跨境電商英語-課件 Unit 10 Customer Service

跨境電商英語Cross-BorderE-CommerceEnglish浙江省中高職一體化貫通系列教材Unit10CustomerServiceUnitOverviewAfterstudyingthisunit,youwillbeableto…acquirebasicknowledgeaboute-commercecustomerservice;understandwhatgoode-commercecustomerserviceislike;introducesomeadviceonhowtobuildcustomerloyalty;enhanceserviceawarenessoftakingtheinitiativetosolveproblemsforcustomersandcultivateprofessionalethicsofpolitenessandkindness.Contents目錄Warming-up01Listening02Reading03Speaking04Writing05Workshop0601Warming-upTask1Togrowyoure-commercebusiness,youneedtoretaincurrentcustomersandattractnewonesbyconsistentlydeliveringanexcellentcustomerexperiencewhileavoidingafrustratingone.Doyouknowwhatthemostfrustratingaspectofgettingcustomerserviceis?Chooseoneofthemandshareyouridea.Accordingto

HubSpotResearch,66%ofusratethemostfrustratingaspectofgettingcustomerservicehelpaswaitingonholdorrepeatinginformationtodifferentrepresentatives.It’sprobablyhappenedtousallatonetimeoranotheranditcanbeveryfrustratingandawasteoftimeforbothparties.Makingsurecustomersdon’thavetorepeatthemselvesorwaitdaysforaresponseisanimportantaspectofagoodcustomerserviceexperience.Task2Customersdon’twanttobelecturedonwhatyoucan’tdoforthem;theywanttohearwhatoptionsareavailabletosolvetheirproblem.Tokeepacustomerinyourcorner,showthemyou’recommittedtofindingasolution,anduselanguagethatinvitesthemtocollaboratewithyouonfindingthatsolution.Pleasecomparethefollowingtwokindsoflanguage.Choosethebetteroneandshareyourownidea.Negative:“Tostart,you’llhavetocheckyourordernumber.OK,thanks.Itsaysherethatproductwon’tbeavailableforafewweeks,soIcan’tplaceanorderforyouuntilitarrivesatourwarehouse.”Positive:“First,let’sverifyyourordernumber.Great,thankyou!Itlookslikethatproductwillbeavailablenextmonth.Icanplaceanorderforyouassoonasitreachesourwarehouse.”

Positivelanguagefocusesonsolutions,notproblems,andgivespeopleasenseofagency.Phraseslike“youhaveto”or“Ineedyouto”mightbestraightforwardandaccurate,butcancausecustomerstofeeltheburdentosolvetheproblemisonthem,evenifitwasn’ttheirfault.Youcangofromnegativetopositivebymakingafewsimplechanges.Besides,beingpositivedoesn’tmeanconfiningyourselftoanartificiallycheeryandupbeattone.Instead,it’saboutavoidingnegativephrasingthatcancausecustomerstohaveanegativereaction.02ListeningTask1Listentothepassageandanswerthefollowingquestions.ScriptTask21.Accordingtothepassage,asthee-commercemarketmatures,whatwillriseaccordingly?

____________________________________________________________________________

2.Accordingtothepassage,whatkindofe-commercecustomerservicedomostcustomersexpecttohaveaccessto?

_____________________________________________________________________________3.Whilethere’sabaselinelevelofexpectationofservice,whatarecustomerswillingtopayfor?

