跨境电商

    创业实务

模块6

客户服务

模块6 客户服务

任务6.1 售前服务

任务6.2 售中服务

任务6.3 售后服务

任务6.4 跨境电商客服策略

任务6.5 亚马逊卖家成功处理纠纷案例

任务6.3

售后服务

目

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01

01

02

02

03

03

售后评价

客户投诉处理

客户维护

PART 01

售后评价

售后评价

概念

催促评价

评价是买家对卖家态度的最终反馈，是电商的基础。评价分为好评中评和差

评，无论哪种评价，都要用积极的态度去对待。

店铺要想留住顾客，就要从售后开始！

一个简单的回复顾客评价行为，往往能影响顾客的复购率以及新顾客的购买率。

1.买家收到货之后没有留下评价

有些买家甚至不知道怎么给评价，卖家可以及时和买家进行沟通，告诉他评价

的步骤也无妨。

有些买家收到货物后不管产品质量好不好一律不给评价，那么卖家可以去委婉

地催下买家给予评价。

买家在收货后，卖家可以主动发询盘和邮件咨询货物是否符合自己的需要和期

待。有时主动催一下客户反而使得客户对卖家更有信任感，回头率也能提高不

少。

售后评价

催促评价

Dear buyer,

Thanks for your continuous support to our store, and we are striving to improve

ourselves in terms of service, quality, sourcing, etc. It would be highly

appreciated if you could leave us a positive feedback, which will be a great

encouragement for us. If there's anything I can help with, don't hesitate to tell

me.

Best Regards

(Your name)

售后评价

催促评价

1.买家收到货之后没有留下评价

在卖家发邮件提醒买家评价后

10~15天，买家对评价一事置之

不理，卖家也可以再发邮件进行

催促，特别是可以将店铺的链接

或者是产品名称列出来明确提醒

买家。

2.买家收到上述邮件10~15天后没有回复评价

售后评价

催促评价

Dear buyer,

Thank you for buying shoes from us on April 23rd. We hope that you are satisfied with

your purchase. The details for your purchase are as below:

Item Name:

Item Number:

Total Deal Price:

If you are satisfied with your purchase and the services provided, please do spare some

time to leave positive feedback for us.

Your positive feedback is essential to the development of our business. If you have any

problems or concerns about your purchase,please get in touch with our customer service

as soon as possible and we will do everything we can to help.

Thank you again and we look forward to seeing you again soon.

Yours Sincerely

(Your name)

售后评价

催促评价

售后评价

修改评价

1.给中评，买家对产品表示怀疑

如果因为产品质量原因而引起客户不满，应及时和客户进行沟通，让客户知道

中评对于一个新手卖家的致命打击，让买家心存怜悯。

卖家小A昨天收到了客户的中评，

原因很简单，因为买家觉得她买到

的裙子穿起来效果没有图片模特穿

起来的效果好。

碰到这样的客户小A当务之急就是

及时和买家取得联系，希望其能修

改评价。

Dear buyer,

I am very glad to receive your message. Although I haven't got a high

score on amazon, I've been doing business on amazon for many years

and I am quite confident about my products. Besides, since amazon

offers Buyer Protection Service which means the payment won’t be

released to us until you are satisfied with the products and agree to

release the money. We sincerely look forward to establishing long

business relationship with you.

Best Regards

(Your name)

售后评价

修改评价

1.给中评，买家对产品表示怀疑

2.请求修改差评

质量问题，如果是产品的缺陷就想办法弥补或者客户下次

来时在不亏本的情况下给他点优惠，让他改一下评价。

客户给差

评的原因

物流慢的问题，更改物流公司。

不了解平台规则，卖家将平台的评价修改规则告诉他们，

买家愿意修改最好，不愿意则可以忽略，有时候收到几个

差评也是正常的。

售后评价

修改评价

差评产生

的缘由

物流速度慢是造成客户满意度下降的元凶。

客人期望值过高，产品没有达到他们的期望值是纠纷

和获得差评的根源

沟通不够让客户的不满演变成纠纷或差评。

产品质量不过关，包装破损等。

售后评价

修改评价

2.请求修改差评

如果产品有瑕疵和不足，则要在照片中体现，产品描述应清晰简洁详尽。

如果是客户对产品的尺寸预估不准确导致的差评，客服可以先利用站内

信和邮件与其进行沟通，请求修改评价，如遇到不愿意修改的客户，可

以给一定的优惠，如该评价返3美元或者下次给5%折扣。

售后评价

修改评价

2.请求修改差评

差评解决方法：

Dear buyer,

I noticed that you gave us a negative feedback.You know 5-star is really important for us.

