任务二 掌握跨境电子商务客户售前、售中、售后服务

任务清单

工作任务

掌握跨境电子商务客户售前、售中、售后服务

建议学时

4课时

任务描述

• 深入探究跨境电子商务客户售前、售中、售后服务的定义

• 熟练掌握跨境电子商务客户售前、售中、售后服务常用话术

任务目标

本学习任务旨在全面、深入地了解跨境电子商务客户售前、售中、售后服务的定义、工作内容以及常用话术体系。

任务要求

查阅相关资料，结合课堂学习，分析和解释跨境电子商务客户售前、售中、售后服务实际案例，加深对相关概念的理解和应用。

知识储备

跨境电子商务客户售前服务

• 客户售前服务的含义

  售前服务是指在产品销售前，企业对潜在客户在产品相关信息的获取、产品选择和产品试用等过程中所提供的服务，其中既有企业主动提供的服务，也有在潜在客户要求下提供的服务。跨境电商售前客户服务人员的工作内容主要是提供引导性的服务，售前服务的内容多种多样，售前服务人员主要是提供信息、市场调查预测、产品定制、加工整理、提供咨询、接受电话订货和邮购、提供多种方便和财务服务等。跨境电商的售前服务具体表现在促成交易、提供信息等方面。

  售前客户服务人员需要做好充分的售前准备工作，掌握灵活的沟通技巧，充分了解跨境电商平台的规则与注意事项，对于产品信息也要做到十分熟悉，熟悉相关的产品推广活动，更要掌握沟通工具的使用方法。

• 跨境电商售前客户服务的准备工作

  把握公司及产品情况

  售前客户服务人员在向客户推荐产品时，无论是关于产品涉及的专业术语、行业专用的概念，还是购买流程中涉及的税费及物流问题，客户服务人员都需要介绍得简明扼要，并对相关内容进行适当的简化，用通俗易懂的方式向客户解释和说明。售前客户服务人员应当把每一次客户咨询和反映的问题都当作是展示自己专业能力的机会，用专业的方法与态度来解决问题，尽量将初次询盘和偶然询盘的客户转化为自己的长期客户。

  掌握客户心理

  很多时候，跨境电商的客户在下单购买之前不大会与卖家进行联系。这就是我们所谓的“静默式下单”。这就意味着，在跨境电商中，客户在售前联系客户服务人员时往往是带着问题来的。售前客户服务人员一定要关照外国客户的心理需求，清楚、明确地进行产品介绍，提供专业化的咨询服务，这样才能有效地引导客户购买产品，提高咨询转化率。

  针对售前客户服务工作中可能出现的各类问题，卖家首先需要做到的就是在沟通的每一个环节，特别是在与客户第一次的接触中，设法淡化与客户在时间、空间上的疏离感，在第一时间向客户保证能够在客户的购物过程中为客户答疑解惑，帮助客户顺利地购买到心仪的产品，这种做法也就是所谓的先给客户吃“定心丸”。

  许多跨境电商平台都会在后台系统监控所有站内信或订单留言的平均回复时间。卖家平均回复时间越短，时效性越强，就越能从侧面反映出卖家的服务水平较高。售前客户服务人员要做到无论在何种情况下，在与客户进行的互动时，要对客户所有的消息或者邮件进行回复。这既是出于礼貌，也是出于技术角度的考虑。

• 跨境电商售前客户服务常用话术体系

  询价与商品相关问题的咨询

  当有客户询价时，售前客户服务人员在回复内容中要感谢对方的询问，表达出想与对方建立业务往来的希望，并告知对方订单的达成条件并报价。下面以客户的大量订单询价为例。

  关于询价

  当有客户询价时，售前客户服务人员在回复内容中要感谢对方的询问，表达出想与对方建立业务往来的希望，并告知对方订单的达成条件并报价。下面以客户的大量订单询价为例。

  Q：Hello, I want to order ××× pieces for this item, how about the price?

  A：Dear buyer,

  Thanks for your inquiry. We cherish this chance very much to do business with you. The order of a single sample product costs ××× USD with shipping fees included. If you order ××× pieces in one order, we can offer you the bulk price of ××× USD/piece with free shipping. I look forward to your reply. Regards!