_____________________________________________________________________________4.AccordingtoareportfromPwC,whatpercentageofconsumerssaidcustomerexperienceinfluenceswhattheybuy?_____________________________________________________________________________5.AccordingtoareportfromPwC,whatpercentageofconsumersarehappytopaymoreforafriendly,welcomingexperience?_____________________________________________________________________________Buyerexpectations.Speedy,politeandhelpful.Providingabettercustomerexperience.73%.42%.Task1Listentothepassageandanswerthefollowingquestions.Script:Asanincreasingnumberofshoppersmoveonline,theimportanceofe-commercecustomersupportwillcontinuetogrow.Ariseinvolumenaturallylendsitselftoaneedforgreatercustomerservicesupport.Furthermore,asthee-commercemarketmatures,buyerexpectationswillriseaccordingly.Mostcustomersexpecttohaveaccesstospeedy,politeandhelpfule-commercecustomerservicethrougharangeofchannels,fromsocialmediatoemail.Whilethere’sabaselinelevelofexpectationofservice,providingabettercustomerexperienceisalsosomethingcustomersarewillingtopayfor.AccordingtoareportfromPwC,73%ofconsumerssaidcustomerexperienceinfluenceswhattheybuy–and42%arehappytopaymoreforafriendly,welcomingexperience.Forbusinesses,thismeansthatperfectinge-commercecustomerservicecantranslateintomoreconversionsandahealthierbottomline.Task2Listentothefollowingpassageandfillintheblankswiththemissingwords.ScriptsTask3It’s1.__________formostsmallshopstoaccommodateeverypossiblepointofcontactthatexiststoday.Imaginethis:youmakeyourselfavailableonevery2.______________,provideanemailaddressandphonenumber,andofferlivechateachweekday.Whileatfirstthatlevelof3.____________mightseemlikeagreatidea,ifyou’rerunningasmall4.__________—orevenalargeone—thingscangetoutofhandquickly.Whenyoutellcustomersthatyouprovidesupportacrossallchannels,they’llexpectthatlevelofsupporttobe5.________amongthemall.unrealisticsocialchannelaccessibilityoperationequalTask2Listentothefollowingpassageandfillintheblankswiththemissingwords.Scripts:It’sunrealisticformostsmallshopstoaccommodateeverypossiblepointofcontactthatexiststoday.Imaginethis:youmakeyourselfavailableoneverysocialchannel,provideanemailaddressandphonenumber,andofferlivechateachweekday.Whileatfirstthatlevelofaccessibilitymightseemlikeagreatidea,ifyou’rerunningasmalloperation—orevenalargeone—thingscangetoutofhandquickly.Whenyoutellcustomersthatyouprovidesupportacrossallchannels,they’llexpectthatlevelofsupporttobeequalamongthemall.Task3Listentothefollowingpassageanddecidethefollowingsentencesaretrue(T)orfalse(F).______1.TheU.S.SmallBusinessAdministrationreportsthat68%ofcustomersleavebecausethey’reupsetwiththetreatmentthey’vereceived.______2.Prioritizingcustomerservicesupportcanhelpyouattractandretainloyalcustomers.______3.Abadcustomerexperiencecanresultinadamagedreputation,lossofsales,andnegativeonlinereviews.______4.Globally,about16%ofconsumerssaidtheystoppeddoingbusinesswithabrandduetoapoorcustomerexperience.______5.Ithasbeenprovedthatitcostsfivetimesmoretoattractnewcustomersthantoretainthem.FTTFFScriptContentsTask3Listentothefollowingpassageanddecidethefollowingsentencesaretrue(T)orfalse(F).Script:It’softensaidthatit’scheapertokeepexistingcustomersthantofindnewones.

Andit’strue:Badcustomerserviceisakeydriverofchurn.TheU.S.SmallBusinessAdministrationreportsthat68%ofcustomersleavebecausethey’reupsetwiththetreatmentthey'vereceived.Don’tletthathappentoyou.Prioritizingcustomerservicesupporthelpsyouattractandretainloyalcustomers,andcanhaveabigimpactonyourcompany’sbottomline.Accordingtothe

MicrosoftStateofGlobalServiceReport,61%ofconsumersnowviewcustomerserviceas“veryimportant”.Anexcellentcustomerexperiencewillhelpbuildtrustandencouragerepeatpurchases.However,

anegativecustomerexperiencecanresultinalossofsales,damagedreputationandnegativeonlinereviews.Globally,about60%ofconsumerssaidthey

stoppeddoingbusinesswithabrandduetoapoorcustomerexperience.Thisfigureincreasesto68%forthoseaged18-34.It’sestimatedthatit

costsfivetimesmoretoattractnewcustomersthanretainthem

sokeepingexistingcustomershappyiscrucialifyouwanttobesuccessfullong-term.03ReadingSetting:

