跨境电商客户服务英语 课件 Task 17 要求买家对产品进行评价

跨境电商客户服务英语（第一版）张康

徐俊凌/编著目录Contents第三章售后服务任务15接受买家的退货、退款要求任务16拒绝买家的退货、退款要求任务17

要求买家对产品评价任务18差评管理任务19

好评管理

AskingforReview

要求买家对产品评价

内容提要1.理解买家评价的重要性2.邀请客户做评价的电邮模板【内容提要】电商的产品评价是电商成败的关键，而跨境电商的产品评价更是一个公司的国际声誉，因此，产品评价是整个客服流程工作任务的重中之重。本节开始，连续三个小节，将产品评价工作细化为三个具体的任务。本节介绍如何要求买家对产品进行评价。知识目标：理解客户评价至于跨境电商业务的重要性，掌握五

种最优置评请求操作，以及常用英语表达和句型。能力目标：能够依据公司具体需要，书写通用型、指引买家型

交易结束型、问卷型、尊贵邀请型、赞美型、高评

客户跟进型等置评请求邮件/站内信。

导入

Onlinereviewshavecreateda

newfieldinmarketingandcommunication

thatbridgesthegapbetweentraditionalword-of-mouthandaviral

formoffeedbackthatcaninfluenceconsumer’sopinion.Maybeyouarealreadyonboard,collectingreviewsabouttheleveloftheserviceyouprovideandrespondingtothevaluablefeedbackofyourcustomersbutlet’stakeastepbacktoenumeratesomereasonsthatmakecustomerreviewssoimportant.

1.1BetterUnderstandyourCustomers&ImproveCustomerService

产品评价让你更懂客户，并提高自身服务Analyzingreviewslefttoyoubycustomershelpskeepyourfeetonthegroundinrespecttooverallcustomersatisfaction,astheycanprovideyourbusinesswithfeedbackregardingwhatyourcustomerstrulywant.Byusingthisinformationasinput,youwillbeabletoimprovecustomerservicebyquicklyandefficientlyresolvetheissuesthatconsumersfaced,therebycreatingapositiveexperiencefortheconsumerandkeepingyourfocusontheirneeds.阅读

Reasonswhycustomerreviewsareimportant

买家评论的重要性1.2Credibility&SocialProof

产品评价即信誉，即社会声誉

Nodoubt,wearesocialcreaturessincethemomentwecometothisworldandweareinterestedinknowingwhatothersaybeforewemakeourbuyingdecisions.Muchlikewewouldaskfriendsandfamilyforrecommendations,reviewsitesallowusdothisonlinewithjustsomeclicks.3Fightwithexperiencetosavemargins

产品评价便是竞争力Reviewsenablenewbusinessestostandshouldertoshoulderwithmoreestablishedcompetition,andpotentiallygainapositivenicheinpeople’sestimationandexpectations.Lookatitthiswaywhichcompanywouldyouratherbuyfrom:onewith503-starreviewsoronewith55-starreviews?Voila!Youjusttookthediscussionawayfromthediscountandprice!4AllowConsumerstoHaveaVoiceandCreateCustomerLoyalty

让买家发声，建立客户忠诚度

Consumersthattakethetimetoleaveanonlinereviewforyourbusinessarefarmorelikelytofeelacertainloyaltytoyouandkeepcomingback.Throughtheactofleavingareviewandestablishingarelationshipwithyourbusiness,itallowsconsumerstofeelliketheyhaveavoiceevenbehindadesktopand/ormobileand/ortabletscreenandareabletoprovidefeedbackinapositiveandmeaningfulway.5ConsumersareDoingyourMarketingforYou

产品评价是借助买家做产品推销Positiveonlinebusinessreviewsareworthagreatdealandcanofferyourbusinessbenefitsthatasimplemarketingcampaigncan’t.Inanutshell,theyarelikemicro–marketingcampaignsthatkeepworkinglongaftertheonlinereviewhasbeenposted,providing,thus,aconstantpositiveimagetopotentialcustomersandcreatingacontinualbrandawarenessthatbenefitsthebusinessforboththeshortandthelongterm.

