买家之声

买家之声控制面板是一个操作中心,从中可以根据买家的反馈优化您的商品和商品信息。在该控制面板中,您可以查看上架商品的买家体验 (CX) 健康度,阅读客户评论,确认您的商品和商品信息问题,以及采取行动以解决问题。

买家满意度状况

买家满意度状况是一项指标,其基于最近的订单和买家反馈,帮助您了解每件上架商品相对于类似商品的绩效情况。

了解上架商品的买家满意度状况将帮助您识别问题,如误贴标、已残损或有缺陷的商品以及不准确或不完整的详情页面。如果您准确识别了问题,就可采取相应措施予以修复。由配送问题引发的买家不满意情况不会影响上架商品的买家满意度状况。

上架商品的买家满意度状况分类为“优秀”、“良好”、“一般”或“不佳”或“极差”。我们建议您查看具有“不佳”和“极差”买家满意度状况的所有上架商品,以了解并解决问题。

  • 优秀(绿色): 您上架商品的绩效显著优于类似的商品。

  • 良好(浅绿色): 您上架商品的绩效要好于类似商品或同样出色。

  • 一般(黄色): 您上架商品的绩效与类似的商品相当。

  • 不佳(橙色): 您上架商品的绩效要低于类似的商品,并且可能由于买家不满意而面临撤销上架的风险。

  • 极差(红色): 您上架商品的绩效明显低于类似的商品,并且可能由于极高的买家不满意率而已被撤销上架。

如果您的商品因为极高的买家不满意率而被禁止显示 , 您将在【商品最近的停售日期】列中给出的关闭日期下看到【!需要操作!】。请点击【解决问题】查看最近的买家反馈,了解您的商品或商品信息是否存在系统性的问题。然后,您可以编辑您的商品信息,重新发布您的商品;或者,如果您通过亚马逊物流 (FBA) 销售您的商品,请提交订单以移除或弃置库存。

如果没有足够的买家评论支持较差或极差的评分,则商品将显示【反馈不足】的买家满意度状况。

如果您已在“管理库存”页面上删除商品信息,则会在买家满意度状况下看到【已删除商品信息】。这些商品信息将显示在删除前收到的最近一次买家满意度状况和买家反馈。商品信息将在删除后一年内显示在“买家之声”控制面板中。

如何确定买家满意度状况

通过将上架商品的买家不满意 (NCX) 率与类似商品进行比较来确定买家满意度状况。买家不满意 (NCX) 率等于买家报告商品或商品信息相关问题的订单数除以订单总数。亚马逊倾听买家在退货、退款、客户服务联系和商品评论期间提出的反馈。

您在“买家之声”控制面板中看到的所有买家不满意反馈和买家评论均与您企业销售的商品关联起来。但是,如果您参加制造商条形码计划,则这些商品可能并非由您售出。

买家不满意率和买家满意度状况仅适用于最近有售出的上架商品。如果商品是新品或最近没有售出记录,您将不会看到买家不满意率和买家满意度状况。每件上架商品的【最近更新】日期显示商品下订单时间或买家不满意的时间。

买家满意度状况和买家不满意率不会导引发任何账户级别的措施。

改善您的买家体验

监控您上架商品的买家满意度状况可帮助您更好地为买家提供服务。查看控制面板上的评论,以确认影响买家的问题所在。确认问题之后,您就可以采取补救措施。具体补救措施可能包括移除已残损、有缺陷或误贴标的库存或更新您的详情页面。有关更多信息,请参阅解决您的买家满意度状况问题。

买家不满意率和买家满意度状况均基于商品的历史绩效。根据您的订单量,可能需要持续采取几周的补救措施,方可从这些指标中反映出成效。


 亚马逊官网原文详情:

Voice of the Customer

The Voice of the Customer dashboard is a hub where you can use feedback from customers to optimize your products and listings. From this dashboard, you can review the Customer Experience (CX) Health of your offers, read customer comments, identify product and listing issues, and act to resolve problems.

Customer Experience Health

CX Health is a metric that helps you understand how each of your offers is performing relative to similar offers, based on your recent orders and customer feedback about your products.

Knowing your offers’ CX Health will help you identify issues such as mislabeled, damaged, or defective products and inaccurate or incomplete detail pages. If you identify problems, you can take action to fix them. Negative customer experiences stemming from delivery problems don’t affect the CX Health of your offers.

Your offers’ CX Health is categorized as excellent, good, fair, poor, or very poor. We recommend reviewing all offers with poor and very poor CX Health to understand and resolve problems.

  • Excellent (green): Your offer is performing significantly better than similar offers.

  • Good (light green): Your offer is performing as well as or better than similar offers.

  • Fair (yellow): Your offer is performing comparably to similar offers.

  • Poor (orange): Your offer is performing worse than similar offers and may be at risk of closure because of negative customer experiences.

  • Very poor (red): Your offer is performing significantly worse than similar offers and may already have been closed because of a high rate of negative customer experiences.

If your offer has been suppressed because of a high rate of negative customer experiences, you’ll see !Action required! under the date of closure in the Last offer closed date column. Click Resolve issue to review recent customer feedback to understand if there are systemic issues with your product or listing. You can then edit your listing and relist your offer or — if you sell your product through Fulfillment by Amazon (FBA) — submit an order to have inventory removed or disposed of.

Offers will display a CX Health of Insufficient Feedback when there are not enough customer comments to support a poor or very poor rating.

If you’ve deleted a listing on your Manage Inventory page, you’ll see Listing deleted under CX Health. These listings will display the last CX Health and customer feedback received before you deleted them. The listings will appear in the Voice of the Customer dashboard for up to one year after deletion.

How your CX Health is determined

CX Health is determined by comparing your offer’s negative customer experience (NCX) rate with those of similar offers. The NCX rate is the number of orders for which the customer reported a product or listing issue divided by total orders. Amazon listens to customer feedback across returns, refunds, customer service contacts, and product reviews.

All NCX feedback and customer comments you see in the Voice of the Customer dashboard are tied to items sourced by your business. However, if you participate in the manufacturer barcode program, they may not have been sold by you.

NCX rates and CX Health are available only on offers that have had a recent sale. If an offer is new or if there have been no recent sales, you won’t see an NCX rate or CX Health. The Last updated date for each offer shows the last date on which there was either an order or a negative customer experience.

CX Health and NCX rates don’t result in any account-level action.

Improve your customers’ experience

Monitoring your offers’ CX Health can help you serve your customers better. Review comments on the dashboard to identify issues affecting customers. Once you identify a problem, you can act to remedy it. This might include removing damaged, defective, or mislabeled inventory or updating your detail page. For more information, see Resolve your CX Health issues.

The NCX rate and CX Health are based on an offer’s historical performance. Depending on your order volume, it may take several weeks for actions you take to be reflected in those metrics.

 文章来源:亚马逊官方网站