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《跨境电商理论与实务》
项目9 跨境电商客户管理
项目9 跨境电商客户管理
任务一 跨境电商客户管理
01
任务二 跨境电商客户关系管理基础
02
主要内容
任务三 跨境电商客服工作内容
03
任务引入
客户在境外店铺购买商品，会遇到各种问题，如购前对商品的疑惑、对店铺相关活动的疑问；付款后对物流状态的追踪；收货后对商品质量及使用的相关问题等。这一系列问题都需要客户与店铺沟通后进行解决。
就店铺而言，其需要专门的人员替店铺做推广与答疑，并且在销售一线汇总客户的问题与反应，同时监控商品物流信息等；需要专门的客服人员作为“中介”，整合店铺对内与对外的业务需要，联通客户与店铺的沟通与处理双方的诉求。
任务三
跨境电商客服工作内容
解决售后问题
02
解答售前咨询
01
9.3 跨境电商客服工作内容
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SALE
常见问题与邮件回复模板
03
一、解答售前咨询
一、解答售前咨询
1. 解答售前咨询
9.3 跨境电商客服工作内容
客服人员的任务是帮助与服务买家完成整个购买流程，并在此过程中提供周到的服务，以及辅助店铺完成购买追踪与汇总客户信息。因此客服的工作范畴包括“解答客户咨询”、“解决售后问题”、“促进销售完成”以及“管理监控职能”四个方面。
1. 解答售前咨询
9.3 跨境电商客服工作内容
纵观目前中国跨境电商行业，商品具有如下特点：
（1）解答关于商品的咨询
跨境电商商品的特点增加了客服人员在解答客户商品咨询时的难度，而客服人员第一重要的工作任务就是，当客户提出任何关于商品的问题时，无论多么复杂，都要为客户做出专业的解答，提出可行的解决方案。
①商品种类庞杂； ②单个店铺经营的专业品类多；
③商品规格上国内外存在巨大的差异。
1. 解答售前咨询
9.3 跨境电商客服工作内容
跨境电商的另一个特点在于服务实现的复杂性而当商品到达国外客户手中后，解答商品在使用中遇到的问题也需要我们的客服人员具备更高的售后服务技巧，这样客服人员才有可能用较低的售后成本为国外客户妥善地解决问题。
（2）解答关于服务的咨询
1. 解答售前咨询
9.3 跨境电商客服工作内容
很多商品信息在购买页面都可以被读取，但售后牵涉更多的是服务问题。一旦商品售出，客服人员所面临的都是相关商品的一系列服务问题，而且相对于商品咨询，服务问题更是千差万别。商品是稳定、不变的，而服务的标准与内容，差别很大，客服人员在把握时难度更高。
（2）解答关于服务的咨询
二、解决售后问题
二、解决售后问题
1. 跨境电商售后问题产生的原因
9.3 跨境电商客服工作内容
跨境电商售后问题产生的原因在跨境电商行业中，客户往往在下单前不与店铺的客服人员进行任何形式的联系。客户静默下单，即时付款，对卖家来讲，这不得不说是减少了工作量。另一方面，在跨境电商行业中，当客户联系店铺卖家时，往往是客户在商品、物流运输或者其他服务方面遇到了问题，而这些问题是客户依靠自己的力量无法解决的。绝大部分情况下，一旦客户联系店铺客服人员，就会对售后环节提出疑问与不满。
2. 客服人员解决售后问题应具备的能力
9.3 跨境电商客服工作内容
①客户关系管理的能力
②成本核算与规避损失的能力
③全面了解店铺商品与各岗位工作流程
④良好的沟通能力
2. 客服人员解决售后问题应具备的能力
9.3 跨境电商客服工作内容
（1）客户关系管理的能力
帮助客户客观地认识问题，稳定他们的情绪，进而控制整个业务谈判的方向，是客服人员必须具备的一项素质。
2. 客服人员解决售后问题应具备的能力
9.3 跨境电商客服工作内容
（2）成本核算与规避损失的能力
根据跨境电商的现实情况，售后的处理方法与国内电商是完全不同的，最常见的处理方式就是免费重发或者退款等。而这些处理方法需要卖家支付的成本也是不同的。优秀的客服人员就需要在多种处理方法中引导客户选择对卖家而言成本最低的处理方案。
2. 客服人员解决售后问题应具备的能力
9.3 跨境电商客服工作内容
（3）全面了解店铺商品与各岗位工作流程
解决客户的问题时，客服人员首先必须是跨境电商的行业专家，必须对诸如商品、采购、物流、通关等各方面的工作流程都有一个全面而正确的认识。除此之外，客服人员还需要熟悉平台规则，了解店铺后台，把握店铺整体评论、评分以及商品星级评分和评论内容，熟悉公司商品，包括商品的功能、特色、成本、物流及供货周期等，了解公司文化和品牌理念以及掌握客服相关问题。
2. 客服人员解决售后问题应具备的能力
9.3 跨境电商客服工作内容
（4）良好的沟通能力
良好的沟通可以使交流双方的思想、观念、观点达成一致，让店铺赢得更多的订单和买家，也能避免不必要的中差评出现。
三、常见问题与邮件回复模板
三、常见问题与邮件回复模板
1. 售前适用模板
9.3 跨境电商客服工作内容
（1）当买家光顾店铺，并询问商品信息时；
（2）库存不多，催促下单时；
（3）回应买家砍价；
（4）断货时；
（5）推广新品时。
1. 售前适用模板
9.3 跨境电商客服工作内容
Hello, my dear friend. Thank you for your visiting to my store, you can find the products you need from my store. If there is not what you need, you can tell us, and we can help you to find the source, please feel free to buy anything! Thanks again.
（1）当买家光顾店铺，并询问商品信息时
1. 售前适用模板
9.3 跨境电商客服工作内容
Dear X,
Thank you for your inquiry.
Yes, we have this item in stock. How many do you want Right now, we only have lots of the X color left. Since they are very popular, the product has a high risk of selling out soon. Please place your order as soon as possible. Thank you!
