Everyone says to learn
from your mistakes. At ChannelAdvisor,
we’d just as soon not make those mistakes in the first place, especially when
it comes to something as important as your success on Amazon.
As US Manager of
Customer Success, it’s not uncommon for my team and I to discover a seller
making a serious misstep, and often without any knowledge of their mistake.
In the spirit of
helping you make your Amazon processes spick and span, this blog series reveals
the 7 Amazon Mistakes You Didn’t Know (& Might Be Making!).
Mistake #1: Covering Customer Service Emails Monday
The seller metric “Contact Response Time” measures the percentage of
customer-generated inquiries that have seller responses within 24 hours.
The ideal goal is 100% attainment on Contact Response Time (CRT), meaning
every message gets responded to within a 24 hour window.
Most likely, your
business hours are Monday through Friday. Amazon understands that, right?
Think again. CRT is calculated based on absolute time and measures the
average time between the customer’s message and the seller’s response. Weekends are not excluded.
Why It Hurts:
Fortunately poor performance here doesn’t generally
result in account suspension. So if you won’t get the boot, why does it
matter? Amazon notes that there is a correlation between slow response time and
negative feedback, both of which impact selling
privileges. Further, research shows that orders with messages responded to within 24 hours receive 50% less
negative feedback, so response time is crucial to keeping customer service
in tip-top shape.
What’s more? While it’s
not reported by Amazon, we estimate that Buy Box attainment and seller-ranking algorithms
consider CRT, since Amazon is resolute to provide end-customer satisfaction.
The Fix: Pay attention to Contact
Response Time metrics and staff customer service coverage on Saturday and Sunday.
It’s likely your inquiries will be so light that it won’t interrupt your
Saturday morning, but it’s important to have a presence, just in case.
Mistake #2: Assuming All Feedback
If you shop online, you’ve been
there. A product arrives at your doorstep and doesn’t quite meet expectations:
the shoes are not “burnt orange,” or the electronic isn’t as high-quality as you
thought. It happens; products fall short of expectations. Unfortunately, retailers
often take the hit. Shoppers commonly misdirect product disappointment at
Amazon merchants, leaving product-focused negative feedback in Seller Feedback.
Why It Hurts: If
a customer leaves product-focused feedback, it still affects your Seller reputation, even though it’s technically “not your fault.” In addition to
scaring away buyers, you risk Buy Box attainment and, in some cases, the
suspension of your account.
Here’s a test. Which of the following feedback is eligible for removal?
you said B, well done. This comment provides feedback about the product, whereas in C, the customer appropriately reviews her purchase experience and satisfaction with the seller.
The Fix: Product-focused
feedback is eligible for removal when the entirety of the Seller Review is
about the product alone. To do so, submit a TAM Support
ticket with Amazon identifying the offending feedback and requesting it be
Want to learn the rest of the 7 Amazon mistakes, and bonus tips?Download your copy of the FREE eBook, 10 Amazon Mistakes You’re Probably Making today.
Blog post by Rachel Miller, ChannelAdvisor US Manager of Customer Success.
EDITOR’S NOTE: This blog post was updated on May 31 from its original
version to reflect feedback received from merchants regarding their experience with feedback removal requests to Amazon and the nature of Seller Reviews that qualify for removal as discussed in “Mistake #2.” For Amazon’s overview of this policy, please visit this page.