跨境电商客户服务英语 课件 Task 18 差评管理

跨境电商客户服务英语（第一版）张康

徐俊凌/编著WhatisaNegativeReview?2.Howtorespondtoanegativereviewin6steps.3.TemplatesofrespondingtonegativereviewTask18:RespondtoRefundRequest2(DeclineClaim)拒绝买家的退货、退款要求【内容提要】本节主要介绍差评处理六步骤，并提供多个专业差评回复模版，力助客服代表化“危”为“机”。

知识目标：理解差评的概念及其影响，掌握管理差评的六步操作法，以及常用英语表达和句型。能力目标：能够根据模版有效管理网络差评，与不满意的客户建立真诚的交流，并维护公司形象。Fortoday’secommerceretailers,negativereviewsjustcomewiththeterritory.

Infact,withsomanybuilt-in,on-siterating(现场打分)andreviewfeatures,manyeveninvitethemrightin.Andthat’sagoodthing.Badreviewsactuallygiveyoupowerasaretailer.Theygiveyouanopportunitytouseyourbrandvoice,torightyourwrongs

(纠正错误)andtodeliverstellarcustomerservice

(星级服务)—andtodoitpublicly,wherepotentialcustomerscanseeit.Here’sacloserlookatwhynegativereviewsmatterandhowtorespondtothem.WhatisaNegativeReview?

It’seasytofocusongeneratingpositivereviews,butnegativereviewsdeserveasmuch(ifnotmore)attention.Infact,forproductswithlowreviewcounts,asinglenegativereviewcanbeespeciallydamagingsinceitwillhaveagreatimpact.Clear,honestandupfront

(坦诚相见)contentincreasesthecustomer’sunderstandingoftheproductanditsfeatures,withthegoalofreducingconfusion.Forexample,ifyoudon’tmentiononyourdetailpagewhetheraskilletcanonlybeusedsafelyupto400degrees,you’regoingtogetnegativereviewsfrompeoplewhomeltthatproductbecausetheydidn’trealizeitslimitations.

Howtorespondtoanegativereviewin6stepsWhetheryou’rerespondingtonegativereviewsonAmazon,Google,Facebook,AliExpress,oronyourownsite,you’vealreadytakenthefirst

step:

actuallyresponding

(真正的回应).Intoday’shighlydigital,supertransparentsociety,simplyignoringabadreviewisnolongeranoption.

Infact,itcanactuallymakemattersworse.

Butjustrespondinginitselfisn’tenough.Whatyousay,howyousayitandevenwhenyoupostthatresponseallmatter,too.Doyouhaveabadreviewtorespondto?Thenheedthesesteps:Step1:

Respondquickly(within24-48hours):

Thecustomerthoughtitwasimportantenoughtopostapublicreview,sotreatitasurgent

(以紧急状况处之).Respondquickly,showthatyou’reintunewithcustomerfeedbackandthatyou’reanactiveparticipantinyourbusiness.Step2:Apologizeandsympathizeinyourresponsetothenegativereview.Acknowledgethecustomer’sconcerns.Eveniftheyareunfounded,showsympathythattheyhadabadexperience.

Saying“I’msorry”or“Iunderstand”cangoalongwayinmakingacustomerfeelliketheiropinionisvalid(andvalued).Blowisanexampleofmakingapologywhenhavingnoknowledgeaboutthesituation.Step3:Insertalittlemarketinginyourresponsetothebadreview.Explainwhatyourcustomersusuallyexperience.

“We’renormallyknownforourexceptionalattentiontodetail,andweregretthatwemissedthemark.”Step4:Offertomakeitright:Alwaysoffertomakeyourwrongsright.Iftheirshirtarrivedwithatearinthesleeve,sendareplacementone—anddoitASAP.Manytimes,customerswon’ttakeyouupon(接受)yourofferofafreebie

(免费礼品).,butit’svitalthatyouofferregardless—ifonlytoshowpotentialleadsthatyou’rewillingtogotheextramile.missedthemark:tofailtoachievetheresultthatwasintended.有时水准

Step5:Move

theconversationoffline.Onceyou’verespondedpubliclyonline,makeanefforttocontactthecustomerpersonallytoproveit’snotallforshow.Providecontactinfowithsomeoneatthebusinesssotheycandiscusstheprobleminperson.