  关于商品的细节

  售前客户服务人员与客户的对话内容大部分是围绕商品本身进行的，所以在沟通交流的过程中，客户很可能会问及关于商品的专业问题。清晰明了的产品描述能够让客户快速获取所需要的信息，并且没有多余的疑问。售前客户服务人员熟悉产品知识是与客户交流谈判的基础，售前客户服务人员对问题有关的商品的细节越熟悉，客户对售前客户服务人员的信赖度就越高。

  例如，服装的尺寸没有统一标准的尺码，目前最常用的有4种型号，分别是国际码、中国码、欧洲码和美国码，这4种尺码是可以互相换算的。售前客户服务人员不仅要清楚地知道尺码的大小差异，还要知道它们之间的换算方法，以便给客户提供明确的尺码推荐，必要时可以向客户提供尺寸图。

  Q：Hello, seller, I wear US size 8. Could you give me some advice on which size I should buy from you?

  A：Hello, dear customer, size M of this dress will fit you pretty well. Please feel free to contact us if you have any other questions. Thanks!

  支付方式、运费与关税

  关于支付方式

  一般来说，针对没有PayPal账号的客户关于支付方式的咨询，客户服务人员可以参考下面的例子回复问题，并推荐客户使用PayPal账号进行付款。

  Q：Do you accept check or bank transfer? I do not have a Pay Pal account.

  A：Thank you for your inquiry.For the sake of simplifying the process, I suggest that you pay through PayPal. As you know, it always takes at least 2~3 months to clear an international check so that the dealing and shipping time will cost too much time. PayPal is a faster, easier and safer payment method. It is widely used in international online business. Even if you do not want to register a PayPal account, you can still use your credit card to go through checkout process without any extra steps.

  Hope my answer is helpful to you.

  Yours sincerely,

  (Your name)

  关于运费

  当客户一次性购买多件商品时，可能会提出合并运费的要求。这个时候，客户服务人员可以通过修改并发送电子发票（invoice）的形式，对客户购买的多件商品只收取一次运费。在电子发票发送成功后，可及时告知客户运费已合并，让客户直接通过电子发票进行支付。

  Q：Hello, seller, can the shipping fee be paid together as I've bought several items from you? Please send me just in one package, thanks!

  A：Hello, dear customer, thanks for your business!

  We have combined the shipping already and only charge you the shipping fee once. You can check the invoice I've just sent to you and please make the payment through the invoice directly. Please feel free to contact us if you have any other questions. Thanks!

  关于关税

  关税问题也是客户在购物时必然会关注的。在下面例子里，客户服务人员就客户所担心的税费问题给予了耐心、细致的解答，明确告知了客户一般情况下购买小额的货物不会产生额外费用，如遇特殊情况，则客户需要向当地海关部门咨询。

  Q：Are there any import taxes or customs charges that I need to be aware of if I purchase this and have it shipped to Louisiana in the United States?

  A：Dear buyer, thank you for your inquiry. I am hAppy to contact you.I understand that you are worried about any possible extra cost for this item. Based on past experience, import taxes falls into two situations.Firstly, in most regions, it did not involve any extra expense on the buyer side for similar small or low-cost items.Secondly, in some individual cases, buyers might pay some import taxes or customs charges even when their purchase is small. As to specific rates, please consult your local customs office.

  I'll Appreciate for your understanding!

  Sincerely,

  (Your name)

跨境电子商务客户售中服务

• 客户售中服务的含义

  售中服务是指卖家在销售过程中向客户提供的服务，是卖家在产品销售过程中，与客户进行充分沟通并深入了解客户需求后，协助客户选购最合适的产品的活动。

• 客户售中服务常用话术

  收到订单催促客户付款

  客户在下单之后，不一定会及时付款。对于客户已经拍下但还未付款的订单，卖家不可以直接关闭订单。针对客户下单之后半天内或2天内未付款的情况，卖家可以通过订单留言、站内信或者相关聊天工具进行催付款，提高产品付款率。如果客户下单超过2天仍未付款，卖家则可以放弃该客户。若客户下单后已及时付款，卖家则需根据客户留言及时告知其发货信息。若客户付款后，其未通过平台资金风控审核，或者由于卖家库存无货不能及时发货的，卖家需及时与客户沟通并引导客户及时解决问题。收到订单后，客户服务人员的主要工作具体如下。

  有些客户下了订单以后，却迟迟不付款

  如果客户服务人员不及时跟进，将导致订单过期或取消。因此，在客户下了单但未付款时，卖家应及时通过站内信或邮件跟客户联系，以保证订单不会流失。

  一般情况下，客户下单后没有及时付款，客户服务人员可以提醒客户若有产品的价格、尺寸等相关问题，可以及时告知，客户服务人员还可以提醒客户付款后，卖家会尽快发货。

  Dear customer,

  We have got your order of ***. But it seems that the order is still unpaid. If there's anything I can help with the price, size, and so on, please feel free to contact me.Once the payment is confirmed, I will process the order and ship it out as soon as possible.

