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跨境电商客户服务英语(第一版)张康
徐俊凌/编著导论目录Contents第一章售前服务电子商务客户服务渠道与客服咨询模板任务1产品描述要点、案例与模板任务7拒绝买家的折扣要求任务2欢迎词、问候语类电邮的书写任务3产品信息咨询任务5如何书写催促付款电邮任务6接受买家的折扣要求任务4
关于价格、折扣、促销、付款方式、运费和关税咨询目录Contents第二章售中服务任务8订单确认函任务14订单取消确认函任务9发货通知任务10发货延误任务12修改发货地址要求任务13发货过程中常见问题的处理:错发、丢件、货物破损任务11关于发货、到货时间的咨询Introduction:E-commerceCustomerServiceChannelsandReplyTemplates导论:电子商务客户服务渠道与客服咨询模版内容提要1.E-commerceCustomerServiceChannels电子商务客户服务渠道2.Thebenefitsofusingcustomerservicereplytemplates客服咨询模版的作用【内容提要】无论哪种场景,只有对每一种渠道深入了解,才能在具体运营过程中,选择最适合自身业务需求客服模式,才能在“全渠道”模式下,调配各渠道的最优组合。此外,导论还讨论了客服咨询模版使用的作用和意义。知识目标:理解跨境电商客服主要渠道及其优缺点,掌握客服咨询模版之于跨境业务的作用。能力目标:能够根据公司实际情况选择最佳客服渠道组合,能够将客服咨询五大建议运用到咨询服务。Onlinecustomerservicechannelscanbebroadlyclassifiedintotwocategories:self-service
(自助服务)
and
assistedservice
(协助服务).Self-serviceincludesalltheinformationandtools
thatthecompanyprovidesfortheircustomerstohelpthemsolvetheproblemontheirown,suchasdetailedproductdescriptionsorafrequentlyaskedquestionspage.Assistedservice,ontheotherhand,referstothehelpthatisprovidedbyaservicerepresentative(客服代表)throughdifferentmediums.Herewefocusonassistedservicechannels,whichusuallyincorporatephone,email,chatandsocialmedia.
E-commerceCustomerServiceChannelsself-service
(自助服务)
assistedservice
(协助服务)servicerepresentative(客服代表)Whenorganizingreal-time
(实时)customerservicechannels,suchasphoneorlivechat,itisimportanttotakeintoconsiderationthatconsumersgenerallyshoponlineoutsidethetypicalofficehours,fromearlyafternoonuntillateintheevening.Theopeninghoursofcustomersupportshouldbedesignedtoreflectthisandresponsetime(响应时间)monitoredtomakesurethatthewaitingtimesremainreasonable.Thefasteryourresponsetimeis,thebetter.Evenife-mailisnotreal-timebynature
(本质上),thecustomer’sclockwillstartticking
(流逝)theverysecondthatthee-mailhasbeensent,andhavingtowaitmorethanadaycanbeabigdrawback(缺点).real-time(实时)responsetime(响应时间、答复时间)Whilephone,e-mailandchatarestillthemostcommoncustomerservicechannels,thesedayscustomersareincreasinglyseekinghelpalsothroughsocialmedia.Everychannelthatthecompanyhasapresencein
(出现)shouldbecloselymonitored
(监察)andactivelyparticipatedinbythecustomersupportstaff.
“Omni-channel”(全渠道)or“multi-channel”(多渠道)isthelatestbuzzwordinonlinecustomerservice,referringtocustomersupportthatisprovidedacrossmultiplechannelsseamlessly(无缝式).However,customersdon’treallythinkintermsofchannels,theyjustwanttheirquestionsansweredasfastaspossiblewiththeleastamountofeffortfromthem.Andwhatcustomersreallywantfromyouisquick,friendlyandeffectiveservice.Thismeansthattheresponsetimesshouldbeminutes,ratherthanhoursordays.Italsomeanspersonalized,humanconversations.Andmostimportantly,itmeansthattheproblemshouldbesolvedinaonesingleinteraction(单次交流).