“Mynameis[name]andIamthe[Owner/Manager].Ifyou’dliketodiscussthisfurther,pleasecontactmeat[phonenumber/email].”Thissortofextra-mileeffortmayevenencouragethemtocomebackandchangetheirrevieworpostanewone.Step6:Keepyourresponsesimple,shortandsweet.Don‘tgointotoomuchdetailoraskanyquestions.Thiswill

preventsayingsomethingthatmightcause

theupsetcustomertoaddmorenegativefeedbackbyreplyingtothereview.Threesentences

foryourwholereplyisagoodruleofthumb.It’simportanttotakethehighroad

(高情商)whenrespondingtonegativereviews.Evenifacustomerpostsalow-blow(不当、不公),trytokeepyourresponsepolite,civilandaimedattheproblemathand:thecustomer’sdissatisfaction.Whenyoufollowtheabove-mentionedsteps,hopefullyyouwillturnthesituationaroundjustlikethebelow.ruleofthumb

:

apracticalandapproximatewayofdoingormeasuringsomething.(经验法则)e.g.Agoodruleofthumbisthataportionofriceistwohandfuls.A.UnderstandMainIdeas:Howtorespondtoanegativereviewin6steps?Answer:Step1:

Respondquickly(within24-48hours)Step2:Apologizeandsympathizeinyourresponsetothenegativereview.Step3:Insertalittlemarketinginyourresponsetothebadreview.Step4:OffertomakeitrightStep5:Move

theconversationoffline.Step6:Keepyourresponsesimple,shortandsweet.B.UnderstandDetails:1.Badreviewsactuallygiveyouanopportunityto_________.Choosetheincorrectone.A.deliverstellarcustomerserviceB.useyourvoiceC.doitprivatelyD.rightyourwrongsKeyB2.Withthegoalofreducingconfusion,youhavetomakecontent_______toincreasecustomers’understandingoftheproductanditsfeatures.A.upfrontB.clearC.honestD.alltheaboveKey:D3.Youhavetotakethefirststep“quickresponding”within________hours.A.12-24B.12-36C.24-48D.24-60Key:C4.Apologizingcangoalongwayinmakingacustomerfeelliketheiropinionis________.A.appreciatedB.valuedC.neglectedD.invalidKey:B5.Iftheirproductsarrivedwithqualityproblems,whatshouldyoudoASAP?A.sendcouponsfornextpurchaseB.sendanapologizingemailC.sendafreegiftD.sendareplacementoneKey:D

6.Onceyouhaverespondedpubliclyonline,makeanefforttocontactthecustomer________toproveit’snotallforshow.A.personallyB.offlineC.inprivateD.alltheaboveKey:DTemplatesofrespondingtonegativereview

Template#1DearCustomerName客户姓名:Thankyouforyourcomments.I’msorrytohearaboutyourexperience.Thisisdefinitelynotausualoccurrenceatourbusiness,[statewhatusuallyhappens陈述通常状态].Pleasecontactme,Iwouldliketomakethingsright.Bestwishes,[Name,JobTitle,EmailAddressand/orPhoneNumber姓名、工作头衔、电邮或电话号码]

Template#2HiCustomerName客户姓名:Mysincerestapologiesfortheexperienceyouhad.Iassureyouthisisn’tatypicalsituation.Mostofourcustomers[explaintheusualexperience解释通常客户体验]soI’dliketospeakwithyoufurthertohelpremedythesituation.Mynameis[Name姓名],andI’mthe[JobTitle工作头衔]-pleasegivemeacallat[PhoneNumber电话号码].BestRegards,[Name,JobTitle,EmailAddressand/orPhoneNumber姓名、工作头衔、电邮或电话号码]

Template#3：HelloCustomerName客户姓名:We’rereallysorrytohearaboutwhathappened.I’dliketomakesuremistakeslikethesedon’thappenagain.Ifyoucancontactmedirectlyat[Email,PhoneNumber邮箱，电话号码]Iwillpersonallymakesurethissituationismaderight.Regards,[Name,JobTitle,EmailAddressand/orPhoneNumber

