SOCIAL MEDIA ANALYTICS ASSIGNMENT – CONTENT ANALYSIS

Objective: To understand the major sources of complaints associated with AMAZON.COM

Company Name: AMAZON.COM

Source: https://www.consumercomplaints.in/

Software Used: a. Chrome extension webscraper.io b. VOS Viewer

Words repeated more than 10 times: 30

Most Repeated Word: REFUND

Total Complaints Count: 158

Other Frequently Occurred Words: Books, Exchange, clothes, mobile, Item, Call, Company, Team,
Account, Payment, Pair, Delivery, Message.

Insights from Content Analysis:

1. All of the cases had one thing in common that most of the people had received damaged
products or not got the refunds on time. For ex. Few of the jewellery pieces were broken

2. Cases based on logistics issues were also frequent the words like “clothes, Refund, Item,
Exchange” were heavily used especially during returns and auto cancelled cases.

3. Few of the customers also had issues with the customer care not picking up calls when they
wanted to raise their concern. The words like “Refund, Team, Call & Message” were the most
frequently used in these cases.

4. Few cases were based on misplaced packages, products without tags and damaged product
received. Eg: one customer raised an issue of getting a used product. In these cases, the word
“Delivery” was mentioned heavily.

5. “Payment” became a frequently occurring word in the cases of early deduction of money but
failed booking. In these cases, money was deducted from the account however after the
payment gateway page ended the app showed that the payment failed.

6. Size issues were also really prominent. The size mentioned to them while purchasing were
different from what they got. “Clothes” became a buzz word because most of the size issues
were related to this product category.

Result: There was a significant difference between the frequency of words from VOS viewer and the
actual issues faced by the customers.

Thus, Amazon Should Focus on:

 Review process during return

 Refund and payment gateway
 Quality checking during packing of products