For merchants, that’s a huge pool of potential customers.
With such a massive customer base to serve and keep happy, it’s easy to lose sight of each buyer’s unique motivation. After all, order fulfillment, shipment tracking and supply chain management consume almost every waking hour for today’s Amazon merchant.
Despite being overwhelmed with day-to-day seller tasks, smart merchants take time to evaluate their services and product mixes through the eyes of their customers. In this post, we’ll share a few best practices for doing that.
Feedback Analysis Leads to a Better Amazon Buyer Service Model
The vast majority of Amazon orders go smoothly.
So smoothly, in fact, that only a fraction of customers take the time to share feedback. Amazon.com, Inc. (“Amazon”) openly recognizes that “happy customers aren’t motivated to leave feedback.” To remedy this situation, many sellers take a proactive approach to feedback solicitation, heeding Amazon’s recommendation to “send a polite request for feedback to the customer after the shipment has been received.” Being proactive can dramatically increase the seller’s likelihood of receiving public feedback.
Even a 1% uptick in the seller’s feedback conversion rate will pay big dividends for the merchant. In addition to boosting Buy Box position, a more robust feedback score provides greater insight for understanding the customer journey. A holistic analysis of these feedback ratings and comments helps the seller to more clearly understand:
- Specific service-related issues that cause negative feedback (shipping delays, packaging, etc.)
- Operational bottlenecks
- Variances between the customer’s expectations and delivery
- When (& why) customers are more likely to leave feedback
- Listing-related issues
Armed with this information, the merchant becomes more equipped to make service model adjustments, deliver on more promises and improve future customer satisfaction.
Stay Ahead of Downward-Trending Products
Winning 100% of the Buy Box for an unpopular (or downward-trending) item can quickly become more of a curse than a blessing. Returns, refunds and complaint management represent tangible costs for your Amazon business. Therefore, in addition to analyzing seller feedback, the prudent merchant also keeps close watch on product reviews.
Unfortunately, as the merchant expands his product catalog on the Amazon marketplace, manually analyzing each ASIN’s trajectory becomes impossible. Plotting data, building charts and identifying trends consumes precious time – especially when dealing with hundreds of different products.
So, what are merchants to do? Product reviews represent a key datapoint for the merchant’s inventory strategy; yet, getting access to the data seems infeasible for most.
Luckily, third-party tools now exist that aggregate and track reviews on the merchant’s behalf. In addition, some apps, such as our FeedbackFive platform, will even send real-time text and email alerts when negative reviews occur. This real-time approach to product review monitoring helps sellers to better understand how customer tastes are evolving, make faster stocking (or restocking) decisions and build more dynamic product catalogs.
Set a Goal to Get More Amazon Buyer Attention
Clearly, Amazon feedback and reviews are invaluable to sellers – especially when it comes to making strategic business decisions. If you’re unsatisfied with your current level of customer engagement, set a goal to make a small, yet measurable improvement (for example, increasing your feedback growth rate by 1% or more). Then, familiarize yourself with the tools and techniques used by other sellers to boost engagement.
Making even a few adjustments to your solicitation sequence and reporting workflow can deliver big results for your business – and, most importantly, help you stay “plugged in” to the collective mind of your buyers.
Manage Moving Parts
Automation tools can save time and help you run your Amazon business even more effectively. Combining the power of automation tools such as FeedbackFive with a talented freelancer allows you to take your company to the next level. Your assistant can help you provide excellent customer service by responding to feedback and reviews quickly.
Liz Fickenscher is the Business Development Lead at eComEngine, creator of FeedbackFive, RestockPro and eComSpy. Liz manages the affiliate program and other partnerships, and she spends a lot of time researching eCommerce theory and best practices.
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