evolving the ebay feedback system
TRANSCRIPT
Evolving the eBay Feedback System to Enhance the Marketplace
Moderator:
Brian Burke, DirectoreBay Global Feedback Policy
Important Information
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Panel
• Brian BurkeDirector, Global Feedback Policy
• Amjad HanifSr. Director, Trust & Safety Product
• Jim “Griff” GriffithDean of Education
• Rishi TembeSr. Product Manager
• Clay KunzSr. Manager, Trust & Safety
What’s In It For Me?
• Learn about the recent changes to the feedback system– All sellers—changes help ensure buyer accountability– All buyers—changes allow for honest, accurate feedback– New buyers—what to look for when evaluating sellers
• Have you ever pondered these questions?– Why does eBay have a feedback system?– How do the changes improve the system?– What is eBay doing to protect me from dishonest buyers?– Why did eBay remove Mutual Feedback Withdrawal?– Why should I leave feedback?
Agenda
• Goal of the System• Why Did We Need to Make the Changes?• Key changes—Attaining Buyer and Seller
Accountability• Impact—Early Assessment • Upcoming Changes • Summary• Q&A
Buyer & Seller AccountabilityEvolution of the eBay Public Feedback System
Accountability through transparentbuyer and seller reputations
Accountability through transparentbuyer and seller reputations
Original System
Accountability through transparentbuyer and seller reputations PLUS
Some reporting and tools (UPI, INR)
Accountability through transparentbuyer and seller reputations PLUS
Some reporting and tools (UPI, INR)
Previous System
New SystemSeller accountability: Transparent seller reputation
Buyer accountability: Enhanced seller reporting and tools
Seller accountability: Transparent seller reputation
Buyer accountability: Enhanced seller reporting and tools
Complete transparency inhibits honest feedback,undermining accuracy and accountability
Why Did WeMake theChanges?
Summary of Situation Before Changes
• Top reason buyers reduced purchasing activity
• Buyer →Seller Neg. & Neutral Feedback rate was inconsistent with private buyer reports
• Insufficient differentiation between sellers • Buyers feared leaving honest feedback
Percentiles of Positive FB % & Average DSR
70.0%
75.0%
80.0%
85.0%
90.0%
95.0%
100.0%
1% 2% 5% 10% 20% 50% 80% 90% 95% 98% 99%
Percentiles
Po
sit
ive
FB
%
3.5
3.7
3.9
4.1
4.3
4.5
4.7
4.9
Av
era
ge
DS
R
Positive FB % Average DSRs
Why Change Conventional Feedback—Update
• 50% of sellers had 100% Positive FB, 80% had 99.3%+• Buyers had difficulty differentiating sellers• DSRs provide additional differentiation
* Internal Analysis based on 8.8 Million active sellers Apr 01, 2007 and Jul 12, 2007
Retaliatory Feedback—Growing Problem
Ratio of Retaliatory Feedback
(Sellers vs. Buyers)
2004
2007
2X
Ratio of Retaliatory Feedback
(Sellers vs. Buyers)
8X
Key Changes:Attaining Buyer &Seller Accountability
Feedback Changes Overview
Buyers Sellers Both
• No more negative or neutral feedback from sellers
• Remove more negative and neutral Feedback
–Non-response to UPI process–UPI response undermines UPI or FB system–When a buyer is suspended
• Prevent negative and neutral Feedback–7 days of item end for PS on site >12 months –Within 60 days of Listing end
• Increase Buyer to Seller Communication–Enhanced interstitial page –Leave FB flow for cross border transactions
• Enhanced Seller tools–Buyer Requirement–New Seller Reporting Hub–Blocked bidder list
• Credit for repeat Feedback
• Discontinuation of Mutual Feedback Withdrawal
• Positive Feedback % based on past 12 months
• Neutral Feedback included in %
Feedback Mitigation—New Interstitial
Feedback Mitigation—Messaging to Buyers
New Buyer Requirements For Sellers
12
12
New
New
New Seller Reporting Hub & Entry
http://pages.ebay.com/help/sell/report_problem.html
Mutual Feedback Withdrawal—Why We Removed It
• Why we removed it:– Difference between seller who provides service right the
first time and one who fixes problems– Reply & Follow-Up still available– Eliminate buyer harassment and unwanted contacts – Reduce Feedback extortion– Other product/policy changes reduce need for MFW