UnderstandMainIdeas:Q:Whatarethemaincategoriesofonlinecustomerservicechannels?Whatdotheyinclude?A:Onlinecustomerservicechannelscanbebroadlyclassifiedintotwocategories:self-serviceandassistedservice.UnderstandMainIdeas:1.Whatisthebestchanneltoprovidedetailedproductdescriptionsforcustomers?A.assistedserviceB.self-serviceC.frequentlyaskedquestionspageD.phone,email,chatandsocialmediaKey:B2.Whichchannelarecustomersincreasinglyseekinghelp?Phone.B.e-mailC.chatD.socialmediaKeyD3.Whatcustomersreallywantfromcompanieswhentheyhavequestions?Omni-channelMulti-channelQuick,friendlyandeffectiveserviceConversationandinteractionKeyC
PhoneDespitethevarietyofchannelsavailable,customersstillrelyheavilyonthephone.Loudhousesurveyed7,000consumersinsevencountriesandfoundoutthatphoneremainsthemostpopularservicechannel,with54%usingitforfirstcontact
(初次接触).Thebiggestchallengewithaphoneservicefromthecompany’sperspectiveisthattheyneedtobeabletopullupthecustomer’sorderandconversationhistory
(历史对话记录)toseewhenthecustomerhascalledlast,andproperlyanalyzetheissuewithoutthecustomerhavingtore-explaintheirpreviousissueeverytimetheycall.Onesolution
tothiscouldbephoneregistrationthatisofferedbymanysites,whichautomatically
(自动地)addseveryconversationintothecustomerscallinghistory.Whenusedcorrectly,phonecanbeaneffectivechannelforresolvingissuesinonecontact.conversationhistory
(历史对话记录)4.Whatisthebiggestchallengewithphoneservice?customer’sorderandconversationhistorymustbepullupphoneregistrationmustbeofferedeveryconversationmustbeautomaticallyaddedissuescanberesolvedinonecontactKeyA
1.2E-mail电邮(站内信)客服Somemightsaythate-mailisdying,butmarketingexpertsbelieveotherwise.Theythinkthatatbest,theroleandsignificanceofe-mailmaychange.Somebestpracticesfore-mailincludeusinganaddressthatthecustomercanreplyto,keepingthetitleshortbyusingkeywords,informingthecustomerabouthowtheyareexpectedtoproceed
(推进)nextifnecessary,keepingthemessageshortandsimplebyplacingtheimportantinformationfirst,andincludingthecompany’scontactinformation(联络信息).Thelanguagethatisusedine-mailsshouldbeasgrammaticallycorrect
(语法正确)andcomprehensible
(通俗易懂)aspossibletoavoidanymisunderstandingsorconfusion,becausepeoplegenerallytendtoreadtextonascreenbyonlyglancingitthrough.
contactinformation
(联络信息)1.3Chat实时聊天客服Chatcustomerserviceisstillarelativelyfreshconcept,andassuchitcanprovideacompetitiveadvantageoveryourcompetitors,whenproperlyexecuted
(执行).The
advantagesofchat
incomparisontophoneore-mailareindisputable(无可争议).Askilledcustomerservantcanhandlemultipleconversations
(一对多沟通)atthesametime,anditisevenpossibletocreatesomestandardrepliestothemostfrequentlyaskedquestions.Chatalsoleavesawrittendocumentationofeverythingthathasbeendiscussed.Itisfasterandmorecommunicativethane-mail,allowingareal-timeconversation,whilebeinglessexpensivethanaphoneservice.Eventhename“chat”impliesthatitisallaboutconversationwiththecustomer.Thisalsomeansthatusingspokenlanguageismoreacceptablethaninotherchannels.Whilespokenlanguageiscommonlyusedinchatconversations,youshouldthinkaboutwhatstyleofcommunicationsuitsyourcompanythebest.Ageneralguidelinewouldbetousesimplesentencestructuresandcommonwords,whileavoidingjargon,slangordialects.
multipleconversations
(一对多沟通)
Thedemandsforachatcustomerservicerepresentative
(在线聊天咨询代表)arehigh,becausetheyneedtobeskilledwritersandfluentcommunicators,whiledoingitallinreal-time.Theyalsoneedtohavegoodknowledgeofthecompanyanditsproductsinordertoprovidethecustomerwithaccurateadvice.Thisnaturallyrequiresacertainpersonalitytypethatiscomfortablewithmultitasking(多任务处理).Althoughchathashighsatisfactionratings(满意度排名),itdoesnotcomewithoutitschallenges.Thenumberonechallengeforthecompanyisthateverythinghappensinreal-time,meaningthattheresponsetimesshouldbeinseconds,notminutes.Andthemorecustomersyouhaveonlineatonce,themorechallengingitbecomestomanage.Providinggoodcustomerserviceoverchatcanbedifficult,butifyoudoitright,therewardsarealsohigh,andyouwillendupwithmoreloyalandsatisfiedcustomers.
