Understanding Amazon's Voice of the Customer (VOC) Program and Improving Your NCX Rate

A Comprehensive Guide to VOC, NCX, and VCS Processes on Amazon

As the world's largest online retailer, Amazon's success largely depends on providing an exceptional customer experience.

To that end, the company has developed a robust Voice of the Customer (VOC) program, which helps Amazon collect and analyze customer feedback to improve its products and services continually.

The Importance of VOC and NCX

One of the most critical components of Amazon's VOC program is the Net Customer Experience (NCX) score. NCX is a metric that measures customer satisfaction and loyalty, based on the customer's overall experience with a product or service. The score is calculated by subtracting the percentage of detractors (customers who rate their experience as poor) from the percentage of promoters (customers who rate their experience as excellent).

A high NCX score is essential for sellers on Amazon because it helps improve the discoverability and ranking of their products. Amazon also uses the NCX score to determine which products to promote and which sellers to feature in its marketing campaigns. Therefore, maintaining a high NCX score is critical to success on Amazon.

Understanding Amazon's Voice of the Customer (VOC) Program and Improving Your NCX Rate - photo 1

The VCS Process

To improve its NCX score, Amazon uses a process called the Voice of the Customer System (VCS). The VCS is a closed-loop feedback system that collects customer feedback, analyzes it, and feeds it back to Amazon's teams to drive improvements. The VCS process includes four steps:

  1. Collecting customer feedback: Amazon collects customer feedback through various channels, such as product reviews, seller feedback, and customer service interactions.
  2. Analyzing feedback for insights: Amazon uses natural language processing and machine learning algorithms to analyze customer feedback and identify trends, themes, and sentiment.
  3. Communicating insights to relevant teams: Amazon shares customer feedback insights with relevant teams, such as product managers, marketing teams, and customer service teams, to drive improvements.
  4. Taking action to improve the customer experience: Based on customer feedback, Amazon takes action to improve its products and services continually, such as updating product listings, improving delivery times, or addressing customer service issues.

How to Improve Your NCX Rate

One key aspect of improving your NCX rate is to actively solicit customer feedback. Amazon offers several tools that sellers can use to collect feedback, such as the Request a Review feature and the Automated Email Campaigns. These tools allow sellers to reach out to customers after a purchase and ask for feedback.

Additionally, sellers should regularly monitor their NCX score and take action to address any issues that customers raise. This could involve improving product quality, updating product descriptions or images, or improving customer service.

Understanding NCX and Product Reviews

Another critical aspect of NCX on Amazon is product reviews. Amazon's algorithm favors products with a high number of positive reviews and ratings. Therefore, sellers should encourage customers to leave product reviews by providing excellent customer service, offering quality products, and soliciting feedback.

It's important to note that Amazon has strict guidelines on the types of reviews it allows on its platform. Reviews must be unbiased, genuine, and based on the customer's experience with the product. Sellers should not offer incentives or discounts in exchange for reviews or manipulate reviews in any way, as this can lead to account suspension or closure.

Understanding Amazon's Voice of the Customer (VOC) Program and Improving Your NCX Rate - photo 2


In conclusion, Amazon's VOC program and NCX score are critical components of the company's success. By understanding the VCS process and actively soliciting and addressing customer feedback, sellers can improve their NCX rate and ultimately drive more sales on the platform.

Maintaining a high NCX score requires providing exceptional customer service, offering quality products, and consistently improving the customer experience.

As the e-commerce industry becomes more competitive, it's crucial for sellers to prioritize customer satisfaction and actively work to improve their NCX score. By doing so, they can stand out on Amazon, increase their visibility and sales, and build long-term customer loyalty.

Overall, sellers should view Amazon's VOC program and NCX score as valuable tools for driving success on the platform. By understanding these concepts and implementing strategies to improve their NCX rate, they can set themselves up for success and thrive in the competitive world of e-commerce.

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