本次分享主要是圍繞客服的崗位職責及作用、買家會話運營（場景營銷）、客戶關懷一客服話術、雙 11 大促客戶營銷觸達以及建立客服工作反饋機制這五個課程重點來開展的。如何設立客服子賬號分流？設置客服工作反饋機制是什么？

一、 客服的崗位職責及作用

1、客服的崗位職責及作用

塑造店鋪形象：客服是店鋪形象的第一窗口。

提高成交率：客服在線能夠隨時回復客戶的疑問，可以讓客戶及時了解需要的內(nèi)容從而促成交易。

提高客戶回頭率：客戶會比較傾向于選擇他所熟悉和了解的賣家，從而提高了客戶再次購率。

更好的服務客戶：可以給客戶提供更多的購物建議，更完善的解答客戶的疑問，更快速的對買家售后問題給予反饋，從而更好的服務

二、 買家會話運營（場景營銷）

1、買家會話運營-如何提高售前咨詢用戶？WHY??

店鋪/詳情頁流量跳失高，用戶進行店鋪無行為后進入流失概率大，流量白白浪費；

建立溝通的用戶價值高，通過買家會話咨詢/溝通用戶購買轉化率是未溝通用戶的近 3 倍，客單價是近 2 倍

HOW??

通過詳情頁或主圖懸掛 banner 方式引導用戶進行咨詢；

用戶權益激勵引導，例如優(yōu)惠券或小禮品方式進行引導；

2、買家會話運營-如何提升接待效率

3、買家會話運營-如何提升接待效率？

設置子賬號：客服消息售前/售后進行分流

客服子賬號分流管理一期功能支持售前/售后進行分流。

售后定義：買家端從訂單 list、訂單詳情、糾紛場景發(fā)起買家會話系統(tǒng)判定為售后；

售前定義：除售后外系統(tǒng)判定為售前；

4、買家會話運營-子賬號權限介紹

主賬號可以看到所有子賬號的產(chǎn)品，訂單和站內(nèi)信；子帳號有自己獨立的帳號 ID 和密碼，可以用來登陸速賣通分別管理和發(fā)布屬于自己的產(chǎn)品和訂單，收發(fā)客戶發(fā)送對應產(chǎn)品的站內(nèi)信。但子帳號無法進行收款、提現(xiàn)、商鋪管理等操作;子賬號無法報名營銷活動。

5、買家會話運營-會話標記功能

? 黃色標記：補發(fā)訂單需要給客人發(fā)新單號；

? 藍色標記：大單客人/老客戶訂單持續(xù)跟進（物流&售后追蹤等）；

? 綠色標記：訂單退款，通過客服或 paypal 等；

? 紅色標記：產(chǎn)品的質(zhì)量問題，需要定期記錄匯報；

? 紫色標記：物流糾紛給客人退款，后續(xù)到貨催客人付款；

6、買家會話運營-會話標記功能

1）自動回復設置的好處

可在店鋪無人值班或者假期時間協(xié)助店鋪進行店鋪接待，可有效提高店鋪回復率，同時提高在無人值守階段店鋪的自然成交及轉化；目前已設置自動回復商家在回復率上遠遠超過未設置的商家，同時店鋪滿意度以及成交轉化率上均有提升，未設置的請抓緊時間設置；

2）自動回復設置規(guī)則：

在近 24 小時內(nèi)，若買家第一次發(fā)送消息，其將收到在此處設置的自動回復；開啟或關閉：自動回復內(nèi)容為空狀態(tài)下或有內(nèi)容但未勾選自動回復處于關閉狀態(tài)，自動回復

3）備注：

自動回復后，消息仍然是未讀狀態(tài)。

7、買家會話運營-自動回復/關鍵詞回復設置

1）自動回復：

常規(guī)自動回復設置，點擊右側開啟按鈕，輸入自動回復該自動回復定位店鋪歡迎語功能

2）關鍵詞回復

勾選“添加關鍵詞按鈕”->點擊添加按鈕

3）TIPS：

彈窗內(nèi) “關聯(lián)內(nèi)容”輸入關鍵詞或短句，請盡量簡短僅限 300 個字符以內(nèi); 回復內(nèi)容設置可支持 文本、圖片、優(yōu)惠券三種類型，單一關鍵詞回復僅支持一種類型；

