Voice of Customer Update: Avoid Frequently Returned Badge & Negative Reviews
Amazon’s Voice of Customer (VOC) dashboard just got a significant update, offering brands more control over their product’s customer feedback and performance.
With new features designed to reduce negative experiences and improve conversion rates, this tool is a must for brands aiming to refine their approach and boost sales.
Proactively Address High Return Rates
One of the most important updates is the High Return Rate rating, which now shows if a product has a return badge displayed on its product detail page (PDP). This addition allows brands to proactively address issues before they escalate.
As we’ve covered before, a return badge can significantly harm conversion rates, as it signals product dissatisfaction to potential buyers. By identifying this indicator early, brands can take necessary actions, like optimizing product descriptions, improving quality, or addressing common customer complaints, to remove the badge and improve the PDP’s overall appeal.
Negative Customer Experience Insights
In addition, the updated Negative Customer Experience metric gives brands a more precise analysis of customer feedback. By refining how negative experiences are calculated, Amazon ensures that brands receive better insights into specific concerns, such as issues with product quality or shipping delays.
This enables a more targeted response to customer complaints, ultimately leading to fewer negative reviews. Negative reviews can drastically impact a product’s visibility and sales performance – addressing these issues promptly is critical for maintaining a strong brand reputation.
Our Take
The enhanced VOC dashboard is a key resource for brands looking to actively manage their customer experience. With better visibility into high return rates and clearer insights into negative feedback, brands can implement changes that directly impact their bottom line.
At Front Row, we specialize in using data like this to inform strategic actions that drive sales and brand growth. Reach out today to optimize your use of Amazon's VOC dashboard and improve your product performance.