Best regards,
(Your name)
（2）库存不多，催促下单时
1. 售前适用模板
9.3 跨境电商客服工作内容
Dear X,
Thank you for your interests in my item.I am sorry but we can't offer you that low price you asked for. We feel that the price listed is reasonable and has been carefully calculated and leaves me limited profit already.
However, we'd like to offer you some discounts on bulk purchases. If your order more than X pieces, we will give you a discount of xx% off.
Please let me know for any further questions. Thanks.
Sincerely
(Your name)
（3）回应买家砍价
1. 售前适用模板
9.3 跨境电商客服工作内容
Dear X,
We are sorry to inform you that this item is out of stock at the moment. We will contact the factory to see when they will be available again. Also, we would like to recommend to you some other items which are the same style. We hope you like them as well. You can click on the following link to check them out.
http://www.×××××.com
Please let me know for any further questions. Thanks.
Sincerely
(Your name)
（4）断货（out of stock）
1. 售前适用模板
9.3 跨境电商客服工作内容
Hi friend,
Right now Christmas is coming, and Christmas gift has a large potential market.Many buyers bought them for resale in their own store, its high profit margin product,here is our Christmas gift link, Please click to check them, if you want to buy more than 10 pieces, we also can help you get a whole sale price. Thanks.
Regards
(Your name)
（5）推广新品
2. 售中适用模板
9.3 跨境电商客服工作内容
（1）关于支付；
（2）合并支付及修改价格的操作；
（3）提醒买家尽快付款；
（4）海关税；
（5）客户买错商品；
（6）付款后发货前客户要求换货。
2. 售中适用模板
9.3 跨境电商客服工作内容
Hello X,
Thank you for the message. Please note that there are only 3 days left to get 10% off by making payments with Escrow ( credit card, Visa, Mastercard, money bookers or Western Union ). Please make the payment as soon as possible. I will also send you an additional gift to show our appreciation.
Please let me know for any further questions. Thanks.
Best regards,
(Your name)
（1）选择第三方支付方式，提醒折扣快结束了
2. 售中适用模板
9.3 跨境电商客服工作内容
Dear X,
If you would like to place one order for many items, please first click "add to cart", then"buy now", and check your address and order details carefully before clicking "submit". After that, please inform me, and I will cut down the price to US$XX. You can refresh the page to continue your payment. Thank you.
If you have any further questions, please feel free to contact me.
Best Regards,
(name)
（2）合并支付及修改价格的操作
2. 售中适用模板
9.3 跨境电商客服工作内容
Dear X,
We appreciated your purchase from us. However, we noticed you that you haven't made the payment yet. This is a friendly reminder to you to complete the payment transaction as soon as possible. Instant payments are very important ; the earlier you pay, the sooner you will get the item.
