How to Respond to Negative Reviews on Amazon
Negative Amazon reviews are painful–they can bring downwardly your overall rating, damage your brand reputation, and thwart future customers. But they also feel inevitable, considering every heir-apparent volition come with different expectations. So how do you lot bargain with negative reviews?
Previously, Amazon allowed sellers to provide a custom response to any and all reviews to assistance mitigate this pain. A make'south response appeared as a comment in a public thread on the initial review on the product list page. This gave brands a style to support the customer farther, while showing future customers that the make was aware of the feedback, was working to make improvements, and cared well-nigh each customer's experience.
Unfortunately, buyers weren't regularly responding to seller comments trying to assist the experience, meaning the characteristic wasn't necessarily driving better customer support or resolving unfavorable reports.
In a bittersweet way, the ability to comment directly on reviews was retired by Amazon in December 2020. Bitter because removing the feature left brands feeling deflated and hopeless against resolving negative reviews and the issues causing them. Sweet considering it paved the way for Amazon to launch a Contact Customer characteristic nether the Customer Reviews tools.
You heard it correct, Amazon provides a characteristic allowing sellers to respond directly to negative reviews to go more than information from the buyer, offer a replacement, or offer a full refund.
What is the Contact Customer characteristic of Client Reviews?
The Contact Customer characteristic allows brands to respond to negative reviews in seller central using a templated email. Brands have the option between 2 Amazon created templates: I that offers a replacement or refund, and another that asks for more than information.
The templated emails are non customizable, but offer a starting point to permit sellers to contact unhappy buyers. If the client chooses to answer to a seller's initial email, the response will show in the messages section of seller primal and the seller can then respond freely, no templates necessary.
This feature can help drive results because sellers are reaching out to buyers direct via e-mail, instead of hoping a customer checks their previous negative reviews for responses.
What counts as a negative review?
Any review that received a 1, ii, or iii star rating is eligible for the Contact Customer feature. If a review is eligible it will show in the right hand corner of the review in the Customer Reviews department of seller central.
If a review received 4 or 5 stars, a message will be displayed in the right manus corner letting sellers know the review is not eligible for the feature.
Are there whatever restrictions on the Contact Customer feature?
To access this feature yous must be a registered brand with Amazon. Adding notwithstanding another do good to the analytics, advertizement, A+ Content, and more of Make Registry. (If Brand Registry is your only barrier to the feature, go in touch today to see how we can assistance)
Brands are too only able to respond to negative reviews that occurred inside the last 6 months, so checking reviews and responding in a timely manner is a must.
What are the pros of the Contact Customer feature?
The ability to contact customers straight has the potential to benefit sellers greatly. Responding to an unhappy heir-apparent and resolving their issues may effect in that buyer removing their negative review, or even meliorate, irresolute it into a positive one.
Since you can't remove negative reviews, helping the customer to have a better experience and rethink their negative review is your all-time option. And, because Amazon is the gatekeeper of client contact data there is no fashion for sellers to reach out to disgruntled buyers outside of the feature.
Merely even if the buyer doesn't change or remove their review–and even if they don't respond to your bulletin–if the heir-apparent sees the email attempting to provide a solution for their grievance this can positively impact the manner they view your brand going forward, which boosts your brand reputation.
What are the cons of the Contact Customer feature?
While emailing buyers is a more directly approach to solving their problems, emails can be easily lost or ignored in our digital age. On tiptop of that, these emails are not public, so even when you practice your best to resolve the issues raised in the negative review, future customers won't know.
Previously, when sellers could comment on reviews, prospective customers could see how a brand responded to any down-sides mentioned in a negative review and weigh the brand's response against the criticism. Now the resolution is betwixt the heir-apparent and seller alone.
Amazon customers also take the option to opt out of all communications from sellers. So, if a heir-apparent has opted out of these communications and so the option to contact the customer will not be available. And, unfortunately, there is a good percentage of customers who have opted out.
How to send a response using the Contact Client Characteristic
To utilize the Contact Customer characteristic open the principal navigation in Seller Central and select brands and and then Customer Reviews.
Once on the customer reviews folio you tin sort reviews by star rating and select ane, two, and 3 stars.
After y'all have sorted by stars you will encounter all reviews that take the potential for the Contact Client email. The feature availability will be displayed in the height right corner. If the client has opted out of messaging you will run into 'Unable to Contact Customer' and if the review is four or five stars yous will see 'Swell job! Respond non needed.'
But if the option is available, you will see 'Contact Customer' which you tin click to select which e-mail template y'all'd like to send.
If you select the Courtesy refund you will see a templated email offering a replacement or refund, depending on the customer'south request in their response.
If you select the Client review email you will see a templated e-mail letting the client know you'd like to address their concerns.
Once you have decided which email to send, you simply click 'transport' in the bottom right corner. It's that easy!
Is this a better mode to manage negative reviews?
While every consumer can have a unique perspective on how they desire their concerns handled, Amazon offering more options for buyer-seller communications is a win in itself.
Looking for help managing your reviews and customer experience? Nosotros'd love to set you lot up with a brand managing director who can help manage your marketplace information, optimize your listings, and handle negative reviews and customer support.
Get in touch today
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Source: https://pattern.com/blog/how-to-respond-to-negative-reviews-on-amazon/
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