Onlinecustomerreviewsareheretostay,andthelongeryouwaittostartencouragingthem,themoreyoustandlose.

Onlinecustomerreviewsappeartobeagreatavenueforgrabbingconsumer’sattentionandincreasingsales.Theirsignificanceistremendousastheyareimportanttoavastmajorityofconsumersandtheyarealsoresponsibleforsecuringyouronlinevisibilityinsearchrankings.Furthermore,astheyincreaseinimportanceandmorecompetitorsareencouragingcustomerreviews,yourinvolvementisonlygoingtobecomeevenmorenecessary.2.Howtoaskforreviewsviaemail如何邀请客户做产品评价Oneofthemosteffectivewaystogeneratenewreviewsisthroughreviewrequestemailcampaigns.Thecampaignsusuallytakeontheformof

customerfeedbacksurveys;othertimes,theemailmessageismuchsimplerandmorestraightforward,containingalinktoapagewheretherecipientcanwriteareview.Ifyou’rejustgettingstartedwithreviewgeneration,emailshouldbeatthetopofyourlistofchannelsforrequestingreviews.Accordingto

research,asmuchas70percentofreviewscomefrompost-transactionalreviewrequestemails.

3.Bestpractices:askingforreviewthroughemail通过电邮/站内信要求产品评价的建议：3.1Knowyourgoals.

明确目的Whatdoyouwanttoachieveapartfromgeneratingnewreviews?Onlybyidentifyingyourgoalsfromtheverystartwillyoubeabletoasktherightsurveyquestionsandcollecttherightinformation.3.2Personalizeyouremail.

定制邮件/站内信Putcarefulthoughttoyourreviewrequestemailsandwritetheminawaythatindividuallyacknowledgeseachrecipient.Youcandesignthemostdazzlingyouemailintheworld,butwon’tachievehighopenratesandresponseratesifthemessagefeelscoldandimpersonalfromthestart.3.3Keepitshort.

言简意赅Keepyourmessageshort.Keepitsimple.Avoidunnecessaryquestionsorphrasesthatyourcustomersareunlikelytounderstand.Ifyourownreviewrequestemailtakestoolongtoread,youruntheriskofrespondentsabandoningitbeforecompletion.3.4Offerincentives

提供激励Nomatterhowimpersonalyourconsumersare,peopleloveknowingthattheygetsomethinginreturn.Offeringincentivesisagoodwaytomakepeopleleavepositivereviews.Evenyoudon’thavearewardsprograms,youcancreateotherwaystoinspireyourcustomers.Forexample:3.5Spotlightyourcustomer.

呈现客户评价It’saknownfactthatpeopleliketobeinthespotlight.Youcanplacetheclient’sname,imageandreviewonthehomepageasa

waytothankyourcustomersandincreaseyourcompany’s

trustlevel.GivecouponsforthenextorderOfferdiscountsinreturnforareviewRuncontestsGiftcards4.Templatesforreviewrequest

要求买家给产品评价模版4.1Subjectlinetemplateandexample

电邮/站内信标题栏模版

“Howdidwedo?”“We’dlovetohearyourfeedback!”“Gotaminutetoshareyourexperiencewith(BusinessName)?”“Wewantyourfeedback.”4.2Templatesofdifferentwaystomakereviewrequest

个性化邀请评价表述Concernrequeste.g.Haveyourunintoanyproblemspotswithus?Wherecanweimprove?Prestigeapproache.g.We’rereachingouttothetop3%ofourcustomers,that’syou.Earningsrequeste.g.Hicustomer,whatcanwedotoearnafive-starreviewfromyou?Directapproache.g.Wouldyoubewillingtowriteareviewforus?