姓名、工作头衔、电邮或电话号码]

Template#4HiCustomerName客户姓名:Thankyouforbringingthis[issue/incident故障/事故]toourattention.Isincerelyapologizefor[namethemainissuevoiced故障名称]andweunder-standyourfrustration.Wetrytomaintainthehigheststandardsofservice,butit’sclearwefellshortinyourcase.Pleasecontactmeatyourconvenience,I’dliketofindouthowIcanearnbackyourbusiness.Regards,[Name,JobTitle,EmailAddressand/orPhoneNumber姓名、工作头衔、电邮或电话号码]

Template#5DearCustomerName客户姓名:Soundslikewedidn’tprovideyouwiththesamecustomerservicethatmanyhavecometoknowusfor.I’msincerelysorry.Weprideourselveson[typicalcustomerexperience典型客户体验].Pleasecontactme,Iwouldliketofixthings,ifpossible?Mynameis[name姓名],andI’mthe[jobtitle工作头衔].Pleasegivemeanemail[emailaddress邮件地址]orcall[phonenumber]whenyouhaveafreemoment.Thankyou.Regards,[Name,JobTitle,EmailAddressand/orPhoneNumber

姓名、工作头衔、电邮或电话号码]Template#6DearCustomerName客户姓名:

Wesincerelyregretthatyourcaseisalreadynotinaperfectcondition.Unfortunately,ithappensnowandthenthatsinglecasesdonotsatisfyourandyourqualitydemand.Inthesecases,weofferafullrefundorafreereplacement.PleasesendanE-mailincludingyourorder-idandyourpreferenceforarefundcaseto[emailaddress邮件地址]Sincerely,[Name,JobTitle,EmailAddressand/orPhoneNumber姓名、工作头衔、电邮或电话号码]C.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.takethehighroad,replacement,freebie,offer,negativereviews,use…brandvoice,right…wrongs,ecommerceretailers,transparent,extra-mileeffort,low-blow,deliver…customerservice

1.Fortoday’secommerceretailers,negativereviewsjustcomewiththeterritory.

2.Theygiveyouanopportunitytouseyourbrandvoice,torightyourwrongsandtodeliverstellarcustomerservice—andtodoitpublicly,wherepotentialcustomerscanseeit.3.Intoday’shighlydigital,supertransparentsociety,simplyignoringabadreviewisnolongeranoption.

Infact,itcanactuallymakemattersworse.

4.Alwaysoffertomakeyourwrongsright.Iftheirshirtarrivedwithatearinthesleeve,sendareplacementone—anddoitASAP.

5.Manytimes,customerswon’ttakeyouuponyourofferofafreebie,butit’svitalthatyouofferregardless—ifonlytoshowpotentialleadsthatyou’rewillingtogotheextramile.6.Thissortofextra-mileeffortmayevenencouragethemtocomebackandchangetheirrevieworpostanewone.

7.It’simportanttotakethehighroadwhenrespondingtonegativereviews.Evenifacustomerpostsalow-blow,trytokeepyourresponsepolite,civilandaimedattheproblemathand:thecustomer’sdissatisfaction.D.BuildYourSentencePutthefollowingsentencesintoEnglish.1.事实上，对于评论数很少的产品，一个负面评价影响力特别大，因此其伤害力尤其大。(lowreviewcounts)Infact,forproductswithlowreviewcounts,asinglenegativereviewcanbeespeciallydamagingsinceitwillhaveagreatimpact.

2.当今高度数码化、高透明的社会，对差评置之不理不再可取。(nolongeranoption)Intoday’shighlydigital,supertransparentsociety,simplyignoringabadreviewisnolongeranoption.3.快速回复显示你与客户的反馈同调，并且你积极投身于自己的业务。(intunewith)Respondquickly,showthatyou’reintunewithcustomerfeedbackandthatyou’reanactiveparticipantinyourbusiness.

4.一旦你在线上公开回应，努力与客户本人取得