I would be grateful if you can change your feedback to 5 stars.

The below procedure can help you change the feedback:

1.Sign into My Amazon;

2.Go to Transactions, click Manage Feedback(under Feedback); then click Active

Feedback;

3.Choose an order and click the Revise Feedback button;

4.On the request buyer Feedback Revision page, enter your reason and click Revise

Feedback.

Best Regards

(Your name)

售后评价

修改评价

2.请求修改差评

店铺好评的提升标志着一个店铺的信用度，好评率越高，顾客就会对店铺增加信

任感，购买的欲望也会加强。

一模一样的产品，价格相等，顾客一定会选择好评率高的店铺购买。

店铺交易量越多，好评率就会越高。如果收到好评，一定要对买家进行答谢，有

助于买家再次转化。

售后评价

收到好评

Dear buyer,

Thank you for your recent positive feedback!

Your satisfaction is hugely important to us, and keeps us motivated to try

harder for our customers!

You can check out more great products from our store http://www.amazon.

com/store/439824

We hope we'll see you again on our store soon.

Yours Sincerely

(Your name)

售后评价

收到好评

卖家收到好评的回复：

PART 02

客户投诉处理

买家投诉货物与描述不符

或者货物数量不对，这时

候卖家可以请求买家根据

问题类型提供相应的证据。

客户投诉处理

货不对版纠纷

Dear buyer,

I am so sorry for our carelessness. I need confirm the weight of parcel to check the less

quantity with our shipment staff who just start to work after some days. Could I offset the

piece's money when you order next time, and we can give you a good discount or send a

simple gift to you? Or if you ask for immediate refund now, could you give me your

PayPal account?

I am so sorry for all the inconvenience.

Best Regards

(Your name)

客户投诉处理

货不对版纠纷

示例如下：

客户投诉处理

货不对版纠纷

例如，客户来信：

Hello, seller, I've got the goods that is

inconsistent with the description, so

please sent again!

当收到客户反映的产品与

描述不符时，客服该怎么

进行回复呢？

Dear buyer,

We sincerely regret that you are not satisfied with your purchase. We accept returns or

exchanges as long as the item is unopened and/or unused. We strive to provide exceptional

products and service to our customers and your opinion is very important to us. Please

provide a detailed explanation, photos are also welcome. Please send your item back to: xx,

xxxx, 325000, Xiamen, China.

We will send you a replacement upon receipt of your parcel. Please be aware that the return

shipping and any new shipping charges for a replacement item will be charged to the buyer.

If you have any other concerns, please contact us through eBay message so that we can

respond you promptly, thanks!

Best Regards

(Your name)

客户投诉处理

货不对版纠纷

客服回复模板如下：

Dear buyer,

Yes, we accept return or exchange. Please send your item back to: xx, xxxx,

325000, Xiamen, China

We will refund (excluding the postage) you via Pay Pal once I receive your

parcel.

Best Regards

(Your name)

当买家收到货物不满意并提出退货时，我们该如何应对呢？

如果允许退货，可以这样回复:

Hello, seller, I don't like the goods you send to me, can I return?

客户投诉处理

货不对版纠纷

Dear buyer,

Sure, you can send it back for exchange. Please send your item back to: xx,

xxxx, 325000, Xiamen, China

We will send you a new one after receiving you parcel. Please be aware that

you must bear the cost of return shipping and re-send shipping.

Thanks for your understanding and any other questions feel free to let me know.

Best Regards

(Your name)

客户要求换货，如果能接受换货，但是要客户承担物流费用，以减轻成本，客

服可以这样回复：

客户投诉处理

货不对版纠纷

客户投诉处理

货物未在规定时间内到货

货物由于一些原因超过规定时

间未到货，或者货物丢失，这

些都会引起买家开启纠纷。开

启纠纷后，卖家要及时和买家

沟通，可通过退款或重新发货

来处理纠纷问题。

示例如下：

客户投诉处理

货物未在规定时间内到货

Dear Customer,

We sincerely regret that you haven’t received your parcel yet. We can confirm

that we sent your order on January 10, 2019; however, we were informed by

the shipping company that the package has been delayed due to problems on

their end. We can arrange reshipment or a full refund to you. Please let us

know what is your preferred option and we'll resolve this matter as quickly as

possible. We apologize for the inconvenience. Your understanding is greatly

appreciated.