  Thanks!

  Best regard,

  (Your name)

  针对客户下单后半天内未付款的情况

  客户如果在拍下产品半天内还没有付款，有可能还处于对产品的犹豫期。此时客户服务人员应该主动联系客户，用1～2句话概括产品的特点，以强化客户对产品的信心，如客户服务人员可以说明产品high quality with competitive price，也可以说产品受欢迎（popular），同时还可以提示客户立即付款（instant payment）。但注意不要过分强调，以免客户反感。

  Dear Customer,

  Thanks for your order.

  The item you selected is a one with high quality /a most fashion /most popular one with competitive price. You would like it.

  Since they are very popular, the product may sell out soon. Instant payment can ensure earlier arrangement to avoid short of stock.

  Thank you and awaiting your payment.

  Best regards,

  (Your name)

  针对客户下单后2天内未付款的情况

  若客户下单后2天内还未付款，也没有回复客户服务人员之前发送的邮件，则有可能是客户觉得产品的价格高了或者找到了更便宜的卖家。此时，客户服务人员可以告知客户产品的利润很少，但是愿意给予其一定的折扣以促成交易。

  Dear friend,

  We found you haven't paid for the order you placed several days ago. The payment process has already been sent to you and I think you have already known how to pay.

  Our profit margin for this product is very limited. But if you think the price is too high, we can give you a discount of 3%. Hope you are hAppy with it and you are welcome to contact me if there's anything else I can help with.

  Best regards,

  (Your name)

  提醒客户库存不多，请其尽快付款

  如果在活动期间订单量较大，为避免断货而导致客户不能购买到其想要的产品，客户服务人员可以提醒客户产品库存不多，请其尽快付款，否则有可能会断货。 Dear friend,

  Thank you for your inquiry.

  You have chosen one of the best-selling products in our store. It is very popular for its good quality and competitive price. We have only 10 pieces of blue T-shirt left now. We would like to inform you that this product may be sold out soon.

  We noticed that you hadn’t finished the payment process for the order. To ensure that the product won't be sold out, we will ship your order within 24 hours once your payment is confirmed. If you need any help or have any questions， please let us know.

  Best regards，

  (Your name)

  由于回复不及时而错过客户的咨询

  周末或者节假日有可能导致回复不够及时，客户服务人员可以先表示歉意，因为错过了最佳的24小时回复时间，所以卖家也可以通过主动打折的方式来赢取客户。 Dear friend,

  I am sorry for the delayed response due to the weekend (or holiday ). We do have this item in stock, and to show our apology for the delayed response, we will offer you 10% off. Please make the payment before Friday to enjoy this discount. Thank you.

  Please let me know if you have any further questions.

  Best regards,

  (Your name)

  若客户下单后2天还没有付款，且客户服务人员之前发送的2封邮件也没有得到回复，卖家则可以放弃该客户。

  客户付款后的处理

  客户下单后完成支付后，我们需通知客户已发货，并清晰交代物流状况。

  通知发货

  客户下单付款后都希望能尽快收到货物，但由于卖家发货后填写的发货信息要1～3个工作日才能更新。因此，当客户付款后，卖家最好能在最短的时间内发货。卖家在发货后应及时填写物流单号，并第一时间联系客户，告知其物流运送情况。

  Dear customer,

  Thank you for shopping with us.

  We have shipped out your order (order ID: ××× ×××× ××××××) on June 2Ith by China Post Air Mail. The tracking number is ×××× ××××× × ×××××.

  It will take 20～30 workdays to reach your destination. But please check the tracking information for updated information. Thank you for your patience!

  If you have any further questions, please feel free to contact me.

  Best regards,

  (Your name)

  物流情况跟踪

  货物发出后，有时候物流并不能一帆风顺，而会遇到各种各样的问题。这时卖家应主动与客户沟通，避免客户提起纠纷或者客户对卖家产生不好的印象。若货物能够在预计时间内顺利到达，卖家也需要及时告知客户相关货运的进展情况。

  物流信息未及时更新

  客户普遍希望尽快收到购买的物品，在得知快递单号后往往会主动查询物流信息。但如果物流信息几天内都未能及时更新，客户会比较着急。此时，客户服务人员可以主动与客户联系，请客户耐心等待。

  Dear customer,

  As we all know, it's the busiest part of the shopping season and the logistics companies are running at maximum capacity.

  Your delivery information has not been updated yet, but please don’t worry. We will let you know as soon as the update is available.

  Thank you for your patience!

