Amazon - Voice of the Customer

✅ Procedure to Address Customer Experience Issues

Access the Dashboard

• Go to Seller Central
• Click Performance → Voice of the Customer

Identify Problem Listings

• Sort offers by Poor or Very Poor CX Health
• Note the ASIN, order trends, and customer complaints

Review Customer Comments

• Read direct feedback tied to the listing
• Look for common issues (e.g. damaged items, wrong description, sizing issues

Check Root Cause Insights

• Use the dashboard's breakdown to identify exact problem sources
• Examples: packaging issues, inaccurate titles, defects, shipping problems

Take Corrective Actions

• Remove or fix inventory: Replace damaged or mislabeled stock
• Update product detail page: Correct images, titles, bullet points, sizing
• Improve packaging or handling instructions
• Use the Fit Insights Tool if sizing or fit is a frequent issue

Monitor NCX Metrics

• Track:
  • NCX Rate (overall problem rate)
  • NCX Return Rate (returns due to listing/product issues)
  • NCX Review Rate (negative reviews due to product/listing issues)

Follow Up

• Recheck the dashboard weekly for updates
• Allow a few weeks for changes to reflect in CX Health

Request Support if Needed

• Open a case if you need clarification or dispute a flagged issue

NCX Review Rate

• This is the rate at which customers leave negative feedback related to a specific ASIN.

• Formula:

  NCX Review Rate = (Negative Customer Experience Reviews / Total Orders) × 100

• A high % means more customers are reporting issues through product reviews.

NCX Return Rate

• This shows the rate of returns triggered by a poor experience.

• Formula:

  NCX Return Rate = (NCX Returns / Total Orders) × 100

• A higher rate may indicate problems like item not as described, poor quality, etc.

📌 Goal: Keep both rates as low as possible to avoid ASIN suppression or account health issues. Amazon flags NCX metrics that exceed category benchmarks.

For full visibility, go to Seller Central > Performance > Voice of the Customer, or download reports from Business Reports.

Here's a clear step-by-step procedure for identifying Fair, Good, and Very Poor customer reviews using Voice of the Customer data report and Sitnsell listings with inventory report:

1. Download Voice of Customer Report
   1. Go to: Seller Central > Performance > Voice of the Customer
   2. Click Download to export the data as Excel.
   3. Open the Downloaded Excel File
2. Open Sitnsell Listing Report
   1. Navigate to: Sitnsell > Listing , add filter: [select the Amazon Sales Channel], "With Inventory"
   2. Export this report and open it.
3. Copy SKUs from Sitnsell
   1. In Sitnsell file, copy the SKU column (Column B).
4. Paste into Voice of Customer Spreadsheet
   1. In the Voice of Customer file, go to Column O.
   2. Paste the SKUs as values only.
   3. In cell N2, enter this formula: =VLOOKUP(G2,O:O,1,FALSE)This matches the SKUs from Voice of Customer (Column G) to Sitnsell SKUs (now in Column O).
   4. Drag or double-click the formula down to fill all rows matching Column M values.
5. Filter the Results
   1. Go to Data > Filter .
   2. Apply filters:
      1. Column N: Exclude blanks and #N/A
      2. Column M: Include only "Fair" , "Good" , and "Very Poor"