If you have any problems making the payment, or if you don't want to go through with the order, please let us know. We can help you to resolve the payment problems or cancel the order.
Thanks again! Looking forward to hearing from you soon.
Best Regards,
( Your name )
（3）提醒买家尽快付款
2. 售中适用模板
9.3 跨境电商客服工作内容
Dear X,
Thank you for your inquiry and 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.
First, in most countries, it did not involve any extra expense on the buyer side for similar small or low-cost items.
Second, in some individual cases, buyers might need to pay some import taxes or customs charges even when their purchase is small. As to specific rates, please cotrsult your local customs office.
I appreciate for your understanding!
Best Regards,
(Your name)
（4）海关税（customs tax）
2. 售中适用模板
9.3 跨境电商客服工作内容
Dear X,
Thanks for your message. I am sorry to hear that you bought the wrong item.
Usually we don't accept item returns without any defects. However as you need one item#xxx( item number), I advice you to send us xxx (how much money), hope you can understand we did offer you a great discount. In this way, there is no need for you to return the previous wrong item and we will resend you a correct item.
As you know, if you return it back , you need to take it to the post office and pay for the postage and restocking fee. Once we received the return, we will arrange the reshipment. That will take about 2 weeks for you to get a new item or refund.
What do you think If you agree, here is our account : ( correct Paypal account). Once you send the money please tell me here, and I will arrange the reshipment in time. If you don't agree, please let me know, i will offer you other solution.
Regards,
（Your Name）
（5）客户买错商品，建议保留原商品，给客户折扣重买正确的商品
2. 售中适用模板
9.3 跨境电商客服工作内容
Dear X，
Thanks for your mail and please find the following item ID:xxxxxxx.
If this is the item you want, please pay…as price difference. If you can accept that, I will send a money request to your email, please check it.
Once you have paid for it,please let me know,I will keep an eye on it.
Any problem please contact me freely,I will try my best to help you.
Best Regards.
(Your Name)
（6）付款后发货前客户要求换货
3. 售后适用模板
9.3 跨境电商客服工作内容
（1）物流遇到问题；
（2）退换货问题；
（3）求好评；
（4）海关速度慢。
3. 售后适用模板
9.3 跨境电商客服工作内容
Dear X,
Thank you for your inquiry. I am happy to contact you.
We would like to confirm that we sent the package on 16 Jan, 2012. However we were informed package did not arrive due to shipping problems with the delivery company. We have resent your order by EMS;the new tracking number is:XXX.It usually takes 7 days to arrive to your destination. We are very sorry for the inconvenience. Thank you for your patience.
If you have any further questions, please feel free to contact me.
Best Regards,
(Your name)
（1）物流遇到问题
3. 售后适用模板
9.3 跨境电商客服工作内容
Dear friend,
I'm sorry for the inconvenience. If you are not satisfied with the products, you can return the goods back to us.
When we receive the goods, we will give you a replacement or give you a full refund. We hope to do business with you for a long time.
We will give you a big discount in your next order.
Best regards,
(Your name)
（2）退换货问题
3. 售后适用模板
9.3 跨境电商客服工作内容
Dear friend,
If you are satisfied, we sincerely hope that you can take some of your precious minutes to leave us a positive comment and 5-star Detailed Seller Ratings, which are vital importance to the growth of our small company.
Besides, PLEASE DO NOT leaves us 1, 2, 3 or 4-star Detailed Seller Ratings because they are equal to negative feedback. Like what we said before, if you are not satisfied in any regard, please tell us.
Best regards,
(Your name)
（3）求好评
3. 售后适用模板
9.3 跨境电商客服工作内容
Dear friend,
Yes, Actually we can send these items to Italy.However, there’s only one problem.Due to the Spain and Italy Customs are much stricter than any other Europe Countries, the parcels to these two Countries often meet"Customs Inspection".
That make the shipping time is hard to control.As our former experience, normally it will take 25 to 45 days to arrive at your Country.On the other hand, due to near Xmas days, most of our customers are buying for Xmas gifts. But we can’t ensure the parcels can arrive Italy in time.
Is that ok for you Waiting for your reply.
Sincerely,
(Your name)
（4）海关速度慢
《跨境电商理论与实务》
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