The Voice of the Customer dashboard is a hub where you can use feedback from customers to optimise your products and listings. From this dashboard, you can review the customer experience (CX) health of your offers, read customer comments, identify product and listing issues, and act to resolve problems.
Customer experience health is a metric that helps you understand how each of your offers perform relative to similar offers. It is based on your recent orders and customer feedback about your products.
Knowing your offers’ customers experience health will help you identify issues such as mislabelled, damaged or defective products as well as inaccurate or incomplete detail pages. If you identify problems, you can act to fix them. Negative customer experiences stemming from delivery problems don’t affect the customer experience health of your offers.
Your offers’ customer experience health is categorised as excellent, good, fair, poor or very poor. To understand and resolve problems, review all offers with poor and very poor customer experience health.
When there’s a high rate of negative customer experiences, your offer gets suppressed. You’ll see Action required! under the date of closure in the Last offer closed date column. Click on Resolve issue to review recent customer feedback to understand if there are systemic issues with your product or listing. You can then edit your listing and relist your offer or – if you sell your product through Fulfilment by Amazon (FBA) – submit an order to have inventory removed or disposed of.
Offers will display a customer experience health of Insufficient Feedback when there are not enough customer comments to support a poor or very poor rating.
If you’ve deleted a listing on your Manage Inventory page, you’ll see Listing deleted under customer experience health. These listings will display the last customer experience health and customer feedback received before you deleted them. The listings will appear indefinitely in the Voice of the Customer dashboard after deletion.
Customer experience health is determined by comparing your offer’s negative customer experience (NCX) rate with those of similar offers. The negative customer experience rate is the number of orders for which the customer reported a product or listing issue divided by total orders. Amazon listens to customer feedback across returns, refunds, customer service contacts and product reviews.
All negative customer experience feedback and customer comments you see in the Voice of the Customer dashboard are tied to items sourced by your business. However, if you participate in the manufacturer barcode programme, they may not have been sold by you.
Negative customer experience rates and customer experience health are available only on offers that have had a recent sale. If an offer is new or if there have been no recent sales, you won’t see a negative customer experience rate or customer experience health. The Last updated date for each offer shows the last date on which there was either an order or a negative customer experience.
Customer experience health and negative customer experience rates don’t result in any account-level action.
Monitoring your offers’ customer experience health can help you serve your customers better. Review comments on the dashboard to identify issues affecting customers. Once you identify a problem, you can act to remedy it. This might include removing damaged, defective or mislabelled inventory or updating your detail page. For more information, go to Resolve your customer experience health issues.
The negative customer experience rate and customer experience health are based on an offer’s historical performance. Depending on your order volume, it may take several weeks for actions that you take to be reflected in those metrics.