Best Regards

(Your name)

客户投诉处理

货物未在规定时间内到货

买家的留言：

Hello, seller, I haven't received the product that you sent to me.

将物流信息和物流单号告诉客户，或者对节假日等可预测的邮递延误进行

解释，也或者对天气等不可抗力因素造成的延误进行解释。

这时卖家该怎么进

行回复呢？

Dear customer,

Thank you for purchasing (item ID or item title). We have sent the package out on Dec16. The

postal tracking number is below for your reference:No. ***********

Status: departure from outward office of exchange

Ship-out Date: 2020-1-10

Standard ship times are approximately 7-15 business days. However, there may be delay in

international parcel delivery times due to increased holiday demand. We promise a full refund

including original shipping charge if the item is not delivered within 30 days upon receipt of

payment. Your satisfaction is our utmost priority, please contact us if you have any concerns.

We apologize for any inconvenience. Your understanding is greatly appreciated.

Best Regards

(Your name)

客户投诉处理

货物未在规定时间内到货

1.物品未收到的问题

Dear customer,

Thank you for your purchase and prompt payment. China will celebrate

National Holiday from October 1st through October 7th. During that time, all

the shipping services will be unavailable and may cause the shipping delay for

several days.

We will promptly ship your item when the post office re-opens on October 8th.

If you have any concerns, please contact us through eBay message.

Thank you for your understanding and your patience is much appreciated.

Best Regards

(Your name)

客户投诉处理

货物未在规定时间内到货

2.对节假日等可预测的邮递延误进行解释

Dear customer,

Thank you for purchasing an item from our store. We are sorry to inform of you

that the delivery of your item may be delayed due to Hurricane Sandy.

We shipped your item(white cotton T-shirt) on Dec. 3rd but unfortunately, we

were notified by the post off ice that all parcels will be delayed due to this

natural disaster.

Your patience is much appreciated If you have any concerns, please contact

us through eBay message so that we can respond promptly. Our thoughts are

with you.

Best Regards

(Your name)

客户投诉处理

货物未在规定时间内到货

3.对天气等不可抗力因素造成的延误进行解释

客户投诉处理

产品质量问题启纠纷

买家因为产品质量问

题开启纠纷，此时卖

家要积极与买家协商

解决问题，使双方意

见达成一致，并让买

家关闭纠纷。

Dear friend,

We are sorry for the quality problems and would pay more attention to the product

quality check in the future.

We will accept your requirement and please kindly return the goods to the following

address: xxxxxxxx.

However, some friends will accept the second plan that we send you a new one

with 90% discount and you cancel the dispute without paying for the highly

returning shipping fee. Hope you consider it.

Thank you!

Best Regards

(Your name)

客户投诉处理

产品质量问题启纠纷

示例如下：

当买家收到货，发觉质量有问题。客服可以按照如下模板回复：

客户投诉处理

产品质量问题启纠纷

Dear friend ,

I am very sorry to hear about that. Since I did carefully check the order and the

package to make sure everything was in good condition before shipping it out, I

suppose that the damage might have happened during the transportation. But I'm still

very sorry for the inconvenience this has brought you. I guarantee that I will give you

more discounts to make this up next time you buy from us. Thanks for your

understanding.

Best Regards

(Your name)

邮件中表明质量不是由卖家造成的，而是由于物流不当造成质量问题，以便能得到

客户的原谅，但是最好能够允诺下次的购物优惠，让客户能更好地接受。

PART 03

客户维护

客户维护

概述

客户的维护主要包括客户的日常维护及产品推广宣传。

卖方可以主动联系买家，以扩大交易地区及对象、

建立长期业务关系、拓宽产品销路为目的发送建

交函，选取某类特定商品，进行具体的推荐性介

绍。

除了拓宽新客户，每逢节假日卖家可以向老客户

发送节假日的祝贺信或平时的问候信，以给客户

留下深刻的印象。

在维护客户中，试图和新客户建立业务往来关系也是极其重要的环节。

在这环节中，新客户的建立需要向客户介绍公司及产品优势，希望客

户能对公司的资质和产品特色所吸引。

客户维护

客户日常维护

1.建交函（新客户建立业务关系）

Dear customer,

We'd like to introduce our company and products to you, and hope that we may build business

cooperation in the future.