Faultsrequeste.g.What’sthemostfrustratingpartaboutworkingwithus?Gratitudeapproache.g.Hicustomer,I’mtheGMatourrestaurant.Iwantedtothankyouforstoppingbytoday.Howwasyourvisitwithus?Contrastapproache.g.What’sthebest/worstthingaboutworkingwithus?Template#1:Generalreviewrequestemailtemplate

模版一通用型邀请客户作产品评价电邮模版写作

Template#1:GeneralreviewrequestemailtemplateDear[customername],Thanksforbeingourcustomer.We'dliketohearhowyourexperiencewith[businessname]went.Doyoumindtakingjustafewminutestoleaveareview?Youcanleaveyourfeedbackbyvisitingthislink.[reviewfunnellink]

Template#1:GeneralreviewrequestemailtemplateHey[customername],Weappreciateyourbusiness!How'dwedo?Pleasetakeamomenttoletusknow.Weuseyourfeedbacktoimproveouroperationsforyouandcustomerslikeyou.[reviewfunnellink]Template#1:GeneralreviewrequestemailtemplateHowwasourproduct[customername]?Ifweexceededyourexpectations,pleaseconsiderleavingusareview.[reviewfunnellink]Template#1:GeneralreviewrequestemailtemplateHelpusimprove,[customername]!Wehopeyouenjoyedyourexperienceasourcustomer,butwanttoknowforsure.Tellushowyoureallyfeelrighthere:[reviewfunnellink]Template#2:Primingcustomersforreviewsemailtemple指引买家做产品评价模版Hi[

customername],Thanksforyourtrustinuswith[problem].Iknowwe’regoingtoachieveamazingthingstogether!Ihadaquickquestionforyou:Whatcanwesayordotoearnareviewfromyou?We’vemadeour[number]clientsveryhappysothey’vedecidedtosharetheirexperience.Wouldyoubewillingtoshareyourexperiencewithournewclients?You'dbeabletoshareyourthoughtshere:[reviewfunnellink]Wouldyouletmeknow?[YourName]Template#2:Primingcustomersforreviewsemailtemple

Template#3:Post-transactionrequestsemailtemplate

交易结束后要求买家评价模版Hi[

customername]!Thanksforshoppingwithus!Youritemsareontheirway.Ifyou’dliketotrackyourorderyoucandoit[trackinglink].Onemorething.Wasyourexperiencewithusagoodone?Pleasebeashonestasyouwanttobe(wecantakeit).Shareyourthoughtshere.[reviewfunnellink]Weloveyou,[YourName]

Template#3:Post-transactionrequestsemailtemplateHi[customername],We’vereallyenjoyedworkingwithyou.We’reexcitedtoseethepay-offourworkgeneratesforyou.Lookslikeit’sgoingtobeamazing.Quickquestionforyou.Whatcouldwehavedonebetter?Pleaseshareyourthoughtshere:[reviewfunnellink]Anyfeedbackyoucangivewouldbeincrediblyhelpful.Thanksagainforyourtrust,[YourName]Template#3:Post-transactionrequestsemailtemplateTemplate#4:Thefeedbackinterviewemailtemplate

问卷式评价模版Hi[customername],Inthepast,someofourclientswereburnedacompetitor.Mostofthempaidlotsofmoneyfora[productorservice]thatdidn’tworkwell.We’retryingtolearnfromtheirexperience.What'syourexperiencewithour[productorservice]?Haveyourunintoanyfrustrating?Wouldyoubewillingtoshareyourstoryonaquick5min.call?Pleasebehonest,wecantakeit![reviewfunnellink]Appreciateyou,[YourName]Template#4:ThefeedbackinterviewemailtemplateTemplate#5:Prestigiousinviteemailtemplate

尊贵邀请式电邮模版Hi[customername],I’mreachingouttothetop3%ofourcustomers(that'syou).I'dliketolearnaboutyourexperiencewith[BusinessName].Ionlysixquestionstoask,shouldonlytake4or5minutes.Woulditbealrightifwetalkedonthephone?I’mfree[date]at[time].Ifyou'rebusy,youcanshareyourthoughtshere:[reviewfunnellink][YourName]Template#5:PrestigiousinviteemailtemplateTemplate#6:Applauserequestemailtemplate