E-commercecustomerserviceisthesupportane-commercebusinessprovidestoitsonlineshoppers.Sometimes,itwillrequireassistingacustomerwhohasaproblemwiththeirorder.Butothertimes,you’llbeansweringquestionsforsomeonewhowantstomakeapurchase.Offeringamazingcustomerserviceisimportantifyouwanttoretaincustomersandgrowyourbusiness.Today’scustomerservicegoesfarbeyondthetraditionaltelephonesupportagent.It’savailableviaemail,web,textmessage,andsocialmedia.Customersupportismorethanjustprovidinganswers;it’sanimportantpartofthepromiseyourbrandmakestoitscustomers.StartingtaskWhicheverplatformyousellon,whateversectoryouserve,greate-commercecustomerserviceiskeytoboostingsales,drivingloyaltyandencouragingpositivereviews.Putsimply,customerservicefore-commercecanmakeorbreakanonlinebusiness.Doyouknowwhatgoode-commercecustomerserviceislike?Thebestconversationisnoconversation,speedisacompetitiveadvantage,getcloserwithyourcustomers,letcustomersknowwhenyouare.GoodCustomerServiceIsaboutDoingtheCommonThingsUncommonlyWellThebreadandbutterofgoodcustomersupportisn’tinflashydisplays,freegifts,openendedreturnpolicies,orlong-windedphoneconversations.Greatsupportboilsdowntoasetofbasicprinciples.Whetheryou’vejustopenedthemetaphoricaldoorsofyouronlineshoporyou’reaseasoned

entrepreneur,thesearethetraitsthatwillbridgethegapbetweenyouandyourcustomersandbolsterthefoundationforthoughtfulanddependablesupport.ThebestconversationisnoconversationNobodywantstotalktosupportasadefault.Mostcustomersjustwanttobuyyourproduct,receiveit,andmoveon.Sowhenacustomerdoeshaveareasontoreachout,usethatconversationasanopportunitytosolvetherootcauseofissuesthatmanyothersmaybehavingandfixproblemsoverall.Allyouhavetodoisthis:whenacustomerwritesin,evaluatetheirrequest.Mostlikely,manyothercustomershaveexperiencedthesameissuebutdecidednottosayanything.Then,seeifyoucanmakeanimprovement.Thiscouldincludethingslike:makingproductdescriptionsmoreclearimprovingtheaccuracyofshippinganddeliverypredictionstakingbetterproductphotos參考譯文SpeedisacompetitiveadvantagePeoplelikequickrepliesandresolutions.Youshouldn’toverpromiseorcompromiseonquality,butyoushouldalwayslooktobefast.“Speedtoresolution”ismoreimportantthan“speedtoreply”,whichmeanssolvingforthecustomer’smatters,notjustrespondingbacktothemquickly.Youalsoneedtokeepinmindthatevenifyoufixtheircurrentissue,theymayneedhelpwithimplementingorsomethingelse.Sobeforeyou’resuperquicktorespond,identifyanypotentialnextstepsandprovidehelpbeforetheyask.GetcloserwithyourcustomersThebetteryougettoknowyourcustomers,thebettersupportyou’llbeabletoprovide.Wedon’tmeanthatyouhavetospendanhouronthephonewitheachoneofthem,butit’shelpfultounderstandwhatworkswellforyourcustomersandwhatdoesn’t.Customerswanttobeabletoconnectwithyouandyourbrandonahumanlevel.Theywantreassurancethatyourbrandunderstandswhattheyneed,anddeliversit.That’swhyempathyissuchanessential

ingredientingoodcustomersupport.Inadditiontoworkingwithafoundationofempathy,yoursupportshouldalwaysfeelpersonal.Personalsupportrespectsyourcustomer’stimebygettingbacktothemquickly.Italsofeelslikeit’scomingfromahumanratherthanacomputer.參考譯文Youcan’talwaysbeavailable;letcustomersknowwhenyouareCustomersneedtoknowthatthere’ssomeoneontheotherendwhentheysendamessage.Emailingintoanemptyabyssisn’tthatcomforting,especiallyifacompanydoesn’tlistitssupporthoursanywhere.Youshouldhavethehoursyou’reonlinetoprovidesupportinthefooterofeachpageonyoursite,andonyourFAQandContactUspage.Ifyouprovideasynchronouschatorlivechat,makesureyoulistthehoursyouoryourteamwillreturnwhenyou’reoffline.Andifyouofferemailsupport,generateanautomatedmessagethatletscustomersknowyougottheirmessage,whatyourhoursare,andtheapproximatewaittimetohearback.參考譯文Exercise參考譯文好的客戶服務就是把平常的事情做好