We are specializing in manufacturing and exporting ball pens for more than 6 years. We have

profuse designs with series quality grade and our price is competitive because we are the

manufacturer.

You are welcome to visit our store http://......, which includes our company profiles and some

hot selling products. Should any of these items be of interest to you, please let us know. As a

very active manufacturer, we develop new designs every month. If you have interest in it, it's

my pleasure to offer news to you regularly.

Best Regards

(Your name)

客户维护

客户日常维护

1.建交函（新客户建立业务关系）

祝贺信是为了祝贺生意上的朋友

高升或得奖而发出的信。虽然祝

贺信是写给个人的，却和一般朋

友间的通信大不一样。它会影响

你今后业务的开展，使彼此间可

能形成一种微妙的亲密关系。

客户维护

客户日常维护

2.祝贺信

Dear Mr. Smith,

Congratulations on your recent promotion to Deputy Managing Director of ABC

Trading Company. Because of our close association with you over the past ten

years, we know how well you are qualified for this important office. You earned

the promotion through years of hard work and we are delighted to see your

true ability win recognition.

Congratulations and best wishes for continued success.

Sincerely

Blank Lee

Import manager

客户维护

客户日常维护

2.祝贺信

给已经联系的客户或者新开发的客

户，发节日祝福邮件，一是维护好

客户关系，二是和客户沟通确认细

节，推荐产品，让客户记住你，对

你有印象。

客户维护

客户日常维护

3.节日问候

Dear xx，

As Easter Day is approaching, I do like to cherish this opportunity to wish you Happy Easter

Day and brilliant life.

Regarding the xxx product we talked before, the unit price is xx and packed in polybags. 10

pieces is put in one carton 20×25×30cm And the carton weight is 5 KG. The delivery time is

10-15 days. Is this information correct and enough?

Happy Easter and enjoy your life. We are always ready to offer you best service if you kindly let

me know.

Sincerely

(Your name)

客户维护

客户日常维护

3.节日问候

非节假日问候老客户的主要

目的是向客户介绍店铺的最

新优惠活动，或者向客户介

绍公司的最新产品。

除了这两个目的，单纯性的

问候也必不可少，以免客户

遗忘店铺。

问候可以加深客户对之前有过购物经历的店铺的印象。

客户维护

客户日常维护

4.问候老客户

Dear xxx,

It has been a long time we did not make contact. How are you doing?

Would you please kindly let us know what kind of the product you are looking

for recently? If you have any new inquiry, please let us know and we would

quote you our best price.

Attached is the updated price lists for your reference. Thanks for your attention.

Sincerely

(Your name)

客户维护

客户日常维护

4.问候老客户

客户维护

推广宣传

产品邮件推送功能是速卖通平台为买家和

卖家双方搭建起来的一个沟通渠道。

买家一经订阅，每周都可以收到平台最新

的优质产品和优质店铺信息，以及买家通

过关键词或行业订阅的相关信息。

卖家可以利用这个功能，推荐买家订阅卖

家的店铺，即可让买家在第一时间了解卖

家的最新产品。

1.推荐订阅店铺

Dear buyer,

Welcome to subscribe to my store. By a few clicks you

can enjoy our VIP service such as the latest updates from

new arrivals to best-selling products on a weekly basis

etc. Any problem of subscribing, please refer to help

aliexpress.

Sincerely

(Your name)

1.推荐订阅店铺

客户维护

推广宣传

营销推广的方式有以下几种：优惠券、限时秒杀、打折促销、会员优惠、抽奖活

动等。

这些活动都可以在一定程度上

促进网站订单量的提升，那么，

这些推广活动的开展除了吸引

新客户以外，还有就是为了让

店铺的老客户能再次进行购买，

增加老客户的回头购买率。

客户维护

推广宣传

2.营销活动推荐

售后评价

修改评价

Dear buyer,

Thank you for shopping in my shop.

To express our gratefulness to all our customers, a series of promotional

activities will be held from June 1st to 7th by your company, such as $15

off orders of $99 or more, 22% off for all the products and different

coupons for your choice. There are only 7 days left for the activities.

Don't hesitate to visit us.

Best Regards

(Your name)

2.营销活动推荐

谢谢观看！