Customer Service by Amazon (CSBA) Web App Improvements

Product Vision

Our vision is to improve the customer experience and Seller growth by allowing all 3rd Party Sellers to delegate customer service to Amazon. By doing so, customers will have access to their trusted Amazon Customer Service for Merchant Fulfillment Network orders, based on the standard Amazon policy. CSBA is a paid service that provides Customer Service support via 24/7 phone calls, live chats, and emails with local language capability, enabling Sellers to improve customer satisfaction and expand their business globally. We aspire to provide a complete CS solution to cover both pre-order and post-order contacts for MFN offers. In addition, we will further strengthen the value of CSBA by building CX analytics reports and a customer-facing identifier, driving a stronger connection between improved CX and Seller gross merchant sales impact.

Project Scope

The CSBA product roadmap consists of the following components:

1) Seller Adoption, which enables Seller opt-in and opt-out;

2) CS Optimization, which directs CSBA contacts and enables refund capability to drive CX parity with AFN;

3) Paid Service, which enables Seller payment and tax by Marketplace;

4) Performance Analytics report, which summarizes customer satisfaction performance and improvement areas; and

5) Customer-facing identifier, which helps customers identify trusted Sellers and improves page conversion.

The proposed experience will iterate in two phases – In phase 1, we will remove the launch blockers and deliver the basic working functions of CSBA including;

a) Seller opt-in/opt-out,

b) CS routing & operations experience for post-order contacts, and

c) paid 35 service.

In phase 2, we will continue to roll out the full scope of our minimum lovable product, including pre-order coverage, analytics reports, and the CSBA identifier on product detail page. Both phases have been prioritized on tech roadmap as P0 completion by 12/31/2020.

Beyond 2020, we will further enhance the CSBA adoption by:

1) driving Seller opt-in from homepage cards,

2) building CX gamification and reward mechanisms,

3) improving conversion and down-stream impact of CSBA listings.