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Today’s episode is the 2nd part of a conversation Michael and I had a few weeks ago in November 2019. We review two recent changes in Amazon, textless Product Reviews + the Customer Service Rating (beta) feature found inside Buyer-Seller Messaging.
(0:50) Amazon “Product Rating” with no review text
- Beta feature?
- Reddit post: “Product Rating” with no review text
What does this mean?
- Easier for buyers to leave their thoughts.
- More difficult for sellers to respond in a helpful way.
- More difficult to know what is authentic and fraudulent.
(5:48) Amazon Customer Service Rating (Beta)
- Customers are sent “Did this solve your problem?” survey at the bottom of Buyer-Seller Messaging responses.
- Why does this rating matter?
- “High Customer Service Ratings are correlated with repeat purchases. Low Customer Service Ratings are correlated with negative seller feedback. Additionally, when responding to the question “Did this solve your problem?”, Buyers have the option to provide direct seller feedback that is enforceable.”
The Customer Service Rating link is found on the right sidebar in Amazon Buyer-Seller Messaging.
Before enough customer survey responses are collected, this is what the page looks like:
After enough customer survey responses are collected, this is what the page looks like:
What to do?
- Shorten the time to respond to and resolve buyer issues.
- Personalize your communication (e.g. name, repeat customer, prior communication).
- Write clear, concise, and professional responses to buyer questions.
- Test any included links before sending the message.
- Include tracking information when responding to buyers asking for a shipping update.
- Have buyer-friendly cancellation and return policies.
- Ensure your shipping and return policies are listed on the product page.
- Acknowledge buyer complaints, apologize and ask what you can do to fix it.
- Be clear in setting your customer’s expectations and meet them (e.g. response time, replacements, refunds).
What not to do:
- Ship without tracking information.
- Ask customers to find information or complete work that you are able to do yourself (e.g. contact the carrier).
- Include vague or empty product descriptions, shipping or return policies in your messages.
- Send automated reply emails to customers.
- To summarize:
- Includes FBA orders
- Possible updated replacement to previous customer service metrics: rating and customer comments.
- Amazon surfacing opportunities via customer service reporting and educating sellers.
- SC article, “Customer Service Rating – Frequently Asked Questions”: https://sellercentral.amazon.com/gp/help/help.html?itemID=GLE8H7ZDEAUB3BMK
This episode’s customer service quote:
“One thing I love about customers is that they are divinely discontent, their expectations are never static – they go up. It’s human nature.”
Jeff Bezos – Source.