赞美式请求评价模版Thanks[

customername]!That'samazing!I'msogladthingsworkedoutwellforyou.🙂Itwasalotofhardworkbutwedidittogether!Thanksfortrustingus!Anythoughtsonwhatwecandotomakethisevenbetterforyou?[reviewfunnellink]Weloveworkingwithyou![YourName]Template#6:Prestigiousinviteemailtemplate[Customername],Thanksagainforsharingyourthoughtswithus.I'msohappyyou'resatisfiedwiththe[resultsoroutcome].Here'satranscriptofourinterview.Wouldyoubewillingtosharethistranscriptofyourfeedbackononeofourkeyreviewsitesasareview?It'sjustcopyandpastehere:[reviewfunnellink]Noworriesifyou'reuncomfortablewiththis,you'reamazingeitherway.[YourName]Template#6:PrestigiousinviteemailtemplateTemplate#7:Satisfiedfollow-upemailtemplate

对高分评价客户的后续跟进Wow[customername]!I'msogladwewereabletotakegoodcareofyou!Wouldyoubewillingtoshareyourexperiencewithothercustomers?They'dbeveryinterestedinhearingyourexperienceandlisteningtowhatyouhavetosay.Youcansharehere:[reviewfunnellink]You'reamazingeitherway.Best,[YourName]

Template#7:Satisfiedfollow-upemailtemplateWords&Expressions1.reviewn.评论

2.prestigiousadj.有威望的;声誉高的3.applausen.鼓掌;喝彩4.bridgev.消除（两者之间的）隔阂、鸿沟、分歧

5.word-of-mouthn.口口相传，口碑6.enumeratev.列举;枚举7.keepone'sfeetontheground脚踏实地8.credibilityn.可信性;可靠性9.socialproof社会认同10.recommendationn.推荐

11.（ina）nutshell简而言之;用简明的话Words&Expressions12.tremendousadj.巨大的;极大的13.involvementn.参与;加入14.straightforwardadj.简单的;易懂的;不复杂的15.personalizev.定制16.couponn(购物)优惠券17.spotlightv.呈现18.subjectline标题栏19.mishandlev.处理不当20.transcriptn.记录21.validatev.证实;确认

1.post-transactionn.交易后2.onlinereview在线评价3.customerservice客户服务4.reviewsite评价栏5.marginsn.利润6.viralformoffeedback病毒式传播；网红效应6.nichen.(产品的)商机；市场定位7.customerloyalty客户忠诚度7.marketingcampaign营销宣传活动8.potentialcustomer潜在客户9.brandawareness品牌知名度

Jargons10.onlinevisibility网络关注度11.searchranking搜索排名12.customerfeedbacksurvey客户反馈调查13.recipientn.收件人14.responserate回复率15.respondentn.反馈客户16.incentivesn.激励措施17.trustlevel信用等级18.earningsreport收益报表19.confirmationemail确认邮件20.bulkemail垃圾邮件

JargonsAFTERYOUREAD

练习

A.UnderstandMainIdeas:Whycustomerreviewsareimportant?Answer:Betterunderstandyourcustomersandimprovecustomerservice.Increasecredibilityandsocialproof.Fightwithexperiencetosavemargins.Allowconsumerstohaveavoiceandcreatecustomerloyalty.Consumersaredoingmarketingforyou.

Howtowriteaneffectiveasking-for-reviewemail?Answer:Knowyourgoals.Personalizeyouremail.Keepitshort.Offerincentives.Spotlightyourcustomer.