• Developing a solution for buyers to change Feedback – for exceptions
– We understand everyone makes mistakes
Policy—Key Changes
• Enhanced Feedback Extortion• Expanded Reasons for Feedback Removal
– Negative Statements which conflict with a positive rating– Unrelated comment replies or follow-ups– Replies to UPI without indicating dissatisfaction
• Customs fraud
• False reporting
http://pages.ebay.com/securitycenter/rules_policies.html
Impact:Early Assessment
DSR Data—Seller Differentiation
• Negative/Neutral Rate similar to before changes• More negative, less neutral Feedback• Percentage of low DSRs (1 or 2) increased
US Negative & Neutral Rates
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
2.0%
05-1
1-20
08
05-1
2-20
08
05-1
3-20
08
05-1
4-20
08
05-1
5-20
08
05-1
6-20
08
05-1
7-20
08
05-1
8-20
08
05-1
9-20
08
05-2
0-20
08
05-2
1-20
08
05-2
2-20
08
05-2
3-20
08
05-2
4-20
08
05-2
5-20
08
05-2
6-20
08
05-2
7-20
08
05-2
8-20
08
05-2
9-20
08
05-3
0-20
08
05-3
1-20
08
06-0
1-20
08
06-0
2-20
08
06-0
3-20
08
06-0
4-20
08
06-0
5-20
08
06-0
6-20
08
06-0
7-20
08
06-0
8-20
08
06-0
9-20
08
06-1
0-20
08
06-1
1-20
08
06-1
2-20
08
Negative FB (%) Neutral FB (%) Combined N/N Rate
US Low DSR Ratings
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
05-1
1-20
08
05-1
2-20
08
05-1
3-20
08
05-1
4-20
08
05-1
5-20
08
05-1
6-20
08
05-1
7-20
08
05-1
8-20
08
05-1
9-20
08
05-2
0-20
08
05-2
1-20
08
05-2
2-20
08
05-2
3-20
08
05-2
4-20
08
05-2
5-20
08
05-2
6-20
08
05-2
7-20
08
05-2
8-20
08
05-2
9-20
08
05-3
0-20
08
05-3
1-20
08
06-0
1-20
08
06-0
2-20
08
06-0
3-20
08
06-0
4-20
08
06-0
5-20
08
06-0
6-20
08
06-0
7-20
08
06-0
8-20
08
06-0
9-20
08
06-1
0-20
08
06-1
1-20
08
06-1
2-20
08
Low DSR - Item as Described Low DSR - Communication Low DSR - Shipping Time Low DSR - Shipping Charge
Little spread More spread
DSR Adoption Rates Increasing
• More buyer participation
• Best practice: communicate to your buyers that your goal is to provide 5 star level service
Weekly DSR Adoption - Global and eBay.com
65%
67%
69%
71%
73%
75%
77%
79%
2008W15 2008W16 2008W17 2008W18 2008W19 2008W20 2008W21 2008W22 2008W23
eBay DSR Adoption Global DSR Adoption
UPI Waterfall – How much FB is Removed
Seller files UPI Seller files UPI
Reminder Reminder Mutual AgreeMutual Agree
No ResponseNo Response Pay / DiscussPay / Discuss
77% 23%
43% 34%
Source: Data Warehouse 50,000 UPI sample from Nov 2007
100% of Buyer FB is removed
Some (20%) buyer FB is removed
Very little (1%) is removed (less negative left for mutual)
Unpaid Item Rates
• 34% of the time buyer responds with…Disposition of UPIs with BtoS N/N feedback
Buyer blames seller: payment method
7%
Buyer blames seller: Shipping charges
4%
Buyer states payment made or on
its way45%
Buyer blames seller: Communication
14%
Buyer blames seller: changed terms
11%
Buyer left Abusive comment
1%Buyer Included
nonsense statement0%
Buyer purchased item elsewhere
1%
Buyer cannot pay: No fault of seller
17%
Neutral Feedback in %
• Better representation of seller performance– difference between seller with 2% and a 0.5%
neutral rate
• Impact of including Neutral Feedback– 10% of sellers were negatively impacted– 11% of PowerSellers Positive % fell below 98%– On average sellers scores dropped 0.5%– Majority (90%+) of scores were not impacted
Summary
We Heard You Last Year
• Ideas from last year implemented– Credit for repeat Feedback– Limit buyer from leaving Feedback– Enhanced protection for Unpaid Item
• not perfect, but better• we will continue to work this issue
– Half.com sellers now eligible for DSRs
Summary
• Changes are designed to hold both buyers and sellers accountable in the marketplace
• Buyers should accurately rate sellers – use the full spectrum of DSRs and Feedback
• Sellers should report buyers who violate policies & use the Buyer Requirement Tool
• Keep imperfect ratings in perspective– Use them to improve
– Compare yourself to competition, not 5 stars or 100%
Q&ABrian Burke
Amjad [email protected]
Jim “Griff” [email protected]
Rishi [email protected]
Clay [email protected]
To learn more, visit www.ebay.com/education
Thank you!