazon TOS and best practices for messaging Amazon buyers: https://www.sellersmile.com/SLTOS.
• Buyer-Seller Messaging tool: Feedback Genius.
• Amazon Advertising tool: Ignite by Seller Labs.

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