  Best regards,

  (Your name)

  货物长时间在途

  货物长时间在途，且在预期时间内未到达客户所在国家/地区，这也容易引起客户的不满。此时，客户服务人员也需要主动跟客户联系，希望客户耐心等待，并告知客户若他未能收到货物，卖家会重新补发或者全款退回，增加客户对卖家的信心以继续耐心等待。

  Dear customer,

  If you haven't received your order yet, please don't worry. We just checked the tracking information and it's on its way!

  Please don’t worry about your money or your purchase either. If you do not receive your package, we will resend your order, or you can Apply for a full refund.

  If you have any questions or problems, contact us directly for help.

  Thank you for your patience and cooperation.

  Best regards,

  (Your name)

  确认收货超时，依然未妥投

  若发生这种情况，客户会严重不满，卖家需要告知客户物流的大致情况，并且告知客户会给他延长收货时间，请客户不要提交纠纷。

  Dear customer,

  We have checked the tracking information and found your package is still in transit. This is due to the overwhelming demand for logistics this shopping season.

  We have also extended the time period for you to confirm delivery.

  If you have any questions or problems, please contact us directly for assistance, rather than submitting a refund request.

  We aim to solve all problems as quickly as possible!

  Thanks!

  Best Regard,

  (Your name)

  货物丢失

  在有些情况下，包裹长时间未妥投，并且卖家也无法查询到物流信息，此时卖家应该主动与客户沟通，告知包裹可能丢失，请客户申请退款或重新下单；并且告知若他愿意重新下单，卖家将给予特别折扣。

  Dear customer,

  I am sorry to tell you that we still cannot get the tracking information and I'm afraid the package might be lost by China Post.

  I suggest that you Apply for refund. If you still want to buy these products, you can place the order again and I will offer you special 10% discount.

  Thank you for your patience and I'm looking forward to doing business with you again.

  Best regards,

  (Your name)

  更改快递方式

  客户下订单后最希望得到的服务就是能够尽快顺利地收到包裹。因此，卖家首先要按客户的要求来选择快递公司。如果由于特殊原因需要更换快递公司，卖家须及时与客户沟通，并要把更换后的包裹运单号及时告诉客户。更换快递公司后，卖家还要延迟客户的收货时间，以免后期影响客户顺利收到货物。

  若是在货运高峰期，货物未能及时发出，卖家可以这样说。

  Dear customer,

  There is a backlog of orders for China Post Air Mail to ship. I don't know when your packet can be shipped. How about changing a logistics company?

  If you agree, I will send your package by e-Packet. And I will let you know the tracking No. as soon as I send your package out.

  Best regards,

  (Your name)

  货物抵达海关

  货物抵达海关后，卖家要通知客户关注动态，确保其能及时收到货。

  Dear customer,

  his is ×××. I am sending this message to update the status of your order. The information shows it was handed to customs on Jan. 19. Tracking number is ×××××××. You can check it from web: ×××××××.

  You may get it in the near future. I apologize that the shipping is a little slower than usual. Hope it is not a big trouble for you.

  Best regards,

  (Your name)

  货物妥投

  货物妥投后，物流服务就基本结束了。客户服务人员可以询问客户收到的货品是否完好无损：如果客户满意此次服务，请给予五星好评；如果有问题也请他及时联系，以便尽快帮他解决问题。

  Dear customer,

  The tracking information shows that you have received your order.

  Please make sure your items have arrived in good condition and then confirm satisfactory delivery.

  If you are satisfied with your purchase and our service, we will greatly Appreciate it if you give us a five-star feedback and leave positive comments on your experience with us!

  If you have any questions or problems, please contact us directly for assistance, rather than submitting a refund request.

  We aim to solve all problems as quickly as possible! Thanks!

  Best regards,

  (Your name)

  关联产品推介

  如果能做好关联营销，卖家就能有效利用来之不易的流量，提高转化率，从而降低推广成本。关联营销不仅是把关联产品在关联位置上摆放好，而且要抓住一切机会向客户推荐关联产品。在向客户推介关联产品时，如果客户对选择的产品不满意，或者客户已经下单，客户服务人员则可以向其推荐关联产品，引导其再次下单；对于新老客户，客户服务人员都可以向其推荐订阅店铺，以便及时向潜在客户推送消息。推介的产品和消息包括折扣产品、新产品以及节日热销产品。客户服务人员提供的关联产品推荐服务如下。

  客户不满意选择的产品，可以推荐关联产品

  如果客户在询问之后发现其感兴趣的产品有某些地方不如意，此时，客户服务人员就可以把关联产品推荐给他，告诉他这些是相关的热销商品，希望他能够喜欢。

  Dear customer,

  I am sorry that your are not satisfied with the product you inquired. According to your information, I would like to recommend some other items of similar styles and hope you will like them too. These are our popular items right now. Please click the link: ××××× ××××××× and ××× ×××× to get more specific information about the items.