练习

B.UnderstandDetails:1.Analyzingcustomers’reviewscanhelpyouto_________.A.keepyourfeetonthegroundinrespecttooverallcustomersatisfactionB.focusoncustomers’realneedsC.improvecustomerserviceandcreateapositiveshoppingexperienceD.Alltheabove

2.Beforewemakeourbuyingdecisions,whatdoweusuallydo?A.AskfriendsandfamilyB.ClickreviewsitesC.ShowinterestsinwhatothersayD.Alltheabove

练习

3.Newbusinessesareabletogainapositivenicheinpeople'sestimationandestimates.Whatdoestheword‘niche’meanhere?A.AnopportunitytoincreaseproductioncapacityB.AnopportunitytosellaparticularproducttoaparticulargroupofpeopleC.AmarketwhichismatureD.Amarketwhichisdepressed

4.Positiveonlinebusinessreviewsareworthagreatdealandcanofferyourbusinessbenefits.WhichbenefitisNOTmentionedinthepassage?A.savemarginsandimprovesalesB.provideaconstantpositiveimageC.createacontinualbrandawarenessD.beinggoodtothebusinessforboththeshortandthelongterm练习

5.Whichpracticeisgoodwhenaskingforreviewsthroughemail?A.KeepingitshortandsimpleB.offeringincentivesC.PersonalizingyourreviewrequestemailsD.Alltheabove

C.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.thevaluablefeedback,onlinereviews,bridgesthegap,niche,micro–marketingcampaigns,potentialcustomers,brandawareness,word-of-mouth,onboard,keepyourfeetontheground,straightforward,inanutshell,enumerate,reasons,viral,therecipient,standshouldertoshoulder1.______havecreateda

newfieldinmarketingandcommunication

that______betweentraditional______anda______

formoffeedbackthatcaninfluenceconsumer’sopinion.

2.Maybeyouarealready______,collectingreviewsabouttheleveloftheserviceyouprovideandrespondingto______

ofyourcustomersbutlet’stakeastepbackto______some

______thatmakecustomerreviewssoimportant.

3.Analyzingreviewslefttoyoubycustomershelps______inrespecttooverallcustomersatisfaction,astheycanprovideyourbusinesswithfeedbackregardingwhatyourcustomerstrulywant.

4.Reviewsenablenewbusinessesto______withmoreestablishedcompetition,andpotentiallygainapositive______inpeople’sestimationandexpectations.

5.______,theyarelike______thatkeepworkinglongaftertheonlinereviewhasbeenposted,providing,thus,aconstantpositiveimageto______andcreatingacontinual______thatbenefitsthebusinessforboththeshortandthelongterm.

6.Thecampaignsusuallytakeontheformof

customerfeedbacksurveys;othertimes,theemailmessageismuchsimplerandmore______,containingalinktoapagewhere______canwriteareview.

1.Onlinereviewshavecreateda

newfieldinmarketingandcommunication

thatbridgesthegapbetweentraditionalword-of-mouthandaviral

formoffeedbackthatcaninfluenceconsumer’sopinion.

2.Maybeyouarealreadyonboard,collectingreviewsabouttheleveloftheserviceyouprovideandrespondingtothevaluablefeedbackofyourcustomersbutlet’stakeastepbacktoenumeratesomereasonsthatmakecustomerreviewssoimportant.

3.Analyzingreviewslefttoyoubycustomershelpskeepyourfeetonthegroundinrespecttooverallcustomersatisfaction,astheycanprovideyourbusinesswithfeedbackregardingwhatyourcustomerstrulywant.

4.Reviewsenablenewbusinessestostandshouldertoshoulderwithmoreestablishedcompetition,andpotentiallygainapositivenicheinpeople’sestimationandexpectations.

5.Inanutshell,theyarelikemicro–marketingcampaignsthatkeepworkinglongaftertheonlinereviewhasbeenposted,providing,thus,aconstantpositiveimagetopotentialcustomersandcreatingacontinualbrandawarenessthatbenefitsthebusinessforboththeshortandthelongterm.

6.Thecampaignsusuallytakeontheformof

customerfeedbacksurveys;