The importance of customer feedback for eCommerce platforms

Published on March 10, 2020 — Written by Wonderflow

Amazon wants to improve its customers’ experience by presenting them only with high-quality products. How are eCommerce platform planning on assessing products’ quality? Customer feedback. This means that if brands do not analyze online reviews and optimize their products accordingly, they will soon be excluded from one of the largest eCommerce platforms.The company conducted experimental research to better understand the behavior of consumers on its platform. The participants of the experiment were exposed to pairs of related products (e.g., headphones) as well as information shared by sellers and other consumers. The researchers then asked participants to indicate which of the two products had the highest quality, also specifying the reasons behind their choice. The results suggest that perceived product quality is not a predictor of purchase intention. However, it is significantly correlated with the products’ price. Additionally, the participants’ judgment was highly influenced by customer reviews. In other words, products’ quality perception was determined by what other consumers shared and wrote.

Analyzing multi-language customer feedback in large volume from different sources is a complex process. With an AI-based technology and years of experience, Wonderflow is helping global brands to become customer-centric. Find out more about our solution.

Consumers looking to buy products on eCommerce platforms like Amazon increasingly base their opinion on the experience of other customers rather than on the sellers’ promises. Additionally, these are pushing to present its customers only with high-quality products. This means that customer feedback is becoming increasingly important and that having good ratings and reviews has become essential for selling, both online and offline.

Wonderflow’s AI-driven Voice of the Customer analysis allows companies to thoroughly analyze customer feedback, identifying the features of the products that need improvement or optimization. By putting the insights in practice, companies drastically improve their ratings and reviews, consequently generating a higher CSAT and sales.

About Wonderflow

Wonderflow empowers businesses with quick and impactful decision-making because it helps automate and deliver in-depth consumer and competitor insights. All within one place, results are simplified for professionals across any high-UGC organization, and department to access, understand, and share easily. Compared to hiring more analysts, Wonderflow’s AI eliminates the need for human-led setup and analysis, resulting in thousands of structured and unstructured reviews analyzed within a matter of weeks and with up to 50% or more accurate data. The system sources relevant private and public consumer feedback from over 200 channels, including emails, forums, call center logs, chat rooms, social media, and e-commerce. What’s most unique is that its AI is the first ever to help recommend personalized business actions and predict the impact of those actions on key outcomes. Wonderflow is leveraged by high-grade customers like Philips, DHL, Beko, Lavazza, Colgate-Palmolive, GSK, Delonghi, and more.

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