良好的客戶支持的基本要素不是華而不實的展示，免費的禮物，開放式退貨政策，或者冗長的電話交談。良好的客戶支持可以歸結(jié)為一系列基本原則。無論你是剛剛開網(wǎng)店的新手，還是一個經(jīng)驗豐富的企業(yè)家，這些特質(zhì)都將彌合你和你的顧客之間的鴻溝，并為周到和可靠的客戶支持奠定基礎。

最好的談話是沒有談話沒有人愿意把客戶支持當成理所應當?shù)?大多數(shù)客戶只是想買你的產(chǎn)品，收到產(chǎn)品，然后再繼續(xù)。因此，當客戶確實主動聯(lián)系你時，要利用這次談話了解其他客戶也可能存在的同樣問題，并從整體上解決。你所要做的就是:當顧客寫信來的時候，評估他們的要求。最有可能的是，許多其他客戶也經(jīng)歷過同樣的問題，但決定什么也不說。然后，看看你能不能自己改進。這可能包括:描述產(chǎn)品更加清晰提高運輸和交付預測的準確性拍攝更好的產(chǎn)品照片

速度是一種競爭優(yōu)勢人們喜歡快速的回復和決定。你不應該在質(zhì)量上過度承諾或妥協(xié)，但你應該總是看起來很快。“快速解決問題”比“快速回復”更重要，前者意味著解決客戶的全部問題，而不僅僅是快速回復客戶。你還需要記住，即使你解決了他們當前的問題，他們可能在其他方面也需要幫助。所以在你做出快速回應之前，要確定客戶下一步有可能的要求，并在他們提出要求之前提供幫助。走近你的顧客你越了解你的顧客，你就越能提供更好的支持。我們并不是說你必須和他們每個人通上一個小時的電話，但是了解什么對你的顧客有用，什么沒用是有幫助的。消費者希望能夠以人性化的方式與你和你的品牌建立聯(lián)系，他們需要確信你的品牌知道他們需要什么，并提供給他們。這就是為什么同情心是良好客戶支持的重要因素。除了要有同情心，你的支持應該是針對個人的。因為對客戶的快速回復，這種支持不僅尊重客戶的時間，而且讓人感覺像是來自人類，而不是電腦。

你不能總是隨叫隨到，要讓顧客知道你什么時候有空顧客發(fā)信息的時候，需要知道有人在另一端。如果發(fā)出的郵件或信息石沉大海會讓顧客感到不安，特別是如果這家公司沒有列出它的客戶服務時間。你應該有足夠的時間在你網(wǎng)站的每個頁面、以及“經(jīng)常問到的問題”和“聯(lián)系我們”的頁面的頁腳上提供支持。如果您提供異步聊天或在線聊天，請確保列出您或您的團隊在離線時將返回的時間。如果您提供電子郵件支持，請生成一個自動消息，讓客戶知道您收到了他們的消息，您的工作時間，以及收到回復的大約等待時間。Task1Completetheformthatsummarizesthetext.UnderstandingthetextTraitsWhy?

How?

ThebestconversationisnoconversationMostcustomersjustwanttobuyyourproduct,receiveit,andmoveon.SpeedisacompetitiveadvantageSolvingforthecustomer’sfullissuematters,notjustrespondingbacktothemquickly.GetcloserwithyourcustomersThebetteryougettoknowyourcustomers,thebettersupportyou’llbeabletoprovide.Youcan’talwaysbeavailable;letcustomersknowwhenyouareprovidesupportinthefooterofeachwebpage;listthehoursyouwillreturnwhenyouoffline;generateanautomatedmessage.evaluatetheirrequestandmakeanimprovementPeoplelikequickrepliesandresolutionsworkwithafoundationofempathyandprovidepersonalsupportCustomersneedtoknowthatthere’ssomeoneontheotherendwhentheysendamessageTask2Answerthequestionswiththeinformationyoufindinthetext.1.Howdoyouunderstandthesentence“Thebestconversationisnoconversation”?2.Whatdoyouhavetodowhenacustomerwritesin?3.Whyis“speedtoresolution”moreimportantthan“speedtoreply”?4.Whyisempathyanessentialpartingoodcustomersupport?5.Howdoyouletcustomersknowthatthere’ssomeoneontheotherendwhentheysendamessage?Mostcustomersjustwanttobuyyourproduct,receiveit,andmoveon.Sothebestconversationisthateverythingisclearanditisnoneedforcustomertoreachout.Whenacustomerwritesin,allyouhavetodoisevaluatingtheirrequestandseeingifyoucanmakeanimprovement.Thatisbecauseyoushouldsolveforthecustomer's

