It has explained in the previous post that the different kinds of customer feedback you’re likely to receive from your buyers, it’s time to look at the most important aspect – how this feedback impacts you as a seller. Buyer feedback is, essentially, a report card for you and your products and affects your seller ranking and your relationship with Amazon as well as serving as a guide for potential new customers. The following are the most important ways in which buyer feedback will affect you and your business:
Product Ranking and Exposure
As mentioned briefly in the last paragraph, buyer feedback directly affects your product ranking. Each sale and piece of feedback can count toward your product’s overall rating which is measured against other products in similar categories (often identical products.) When a seller performs well and receives consistently positive feedback from customers, they are rewarded by Amazon who will move the seller’s product(s) higher up in their product listings, meaning that you have a much higher chance of your product being viewed by a potential customer (figures show that customers rarely venture onto page 2 of product listings when browsing).
Bad Feedback
Although no one enjoys receiving bad feedback, it’s not all bad. It can actually help you to provide the best service that you possibly can. Read the feedback carefully and, first, decide if you feel that the comments/rating is fair. If not, contact the customer to ask for further feedback – it could be that they are not using or understanding the product carefully and you may be able to help them – and improve the feedback. If you feel that the comments are fair, it’s time to bring your customer service skills into play. Contact the customer and offer a replacement or refund and assure them that you take customer satisfaction very seriously.
Understanding the Client
Receiving feedback may be a good way of looking for what’s not working for you in terms of product and service. By understanding the item features that customers don’t like regarding your product, you can then go on to make further improvements to your product. Check to see if you have more than one review with similar comments – this will help you to understand if this is a case of one ‘difficult’ customer or a genuine issue with your product or service.
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