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Who Do You Need to Provide Superb Customer Service on Amazon?

By Tami Ben-David May 6, 2014
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About the Author

A British ex-pat, Tami been writing and content-strategizing for Israeli tech start-ups for the last 5 years. When she's not writing nerdy content, you can find Tami on open water charity swims or traveling to far-flung countries.

Who?! Every customer deserves excellent customer service.But there are some who actually need it.

The majority of customers are your average, run of the mill type, who voice no complaints about the product but no particular praise either. But there are those who are exactly the opposite.

A minority of your customers can and will have a significant impact on your business. For the good and the bad. It is these customers you need to watch out for.

Here are 3 groups of customers you need to pay particular attention to:

1. Customers who leave negative feedback

What would you do if you were about to purchase something from a seller and then saw these reviews?

You’d probably go straight to another seller. After all, you’d be receiving exactly the same thing, just from a much more reliable source.

Negative feedback can really harm your reputation as a seller so you must do what you can to eliminate it.

If a customer has decided to leave negative feedback, it means they’re unhappy. You need to do what you can to appease them, whether it’s simply talking to them, issuing a refund, sending a replacement item or giving them a complimentary gift certificate.

You need to go above and beyond the call of duty in order to sway their opinion of you away from a negative one towards a favorable one, or at least a neutral one.

Once you’ve resolved their problem and shown them some decent customer service, you’ll be able to ask them to remove the negative feedback.

2. Vocal Customers

In The Tipping Point, Malcolm Gladwell explains the Law of the Few. He claims that there is a very select group of people responsible for the tipping of almost all social epidemics.

These people are special for their incredible abilities to communicate, teach and persuade. They have incredibly widespread social networks, strong knowledge of what they want to share, and specialize in the art of persuasion by making ideas simple and attractive.

These people exist on Amazon too. They are known as vocal customers.

Vocal customers talk. They voice their opinions of you, of the product, of Amazon in general. And people listen.

On Amazon, as we have seen, negative feedback makes a huge difference. However, positive feedback makes an even bigger difference. Since a customer does not have to leave feedback on Amazon, they’re much more likely to leave it if they’re annoyed or frustrated. So if they actually take the time to leave a piece of positive feedback, you know they must have been really impressed.

Watch out for those vocal people. They?ll be the ones writing product reviews and leaving feedback. If they?re disappointed, they?ll make it known, but trust me, if they’re impressed, they?ll shout out about it too!

3. Customers who want to return an item

Have you ever had a nightmare experience trying to return an item?

I bet you’re thinking of a particular store as we speak! And then there are the stores with nice and friendly salespeople, where returning an item is a breeze.

Don’t be one of those stores where trying to give something back is an experience in and of itself. If you make it complicated, your customer is sure to voice their complaints in the form of negative feedback, which is most certainly something you do not want.

If a customer receives a faulty or incorrect product that’s one thing and hopefully they’ll see it as an honest mistake. But having a poor interaction with a seller who makes it impossible to return something, is another thing entirely.

Provide every customer with top-notch customer service.

But pay particular attention to these 3 groups.

You never know what impact they might have.

Good luck!

This is the final post of a five part-series on The Customer Service Guide for FBM Sellers.

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