Voice of the Customer (VOC) is launching new, innovative features to help you to review and address Customer needs regarding your listings in a better way. These features will provide increased transparency and tools for you to monitor customer feedback trends. In addition, they will provide improved structure to easily digest key focus areas with guided options to improve your customer’s experience with your products. Some of the key features that will be launched include:

(1) An improved and simplified visualisation of feedback and trends.
(2) Tailored actions that can be taken to improve customer experience.
(3) Increased sources of feedback to improve the insights into customer concerns.
(4) New root cause identification and breakdown to provide a summarised version of the customer feedback.

NOTE: Some of the sellers may take some time to see this new experience as changes propagate through the system.

Frequently asked questions:

• How is Negative Customer Experience (NCX) different from the Seller Controllable Return Rate (SCRR)?
  The NCX rate is a metric that surfaces negative Customer Feedback from various sources including returns, refunds, customer service contacts, buyer-seller messaging, seller feedback, A-Z claims, and product reviews. This metric provides more visibility into customer sentiment regarding your listing, compared to just returns feedback. For more information, please check the VOC help pages.

• How do I find VOC?
  The Voice of the Customer (VOC) dashboard is housed in Seller Central, within the Performance tab. When you click on “Voice of the Customer” you will be automatically directed to your VOC dashboard.

• Are these features available on the Desktop page and Mobile Application?
  No, these features are currently only available on the Desktop experience.

• What should I do if I see a listing is deactivated?
  If your listing is deactivated, then check the Account Health Dashboard page to ensure that you are compliant with Amazon’s selling policies. As a reminder, CX Health of your product listing does not affect your overall account health.

• What is the difference between Account Health Dashboard (AHD) and Voice of the Customer (VOC)?
  The VOC dashboard is an insight generating dashboard that allows you to listen to customer’s opinions, experiences, or both of your product offering. It is also a tool that helps to connect these insights to action recommendations if you need to improve your product or listings’ satisfaction. The Account Health dashboard surfaces your overall account health based on Amazon’s selling policies. AHD will be the centralised dashboard to view and address all concerns regarding deactivations.

• How do I learn more about the root cause breakdown?
  We will be launching new help pages to provide visibility into the new root cause breakdowns provided for your listings. You may view the various help pages here.

• Will I still be able to see direct customer feedback?
  Yes, direct customer feedback will still be visible, when available. The new root cause identification will be an added layer to provide Sellers with a deeper understanding of the customer feedback.

• What are some resources I can use to understand VOC in a better way?
  There are a few help pages available for VOC and more to be launched throughout the year:

1. Voice of the Customer
2. Resolve your CX Health Issues