Online retail runs on money but it also takes trust for it to continue on. If customers don’t trust you enough they will never part with their money. Amazon has built its brand in India based on the customer’s pulse. The etailer even managed to become the online customer’s favourite in May. Currently, its NPS (net promoter score) may not be the highest, (withFlipkart’s at 91 and Amazon’s at 87,) but Amazon still has the public’s trust due to programs like its A to Z claims guarantee.
The online marketplace banks on this program to strengthen its customers’ trust and their will to shop more. However, to its online sellers the A to Z guarantee claims can be both a blessing and a curse. On one hand, as an Amazon seller you receive the confidence and trust of multiple customers. But on the other hand you are kept on your toes to make sure you follow through on promise to deliver quality goods on time.
What is the A to Z Guarantee Claim all about?
A to Z guarantee claims can be considered as a customer’s last resort to settle his grievance with Amazon sellers. It is a reimbursement program that caters to customers whose expectations have not been fulfilled. This program assures customers that Amazon and its sellers are attentive to their concerns and quick to resolve problems with customer orders.
When placing an order the customer :
- Expects guaranteed purchase upon payment
- Plans to scrutinize the product he receives and test its condition
- Expect product returns and refunds within the agreed period of time
But the seller’s side to the story is equally important when an A to Z guarantee claim is made. He is given a chance to defend himself, in case he is not at fault.
The A to Z guarantee claims program is used when the buyer and seller are unable to reach a conclusion on their own. According to Amazon, a vast majority of its customers do not use this program. The few who do use it give the etailer the chance to restore customer trust and confidence in online shopping with Amazon.in sellers.
When do customers raise A to Z guarantee claims?
A to Z guarantee claims are filed by the buyers themselves. In most cases the buyer will reach out to the Amazon’s customer service regarding the either of these reasons:
(Courtesy of Amazon)
a. Order not received – This is when the customer doesn’t receive the product he ordered or it is delivered after the maximum estimated date of delivery (EDD).
b. Product not as described – This is when the product is materially different from what was described on product page on Amazon. This is inclusive of products that are:
- Damaged
- Defective
- Incorrectly described
- Misclassified
- Misrepresented
- Missing parts and pieces
c. Return Items not refunded – When the customer returns the item to the seller but hasn’t gotten his payment back or has issued an improper refund amount.
d. Refused returns – In case the seller refuses to offer customer returns as per the Amazon policy.
How are A to Z guarantee claims filed?
The buyer is requested to contact the seller first with regards to any claims about his Amazon purchases. This way Amazon sellers are given the chance to settle the claim on their own. But if the buyer doesn’t receive a response within 3 to 5 days, Amazon customer service or the buyer will file an A to Z guarantee claim.
Amazon states that all buyer queries and return requests must receive a response within 24 hours. Delayed responses will call for A to Z guarantee claims.
Customers are eligible to raise a claim within 3 calendar days from the maximum estimated delivery date or even 30 days after the order date, whichever is earlier. Buyers receive 90 days in total from the order date to file claims. Amazon also reserves the right to accept claims after this time period, that is if investigation into the matter is required.
(Courtesy of Amazon)
When a claim is made, Amazon sends the seller an email notification with details of the claim and requests an immediate response. The seller is given 3 days to represent his side of the issue by responding to the email notification. If the seller fails to respond to the email notification within the stipulated time:
– the seller will be considered at fault
– the claim will go in the buyer’s favour
– the refund amount will be debited from the seller’s account
– the seller’s ratings will drop
How can Amazon sellers avoid A to Z guarantee claims?
Amazon sellers must make it a point to receive the least number of A to Z guarantee claims as possible. This is because with more A to Z guarantee claims stacked against him higher are the chances of account suspension and even account termination. Luckily there are ways in which sellers can avoid or minimize the chances of A to Z guarantee claims and maintain their good status
1. Talk to the buyers
It is important for online sellers to develop relationships with their customers. This way communication will be easy and the seller will find it simpler to persuade the buyer asking for refunds. Make it a point leave thank you notes or a note requesting feedback within your packages . This allows the customer to know his opinion is valued and he can easily communicate with you.
2. Subscribe to Easy Ship and runway programs from Amazon
Amazon’s Easy Ship service ensures product delivery is taken care of and also the issues related to product delivery. However, sellers must note return shipping is not covered by Amazon. The requirements for the same must be arranged for by the seller himself. In case of runway programs, Amazon will handle all issues and queries raised by the buyer. Including disputes pertaining to Easy Ship orders, this in turn will eliminate any A to Z guarantee claims.
3. Engage in proactive refunding
This approach results in the most buyer friendly outcome. What it requires the seller to do is resolve the claim immediately with prompt investigations if necessary. Should the result of the claim be the seller’s mistake, he can directly refund the customer and Amazon will mark the claim as not granted.
4. Ensure prompt responses
Most of the A to Z guarantee claims filed against top performing online sellers is due to their delayed responses to customer emails and sometimes even failure to respond. If the customer communication aspect is too much to handle, sellers must arrange a small team just to communicate with customers and take care of their needs. Sellers are expected to reply to buyer messages in 24 hour SLA.
5. Be careful while packaging and shipping
Sellers must be aware of what they are packaging and shipping to customers. Each item must be checked before it is shipped off to the customer. Vendors can avail of fulfilment services from Amazon for expert level order processing and shipping.
6. Offer tracking information
As soon as products are shipped sellers should confirm the shipment and include tracking information whenever possible. Amazon usually sends customers an email confirming their order is being shipped. This email contains order tracking details. You can provide customers tracking details of returned goods too. As a result they are aware of where the package has reached and why their refunds have been delayed. This will be possible only when the seller provides return shipment.
7. Take care of the basics
Sometimes it’s the simplest of things like product details and product images that can cause buyer confusion. Following the marketplace guidelines can help sellers provide the required information to sellers so they can make proper decisions and avoid any kind of claims against the seller.
When is the seller not accountable?
Sellers must note that Amazon sometimes initiates reimbursements while investigations into the claim are still in progress. This makes it very important for the seller to represent his side. The online marketplace has the right to recover the reimbursed claims funds from the seller. This will be the case only if the seller is found accountable.
There are quite a few cases where the seller may not be accountable. If the seller has already made the refund or credit card chargeback for the purchase in question, Amazon will deny the claim made.
Sometimes, Easy Ship is used to deliver products and the A to Z guarantee claim may be rased due to delays in delivery. In such a circumstance Amazon will make the refund and the seller will not be held accountable. Also in case of goods that cannot be returned returns and refunds can be denied.
Appealing to A to Z guarantee claims
In the event of a claim being granted in the buyer’s favour and the seller disagrees with the action taken he can appeal the claim. For this he must:
– It is important for the seller to represent his claim right from the start otherwise he will not be allowed to appeal.
– Respond to the Amazon claim decision email or log into the A to Z guarantee claims feature on his seller account and select the appeal decision option.
– Once the request for an appeal is received the A to Z guarantee claims team gets in touch with the seller.
– If the seller account doesn’t show the appeal decision option, it means the 30 day appeal window has closed.
– It is essential for the seller to represent his claims with thorough evidence on the case. This will help him prove his side and avoid being charged for the claim.
Sellers must practice communicating with their consumers. If they put out necessary information regarding delivery delays and payment delays, they can avoid the A to Z guarantee claims all together and enjoy healthy ratings from their customers.
No comments:
Post a Comment