University - Customer Experience

Customer Feedback

Buyers rate their buying experience by leaving customer feedback in regards to the relevant seller. Sellers are then given a score based on that feedback. Buyers may judge sellers based on that feedback score and use that score to determine whether or not they will purchase from them.

How Customer Feedback Works on Amazon

Sellers are given a Total Feedback Rating based on the number of comments left by buyers and the percentage of negative feedback. A seller’s goal is to have as close to a 0% negative feedback rate as possible, but anything under a 5% rating is still acceptable. Sellers who have a score that is higher than 5% should reassess their customer relations protocol as well as their terms and conditions for transactions in an attempt to improve their feedback rating. Buyers can leave feedback anytime within 90 days of placing an order. Once feedback is left, there is a 60-day window of opportunity for it to be removed. After that, the feedback is permanent and cannot be removed.

Responding to Negative Feedback

Negative feedback will affect a seller’s rating on Amazon. A feedback rate that exceeds 5% of the total feedback received is a poor reflection on the seller and should be dealt with internally. Sellers are encouraged to read through their terms and conditions as well as assess their general customer relations habits to see what needs to be revised in order to increase customer satisfaction.

Using Feedback to Improve Business

In all events, negative feedback should be weighed and used as a building block for growing a seller’s business. If the seller has done everything possible to ensure a positive experience for the customer, but receives negative feedback amounting to less than 4% of the overall feedback delivered, then he may rely on the general consensus of the customer body and assume that his business is not in peril. In such a case, a short note of apology or concern can be left as a good business practice (see below for instructions on leaving comments to feedback). If all has not been done to provide customer satisfaction, sellers should review the order, and tailor their practices to better meet the needs of their customers. In such cases, negative feedback should be used as a guide for improving business relations.

Working with the Customer to Remove Negative Comments

The best possible solution to receiving negative feedback is to work together with the customer to find a satisfactory solution, mainly by discussing the details that led up to the inadequate service, and helping to remedy the situation. Sellers should show their buyers that they are concerned with customer satisfaction and willing to work hard to ensure it. Once the issue has been resolved, a seller can contact the buyer, accessing the information through the Order ID section, and ask for the feedback to be removed. If the customer is willing, the feedback may be removed.

When Customers are Unwilling to Work with You

At times, a buyer will not want to remedy the situation. In such instances, a seller’s best business practice is to leave a professional, positive and genuine comment, providing helpful information if possible. This course of action will reflect well on the seller and show potential or current customers that you are willing to work out problems. To comment on feedback, find the Manage Your Ratings and Feedback button under the Reports heading in the seller’s account. Then select Respond for the feedback in question, and enter a comment.

Note: When feedback is removed, all seller comments are removed as well.

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