full

issuematters,notjustrespondingbacktothemquickly.Customerswanttobeabletoconnectwithyouandyourbrandonahumanlevel.Theywantreassurancethatyourbrandunderstandswhattheyneed,anddeliversit.Youshouldhavethehoursyou’reonlinetoprovidesupportinthefooterofeachpageonyoursite,andonyourFAQandContactUspage.Ifyouprovideasynchronouschatorlivechat,makesureyoulistthehoursyouoryourteamwillreturnwhenyou’reoffline.Andifyouofferemailsupport,generateanautomatedmessagethatletscustomersknowyougottheirmessage,whatyourhoursare,andtheapproximatewaittimetohearback.DealingwithlanguageTask3Completethewordsthatmatchthemeaningsontheright.Thefirstlettersarealreadygiven.1.s_________havingalotofexperienceofdoingsomethingandthereforeknowinghowtodoitwell2.e____________someonewhostartstheirownbusiness,especiallywhenthisinvolvesseeinganewopportunity3.b______

tosupportorimprovesomethingormakeitstronger4.a____________notcompletelyaccuratebutclose5.f___________somethingthatgivesrisetoorsupportssomethingelse6.d________thethingthatexistsorhappensifyoudonotchangeitintentionallybyperforminganaction7.g________tocausesomethingtoexist8.r____________

wordsofadviceandcomfortintendedtomakesomeonefeellessworried

9.p_________astatementaboutwhatyouthinkwillhappeninthefuture10.c___________anagreementinanargumentinwhichthepeopleinvolvedreducetheirdemandsorchangetheir

opinioninordertoagreeeasonedntrepreneurolsterpproximateoundationefaultenerateeassuranceredictionompromiseTask4CompletethesentenceswiththecorrectformofthewordsinTask3.1.Hewasoneofthe________________ofthe1980swhomadetheirmoneyinproperty.2.Moremoneyisneededto____________theindustry.3.Unlesssomethingelseisagreed,the__________istomeetatthehotelat7:00p.m.4.Webelievethatourearnestworkwillgainyour______________andourprofessionalservicewillwinyourtrust.

5.Pleasedon’taskmetomakeany____________abouttomorrow’smeeting.6.Thenewdevelopmentwill____________1,500newjobs7.Itishopedthata____________willbereachedintoday’stalks.8.Helaidthe____________ofhissuccessbystudyandhardwork.9.Thecostoftheprojectwill______________$10,000.10.Asa____________magician,hehasauniqueunderstandingofshowmanship.entrepreneursbolsterdefaultreassurancepredictionsgeneratecompromisefoundationapproximateseasonedTask5TranslatethesentencesintoChinese,andrewriteasentencebyusingthephrasesinbrackets.1.Nobodywantstotalktosupportasadefault.Mostcustomersjustwanttobuyyourproduct,receiveit,andmoveon.(moveon)Translate:__________________________________________________________________________________________Write:_____________________________________________________________________________________________2.Youalsoneedtokeepinmindthatevenifyoufixtheircurrentissue,theymayneedhelpwithimplementingorsomethingelse.(evenif)Translate:__________________________________________________________________________________________

Write:_____________________________________________________________________________________________3.Sowhenacustomerdoeshaveareasontoreachout,usethatconversationasanopportunitytosolvetherootcauseofissuesthatmanyothersmaybehavingandfixproblemsoverall.(reachout)Translate:__________________________________________________________________________________________

Write:_____________________________________________________________________________________________4.Inadditiontoworkingwithafoundationofempathy,yoursupportshouldalwaysfeelpersonal.(inadditionto)Translate:__________________________________________________________________________________________

Write:_____________________________________________________________________________________________5.Ifyouprovideasynchronouschatorlivechat,makesureyoulistthehoursyouoryourteamwillreturnwhenyou’reoffline.(makesure)Translate:__________________________________________________________________________________________

