This post covers how to Improve Amazon Negative Customer Experience NCX Voice of Customer. The Voice of the Customer is a page on Amazon Seller Central that outlines customer health experience. It is a dashboard where you can view feedback from your customers, and then consider how you can use that to improve your products and listings. This is an important page for Amazon sellers as it communicates important feedback from customers for sellers to improve products or product listings on Amazon. This program allows Amazon customers to provide feedback to sellers so they also have an improved experience on Amazon. When sellers properly review and act on the NCX and Voice of Customer feedback, they can improve their product, the experience of their customers, and their sales on Amazon. If the Amazon Negative Customer Experience is ignored, sellers can risk more customers having bad experiences, customers leaving bad reviews, their listings getting removed or even losing their ability to sell on Amazon. This post will outline what the voice of the customer dashboard is, explain Customer Experience (CX) health and Negative Customer Experience (NCX), and outline what you can do to review and improve these metrics.
What is the Amazon Voice of the Customer dashboard?
The Voice of the Customer dashboard is used to check the customer experience (CX) health of your offers, read customer comments, use those to identify potential product and listing issues, and make a plan to take action to resolve any problems. This dashboard includes: Image, Product name, ASIN, SKU, Condition, Fulfilled by, NCX rate, NCX orders, Total orders, Top return reason, Last offer closed date, Last updated, CX Health, and Action.
What is Customer Experience (CX) health and Negative Customer Experience (NCX)?
The customer experience health is a metric, broken down product listing, that helps understand how each product performs compared to others, and it is based on your recent orders and those customer’s feedback about your products.
The CX health metric has 5 different possible values, which include:
Excellent (green): Your offer is performing significantly better than similar offers.
Good (light green): Your offer is performing well or better than similar offers.
Fair (yellow): Your offer is performing comparably to similar offers.
Poor (orange): Your offer is performing worse than similar offers and may be at risk of closure because of negative customer experiences.
Very poor (red): Your offer is performing significantly worse than similar offers and may already have been closed because of a high rate of negative customer experiences
The NCX rate is your percentage of negative customer experience, and the NCX order is how many of your total orders result in a negative experience.
This customer feedback plays a big role in your selling experience on Amazon. Reviewing this dashboard and the customer feedback can help you identify issues with your product or areas where customers may need more information on your product. This dashboard also includes Negative Customer experience, which is when the feedback is bad. This is related to when a customer experiences a product related issue. This could include tangibles issues such as products being mislabeled, damaged, or defective products, or it could also be product knowledge issues such as inaccurate or incomplete detail pages lacking important information about the product.
When there is a high rate of Negative Customer Experience your listing may get suspended. In this situation, you will get an email from Amazon stating, “ACTION REQUIRED: Your listing has a high rate of negative customer experiences.” The email will tell you which listing has been affected and direct you to the Voice of the Customer dashboard to review your listings and to take action. You will need to resolve the issue before the listings can be reinstated. The recommended actions are outlined below. You can also review the status of all product on the Voice of the Customer dashboard at any time.
What to do with the Customer Experience (CX) health?
Once you review these pages and identify any issues areas, it is important to take action to resolve the issues. Depending on your feedback, these improvements might just be adding more information or photos to your listing, such as updating the title, bullet points, and product description to include more important information about your product. Perhaps you also need to add more photos of your product from different angles or closeness if a customer is failing to understand the product, what it includes, or how it is used. Adding product videos to your listing can also be incredibly helpful to customers.
If these issues are physical in nature, you may need to consider making improvements to your product itself, such as sturdy packaging if it is frequently damaged, or inclusion of better instructions if customers are struggling with use, or changing out a component that tends to break or customers struggle with.
Negative customer experiences stemming from FBA-specific delivery problems, such as late shipment or not arriving, don’t affect the customer experience health of your offers. If you see these in your Voice of the Customer dashboard and contributing to NCX, you can open a case and ask Amazon Seller Support to remove the FBA-related feedback from your customer experience health.
When there’s a high rate of negative customer experiences, your offer gets suppressed. If this happens, you will need to resolve the issue before the listings can be reinstated. Click Resolve issue on the dashboard to review recent customer feedback to understand if there are systemic issues with your product or listing. If it is an information issue, you can then edit your listing and relist your offer. If it is a physical product issue and you are selling through FBA you can submit an order to have inventory removed or disposed of until the issues are corrected and you can send in more inventory.
Conclusion
The Voice of the customer is a page on Amazon Seller Central that outlines customer health experience. This dashboard allows you to view feedback from your customers, consider how you can use that to improve your products and listings, and take action. As a seller, you should properly review and act on the NCX Voice of the Customers page, and use it to improve your product and listings. This will result in an improved experience for your customers on Amazon which will likely improve sales on Amazon and create loyal customers. Do not ignore Amazon Negative Customer Experience as you can risk bad customer experience, bad reviews, your listings getting removed or even losing your ability to sell on Amazon. If you need more help understanding or managing the Customer Experience (CX) health and Negative Customer Experience (NCX) please reach out to us using the button below.