  If you have any question about the items, please feel free to contact us.

  Best regards,

  (Your name)

  客户下单后，推荐产品的关联产品

  客户下单后，客户服务人员还可以抓住机会，继续推荐与其订单相关联的产品，刺激其继续下单。

  Dear customer,

  Thank you for ordering our dress. The packet has been shipped today and you will get it in about 15 days.

  We are selling a popular and nice belt which coordinates your dress order. For the specific information, you can click: × ××××× ×××××××.

  If you have any question about the item, please feel free to contact us.

  Best regards,

  (Your name)

  向新客户推荐

  向新客户推荐店铺时，客户服务人员应主要强调的是店铺可以向客户推送最新的产品及促销信息。

  Dear customer,

  Thank you for showing interest in my products. In order to offer a better service and keep you updated with the latest promotions and products, please subscribe to my store. Any problem of subscribing please refer to http://help. ××××××× .

  Best regards,

  (Your name)

  向老客户推荐

  向老客户推荐店铺时，客户服务人员应主要强调的是订阅后可以享受VIP服务以及积分折扣。

  Dear customer,

  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 bestselling products on a weekly basis etc. As you are our old friend, you can enjoy our discount and marks accumulation after you subscribe to our store.

  Any problem of subscribing please refer http://help. ××××××× .

  Best regards,

  (Your name)

  新产品推荐

  新产品上线时往往关注度不高，因为客户都不知道新产品的存在，此时，客户服务人员需要主动向客户推荐新产品的信息，以增加新产品的客流量并提高其转化率。

  Dear customer,

  As Christmas and the New Year is coming, we found ×××× has a large potential market. Many customers are buying them for resale one on eBay or in their retail stores because of its high profit margin. We have a large stock of ××××. Please click the following link to check them out ×××××××, Thanks!

  Best regards,

  (Your name)

跨境电子商务客户售后服务

客户售后服务的含义

售后服务（after-sales service）是企业对客户在购买产品后提供多种形式的服务的总称，其目的在于提高客户满意度的客户忠诚度。西方管理学者认为在电商环境下的售后服务质量是指在虚拟网络市场上，客户对提供的服务的优越性和质量的总体评价和判断。

客户售后服务话术体系

客户在收到产品之后没有留下评价

有些客户在收到产品后不管产品质量好不好一律不给评价，那么客户服务人员可以去委婉地催下客户给予评价。有些客户甚至不知道怎么给评价，客户服务人员可以及时和客户进行沟通，告诉他评价的步骤。在客户收货后，客户服务人员可以主动发送邮件咨询客户收到的货物是否符合自己的需要和期待，有时候主动催一下客户反而使得客户对卖家更有信任感，说不定卖家不仅能获得好评还能提高其复购率。

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)

客户收到上述邮件10～15天后没有回复评价

在卖家发邮件提醒客户评价后10～15天，客户对评价一事置之不理，卖家也可以再发邮件进行催促，特别是将店铺的链接或者是产品名称列出来，以明确提醒客户。

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)

请求修改差评

客户给了差评，客服服务人员一定要及时跟客户交流，问清楚到底是质量问题，还是物流慢的问题等，如果是产品的缺陷，客服服务人员就要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，这样卖家既不会亏损，又维持了一个客户。当然有些客户也不是故意给差评的，他们只是不大了解平台规则，这时卖家不妨将平台的修改规则告诉他们，客户愿意修改是最好的，不愿意则卖家可以忽略，毕竟有时候收到几个差评也是正常的。

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-star.

The below procedure can help you change the feedback.

1.Sign into My Aliexpress.

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.

Regards,

(Your name)

收到好评

店铺好评率的提高标志着一个店铺的信用度的提高，好评率越高，客户就会增强对店铺的信任感，其购买产品的欲望也会加强。如果店铺获得的好评很少，即使客户想购买也不会放心。对一模一样的且价格相等的产品，客户一定会选择好评率高的店铺购买。店铺每卖出一件产品，双方交易成功后，店铺就会增加一个好评（即增加一个红心）。店铺交易量越大，其好评率就会越高。如果收到好评，客户服务人员一定要对客户进行答谢，这有助于客户再次购买该店铺的产品。

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:// ×××××××

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

Yours sincerely,

(Your name)

任务实操

1.在线测试：跨境电子商务客户售前、售中、售后服务话术体系运用。

任务评价