Write:_____________________________________________________________________________________________沒有人默認愿意跟客戶說話，大多數(shù)客戶只是想買你的產(chǎn)品，收到產(chǎn)品，然后再繼續(xù)買下一個。Ifyouwanttomoveaheadinyourcareer,you'llhavetoworkharder.Evenifcustomerswant"solutions,"mostarenotwillingtopayapremiumforthem.Thatmeanswecanreachouttotheminmuchtargetedways.Inadditiontohissalary,hehasabonusof25yuanpermonth.First,makesureyouaregettingagoodbuybyshoppingaroundbeforeyoumakeadecision.你還需要記住，即使你解決了他們當前的問題，他們可能在其他方面也需要幫助。所以在你做出快速回應之前，要確定客戶下一步有可能的要求，并在他們提出要求之前提供幫助。除了要有同情心，你的支持應該是針對個人的。如果您提供異步聊天或在線聊天，請確保列出您或您的團隊在離線時將返回的時間。04SpeakingSetting:Themoreyouworkatrefiningyourcustomersupportstrategy,thehappieryourcustomerswillbe.Andthoughthismightseemlikealotofworkupfront,thesepracticeswillsetyouupforsuccessforthelonghaul.Whilethereal-timeelementmaybeabsentinanonlinestore,therearewaystoimproveyourcustomerserviceand,ultimately,yourentirecustomerexperience,byaddingthatlittlesomethingextratotherightchannels.

Joannaisjustgettingstartedandshewantstoleveluphercustomerservice.Shethinksanincreaseininteraction

withthecustomersisalwaystheanswer.Isitcorrect?DiscussingroupsandgiveJoannasomeadviceonhowtobuildcustomerloyaltyandimprovee-commercecustomerexperience.Thesaying:“Anincreaseininteractionsisalwaystheanswer.”isnotcorrect.Thetruth:Yourcustomerscansufferfrominformationoverload.Andthebestconversationisnoconversation.Othersuggestions:Makingproductdescriptionsmoreclear

ImprovingtheaccuracyofshippinganddeliverypredictionsTakingbetterproductphotos

GetcloserwithyourcustomersIdentifyanypotentialnextstepsandprovidehelpbeforecustomersask.letcustomersknowwhenyouare……05WritingTask1Inthecross-bordere-commerceplatform,buyerevaluationisanimportantindicatorforcustomerserviceofashop.Thehighertheratingofthestore,themorehelpfulitisinimprovingcustomertrustinthestore.Whenasellerreceivesa

negativereviewfromabuyer,hemust

immediatelycommunicatewiththebuyerthroughtelephones,emailsorothermeanswithinthesite.

SupposeyouareaselleronAliExpresssellingladies‘dress.You’vejustreceivedanegativereviewofMary’sreceivingadresswithawrongsize.PleasereplythisreviewtoMissMaryincludingthefollowingaspects:

(1)Expressapologyandmakeanexplanation.

(2)Assureafreereturnandaquickdeliveryoftherightone.

(3)Guidethebuyertoremovethenegativereviewandreviseittopositiveone.Usefulexpressions:feelverysorrythat…expressoursincereapologyto…removethenegativereviewandreviseittopositiveoneDearfriend,Wefeelverysorrythatyoureceivedawrongitem.Ithardlyhappens,butIknownothingisimpossible.Pleaseacceptmysincereapologyfortheinconvenienceweboughttoyou.Willyoupleasekindlyreturnthedresstous?Wewillsendyouarightoneimmediatelywhenwereceiveitandreimburseyouforthecostofpostage.Customer’scommentsareveryimportanttoourshop,sowehopethatyoucankindlyhelpustoreviseyournegativereviewintoapositiveone.Thanksagainforyourkindsupportandunderstanding!Yourstruly,Joanna06WorkshopRequestingfeedbackfromyourcustomersisagreatwaytotranslatecustomerserviceexcellenceintopositivereviews.Manyconsumerscheckreviewsandratingsbeforemakingapurchase,sohowmanyreviewsyouhaveandhowpositivetheyarecanimproveyourrankinginsearchresultsandevenhelpyououtrankcompetitorswithlowerpr