chatcustomerservicerepresentative
(在线聊天咨询代表)multitasking
(多任务处理)satisfactionratings(满意度排名)5.WhichofthefollowingisNOTthegoodpracticefore-mail?usinganaddressthatthecustomercanreplytokeepingthetitleshortbyusingkeywordsinformingthecustomerabouthowtheyareexpectedtoproceednextpeopletendtoreadtextbyonlyglancingthelanguagethrough\KeyD6.WhichofthefollowingisNOTtheadvantageofchatcustomerservicecomparedtophoneande-mail?customerservantcanhandlemultipleconversationsatthesametimewrittendocumentationofeverythingthathasbeendiscussedcanbecreateditismorereal-timeconversationwhilebeinglesscostlytheconversationsaremorespokenlanguageKeyD7.Whatisthechallengewithchatcustomerservice?theresponsetimesshouldbeinminuteseverythinghappensisnotalwaysrea-timechatdon’talwayshavehighsatisfactionratingscustomerservantsmustmakeresponseinstantlyKeyD
社交媒体客服Socialmediaisanonlinenetworkorcommunity(在线社交网络或社群),wherepeoplewithsimilarinterestscangathertoshareinformation.Itisthemodern-dayversionofamarketsquare,representedbyalargenumberofdifferentwebapplications.Itisimportanttogetacquaintedwith(结识)
thedifferenttypesofsocialmediaplatformsandrecognizetheirdifferences.Thisdoesnotmeanyouneedtobeactiveineverychannel,butyoushouldbewhereyourcustomersare.Businessestendtoseesocialmediasolelyasamarketingchannel,notrealizingitspotentialforcustomerservice.Butcustomersmaychoosetocontactthecompanythroughanychannel,andwhentheydo,youneedtobepreparedtohandlethem.Respondingtocustomercontactsisthecornerstone(基石)
ofsocialcustomerservice.Socialmediaisnotsuitableforordering,cancellationsorservicechanges.However,itisagreattoolforprovidingproductandserviceinformation,answeringsimplepriceenquiries,andreceivingfeedbackordevelopmentideas.8.Whatserviceissocialmediasuitablefor?AnsweringsimplepriceenquiriesCancellationsServicechangesOrderingKeyA
ThebenefitsofusingcustomerservicereplytemplatesWhetheryourbusinessusesaknowledgebase,
anonlineFAQ
oreachresponseishandledfreehand(徒手),youwillfindthatcommontrendsinquestionsorissuesemergequickly.Usingcustomerservicetemplatescanhelpanybusinessbecomemoreefficient.Withcustomerservicereplytemplates,youcanhandleallkindsofcustomers’inquiryproperlyandefficiently.Whetherit’sathankyouemailforplacinganorder(订单确认函)
oranabandonedcartemail(代付款提醒),eachtemplatecanbepersonalized(定制)
inadvance.Butthebenefitsincreatingcustomersupporttemplatesarenotonlylimitedtosavingtime.Otheradvantagesincludepersonalizedmessaging,reducederrorsandbeingabletomaintainbrandtoneandvoice.Personalizedmessaging.
Usingcustomerservicereplyemailtemplatesinthefollowingchapters,youcanautomaticallypersonalizethemessageeverytimetoincludethecustomer’sname,address,productandpricingdetails.Reducethemarginforerrors(错误范围)
.
Asthereisnoneedtoretypeeachemail,youremoveasignificantchunkofhumanerror(人为错误)
andriskofsendingincorrectmessageswithpotentiallyawkwardconsequences.Same
brandtone
ofvoice
(品牌声音)
ineverycommunication.
