Voice of the Customer

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The Voice of the customer page is a hub where you can use feedback from customers to optimize your products and listings. You can review the recent updates to the page, the Customer Experience (CX) Health of your offers, read customer comments, identify product and listing issues, and act to resolve problems.

Customer experience health

CX Health is a metric that helps you understand your offers performance relative to similar offers, based on your recent orders and customer feedback about your products.

Knowing the CX Health of your offers will help you identify the root cause of issues that lead to a negative customer experience such as mislabeled, damaged, or defective products, and inaccurate or incomplete product detail pages. If you identify problems, you can take action to fix them.

Your offers’ CX Health is categorized as excellent, good, fair, poor, or very poor. We recommend reviewing all the offers with poor and very poor CX Health to understand and resolve problems.

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 the similar offers.

Very poor (red): Your offer is performing significantly worse than the similar offers.

Offers will display a CX Health of Insufficient feedback when there are not enough customer comments to support a CX Health Rating.

If you have deleted a listing on your Manage Inventory page, you may continue to see that listing on the page for a few months. These listings will display the latest CX Health and customer feedback received before you deleted them. If an offer is new or if there have been no recent sales, you won’t see the offer on the Voice of the customer dashboard.

The last updated date for each offer displays the last date on which there was either an order or a negative customer experience. NCX rates and CX Health are available only on offers that have had a recent sale.

How your customer experience health is determined

CX Health is determined by comparing your offer’s negative customer experience (NCX) rate with those of similar offers. The NCX rate is the number of orders for which a customer reported a product or listing issue divided by total orders. Amazon listens to the customer feedback across returns, refunds, customer service contacts, buyer-seller messaging, seller feedback, A-Z claims, 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 program, they may not have been sold by you.

Improve your customers’ experience

Monitoring the CX Health of your offers can help you serve your customers better. Review the comments on the page to identify issues affecting customers. Once you identify a problem, you can act to resolve it. This might include removing damaged, defective, or mislabeled inventory, updating your product detail page, reviewing a help page, or watching a training video for the selected defects to learn best practices for avoiding those issues in the future. For more information, see Resolve your CX Health issues.

The NCX rate and CX Health are based on an offer’s historical performance. Depending on your order volume, it may take several weeks for actions you take to be reflected in those metrics.

In addition to the overall NCX rate, we also display the NCX Return Rate and NCX Review Rate data to provide greater transparency of your product performance and help you prioritize areas requiring your attention.

NCX Return Rate is the number of orders returned for which customers reported a product– or listing-related issues divided by total orders. Please note that the return rate is calculated only based on the subset of returns due to NCX, and not all returns. This is a new metric and is only calculated based on feedback received after January, 2024.

NCX Review Rate is the number of negative reviews (1 and 2 star rated reviews) for which the customer reported a product- or listing-related issues divided by total orders. Please note that the negative review rate is calculated only based on the subset of reviews due to NCX, and not all reviews. This is a new metric and is only calculated based on reviews received after January, 2024.

These metrics are displayed and color-coded in comparison to a benchmark value based on historical performance of offers for similar products, following the same categorization as the CX Health ratings. Insufficient Data will be displayed if there is lack of feedback data to determine the benchmark and evaluate your offer’s performance.

Enhanced and simplified visualization of feedback and trends

The Voice of the Customer dashboard offers insights into the negative customer experience trends for a product on a monthly basis. You can now choose a metric (NCX Return Rate and NCX Review Rate) to view trends in comparison with the benchmark to proactively track your offer’s performance.

The dashboard prominently displays the most frequently reported customer issues along with the number of times they have been experienced. This aids brands in promptly identifying problems and implementing necessary solutions.

Root cause insights definition

Understanding why problems happen is different from simply realizing them. The Voice of the Customer dashboard delves deeper, revealing the primary issues and their potential causes. We have leveraged a machine learning based summarization technique to derive the driving factors and root causes. These root causes are derived directly from customer concerns and grouped in the appropriate root cause. This insight provides an understanding of what's causing customer dissatisfaction and the frequency of each contributing factor. Armed with this information, you're prepared to address issues directly at their source. For instance, let's consider the scenario of a damaged item issue. The dashboard further breaks down the leading drivers of this complaint, such as product spoilage, product packaging problems, and damaged products. This detailed breakdown guides you toward precise solutions.

Tailored actions that can be taken to improve customer experience

Insights alone don't change customer experiences; actions do. The Voice of the Customer dashboard closes this gap by giving practical suggestions for each issue. It's like having a group of advisors suggesting exact steps to solve customer concerns. You can act quickly and effectively, turning insights into real improvements.

Resolve your CX Health issues

Root Cause Insights Definitions

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