The Amazon Customer-Service Way
When you get your Amazon Associates or WebStore Web site up and running, you need to make sure it is getting the attention it requires, keeping visitors on the site longer, and having visitors return on a regular basis. Through your Amazon participation, you will receive the foundation for attention-getting and promotion for your products. It is up to you to build on that foundation to obtain optimal exposure for your merchandise. The Internet is a huge beast, and without spending time on marketing and promotion, a small e-commerce entity can be eaten up and may disappear.
Providing a Positive Buying Experience
Naturally, it is important to get new visitors to your Web site to buy products. Yet it is equally important to offer a positive buying experience, so they will want to purchase from you again.
Furthermore, you want your customers and potential buyers to enjoy coming to your Web site for more than just product viewing, and to remain on your site for some time before moving on.
Since it first started, Amazon placed a great deal of emphasis on customer service, and the company expects all its vendors to continue that tradition. Amazon offers several opportunities for customers to provide feedback on their recent purchases. The data provided by Amazon gives the sellers’ rating over a period of time, up to a year. Consumers use the results of this feedback to decide which products to buy and from what vendors. Merchants need to maintain a high feedback score to remain competitive, especially in this present aggressive marketplace, and also to expect to retain their Amazon partnership.
If a buyer does not leave feedback after a sale, Amazon sends out a reminder of the order in 30 days. The consumer has up to 90 days to leave or remove feedback. Because this input is so important to future customers, you will want to encourage your buyers to comment on their experiences. Do not be afraid of getting responses. If you are running your business properly, the feedback will be positive. If you see negative feedback trends in a certain area — in packaging, for example — you will want to solve this problem as soon as possible. Amazon offers a list of best practices for sellers, based on the majority of negative comments it receives:
- Inventory should be updated daily. Customers are not pleased when they try to purchase an item and it is out of stock.
- Pricing should be checked regularly. To price your products, look at the cost of comparable products and make necessary changes. If a product has not sold for over a month, check your price to ensure that it remains competitive.
- Send out your product no later than two business days of receiving the order. Amazon requires this.
- E-mail your buyer when you ship an item. Let the customer know it is on the way and by what method it is being shipped.
- Handle refunds and returns in a timely manner. If you cannot fill an order, refund the amount within 48 hours, and send return refunds no later than five business days upon receiving.
- Respond to all customer questions within 24 hours. You will receive positive feedback when you communicate well with customers.
Here are some of the typical transaction problems:
- The item does not arrive, yet the customer is billed.
- The product is sent with flimsy or inadequate packaging and labeling.
- The item is received later than expected.
- The order is canceled without notice because it is out of stock or no longer available, although not listed as such.
- The customer has difficulty returning an item and getting a refund.
- The buyer cannot reach the seller through e-mail, and no phone number is listed.
- The condition of the item is not as described.
- The model number or brand is different than the one ordered.
- The seller continually asks for positive feedback, and the customer does not like being hounded.
- The item was not discounted as expected.
Amazon sellers are constantly kept apprised of their customer performance numbers. To help sellers offer the highest quality experience for their buyers, Amazon developed the Performance Summary. With this summery, sellers can keep track of all sales, refunds, customer feedback, and the A-to-z Guarantee claims data. They are also able to readily see how their customer service is rated through the “View your performance summary” link on the Seller Account page. You can keep close track of your performance over the past month, or from month to month. In addition, you will be able to recall consolidated sales data and get information that will be helpful in determining your customers’ levels of satisfaction. Those vendors that have success with their Amazon stores do whatever they can to achieve the highest feedback rating possible in regard to refund rates and A-to-z Guarantee claims. In most situations, the Amazon storeowners frequently offer their customers a highly satisfactory buying experience. Amazon will also give you tips if your feedback, refund rates, or A-to-z claims become too high.
This table defines the terms in the Performance Summary.
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