Asyourteamdoesnotneedtoeditthetextwithintheemailreply,anypersonusingthetemplatecansendtheemailandnothavetoworryabout“gettingthesamemessageright”.brandtone
ofvoice
(品牌语调)Toneofvoiceishowabrandcommunicatesandconnectswithitsaudiencethroughmessagingandcustomerinteractions.Ithelpsbusinessesdifferentiatethemselvesfromthecompetitionandcommunicatetheirbrandvaluestotheiraudience.ToneofVoiceExamplesNike’stoneofvoiceisseriousandpowerful.They’verunmanycampaignsovertheyearsencouragingathletestobethebesttheycanbe.2.What’sthebenefitsofusingcustomerservicereplytemplates?Answer:Personalizedmessaging,reducethemarginforerrorsandkeepthesame
brandtone
ofvoiceineverycommunication.9.WhichofthefollowingisNOTthebenefitsofusingcustomerservicereplytemplates?A.Reducethemarginforerror.B.Keepthesametoneofthecompany’voice.C.Reducethedemandforcustomerservicerepresentatives.D.Personalizemessageforcustomers.KeyCFivetipsforansweringcustomerserviceemailsIfacustomerwritesanemailtoyou,itmeanstheycareenoughtodosomethingaboutit–Whethertheemailisnotifyingthearrivalofparceloradvertisinganewproduct.It’simportanttomakesureeverysinglecustomeremailisanswered.Respondingtocustomersisasure-fireway(万全之策)
tomakeunhappycustomershappyandithelpstocreategoodcustomerrelationships.Here’s5tipstorespondingtocustomerserviceemails:1.ReadtheemailthoroughlybeforeyourespondCustomersvaluegoodserviceoverspeed.Itmightbethecustomergotlostonyourwebpageoraskedforadiscountbutreadtheemailthoroughlybeforeyouwriteyourresponse.Iftheemailhastoolittleinformationforyoutosolvetherequest,it’sOKtoaskquestionstogetmoreinformation.2.AddressyourcustomerbynameMostemailssenttoyourcustomersupportteamaresentbyhumanbeings.It’seasytoforgetthiswhenyouanswerhundredsorthousandsofemailsperweek,butpeopleappreciatebeingtreatedlikehuman–Infact,recentresearchbyCiscofoundthatcustomersarewillingtopayextraforamorepersonalizedservice
(定制服务)
.Makesureyouaddressthecustomerbyhis/hernameineachemailyourespondto.3.FocusonsolvingtheproblemAcustomerwhocommunicatesaproblemdoesnotwanttohearexcusesofwhytheproblemoccurred.Theyonlywanttohearthesolution.Ifthecustomercannotgettheparcelbytheestimateddate(预估日期),thereisnoneedtoexplainthatit’syourshipper’sfaultforthedelay–Findasolutionandinformthecustomertheproblemisfixed.
4.IncludelinkstoyourwebpageIt’smucheasierforbothyouandyourcustomerifyouprovidelinkstorelevantsourcesonyourwebsiteratherthanexplaininghowtonavigatethrough(浏览)
thepages.Forexample.here’salengthyresponse(长篇大论)
:“Inordertologintoyouraccount,pleasegotoourhomepageandatthetoprightofthepage,clickthe“myaccount”link.Onceyouclickthelink,youwillbetakentotheloginpage.”Comparedtoamuchmoreuser-friendlyresponse:“Tologin,pleasevisit/login”5.Useyourrealnameandemailsignature(电子邮件签名)
Stayinganonymous(匿名的)inyourresponsesisthewrongapproach.Ifyouuseageneric
(常规的)
emailsignature,whichusuallyincorporatesyourname,title,companyandcontactinformation,thecustomerwouldknowwhoheorsheisemailingwith.Thinkofitlikeaconversation,it’smorenaturaltosayyournameinsteadofjustcompanynameanddepartment.Usingyourownnamewillonlystrengthentherelationship.emailsignature
(电子邮件签名)3.Whattipsforansweringcustomerserviceemailsdoesthepassagesuggest?Answer:Theyarereadtheemailthoroughlybeforeyourespond,addressyourcustomerbyname,focusonsolvingtheproblem,includelinkstoyourwebpage,anduseyourrealnameandemailsignature11.WhichofthefollowingelementsisNOTnecessarilyincludedinemailsignature?A.yourname.B.yourjobtitle.C.yourcontactinformation.D.yourphotoKeyD
Project:createanemailsignature
ofyourself.C.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.monitor;loyal;drawback;navigate;executed;getacquaintedwith;humanerror;sure-fireway;1.Evenife-mailisnotreal-timebynature,thecustomer’sclockwillstarttickingtheverysecondthatthee-mailhasbeensent,andhavingtowaitmorethanadaycanbeabigdrawback.2.Everychannelthatthecompanyhasapresenceinshouldbecloselymonitoredandactivelyparticipatedinbythecustomersupportstaff.3.Providinggoodcustomerserviceoverchatcanbedifficult,butifyoudoitright,therewardsarealsohigh,andyouwillendupwithmoreloyalandsatisfiedcustomers.4.Itisimportanttogetacquaintedwitht
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