添加若干（最少 3 個，最多 9 個）關鍵詞后可在右上角看到相應整體自動回復預覽狀態(tài)，點擊最下方保存按鈕，即可上線 自動回復；

8、買家會話運營-自動回復/關鍵詞回復設置

1）自動回復模板（建議是店鋪歡迎語）：

Dear friend

Welcome to my store . Thank you give us chance to service foryou.

our work time is 9:00am - 18:00pm (Beijing Time). when we got your message that we will reply you ASAP.

Product is on sale, you can get coupons and place order normally. We will ship to you ASAP. And due to the influence of the COVID-19 that the flight have been reduced so that the international logistics delays. we really hope you canunderstand that~

But please don't worry , if you have the questions about the order , please contact with us at first. We will help you to solve it . We are always with you!

Maybe these follow messages can help you , please kindly checkit at first ~

Regards

2）關鍵詞回復模板（建議是優(yōu)惠券，發(fā)貨，近期疫情，取消訂單，物

流情況，售后退款，高頻的產(chǎn)品售前問題）：

關鍵詞 1：Coupon/Discount

關鍵詞 2：About the COVID-19

關鍵詞 3：When will the parcel be shipped ?

關鍵詞 4：Order Cancel

關鍵詞 5：About the Refund

關鍵詞 6：Why the tracking information did not update anymore?

關鍵詞 7：Product not received

關鍵詞 8：高頻的產(chǎn)品售前問題

關鍵詞 9：大促/活動期間的產(chǎn)品介紹

9、買家會話運營-雙 11 大促客戶營銷觸達

1）買家會話大促期間能做什么？

2）買家會話雙 11 大促批量觸達功能策略

核心要點：在正確的時間，對正確的人，用正確的策略，每天進行觸達。

三、 客戶關懷一客服話術

1、客戶關懷-話術準備

售前：產(chǎn)品咨詢、物流渠道、時效、關稅、低申報、價格、禮物

售中：產(chǎn)品缺貨和超賣、未能及時發(fā)貨、物流信息詢問、物流清關問題、承諾時效問題、妥投失敗問題

售后：使用問題、產(chǎn)品問題、不符合客戶預期、關稅支付后遺癥、貨物短裝，錯發(fā)

2、客戶話術-催發(fā)貨

催發(fā)貨___大促期間的催單回復

Hi, dear friend

Thank you for your order and message.

We understand you want receive the goods as soon as possible.

We also sincerely hope that you can receive our products assoon as possible.

But during the 11.11 global shopping festival period, wereceived tens of thousands of orders, so the shipment volume

was huge...

In order to shipping the goods as soon as possible, our factories and warehouses have been working overtime.

Hope you can understand us and wait patiently.

Thank you for your understanding in advance.

Have a nice day~

Regards

3、客戶話術-物流問題

包裹到達當?shù)剜]局，請客人自己去取

Hi, dear friend Thank you for your message.

The tracking information shows the parcel is in your local post office on XXX（注明到達待取時間）. it's been a long time now.

could you please go to your local post office to check it?

This is your tracking number : XXXXXXXXXXX

your tracking website is :

ALL-IN-ONE PACKAGE TRACKING | 17TRACK

全球物流跟蹤 （無憂物流的查詢網(wǎng)址）

Hope you will get your parcel as soon as possible.

waiting for your good news!!!

Have a nice day.

regards

4、客戶話術-訂單分包裹

產(chǎn)品由于重量和物流限制導致分包

Hi, dear

Thank you or your order.

Due to size/weight limitations, we have two packages to send your goods.

We have add two tracking numbers for you.

This the pictures about your parcel.

One tracking number is XXXXXXXXXXX

And another tracking number is XXXXXXXXXXX

We are really sorry about that we didn't leave the message for you when we dispatched your goods. And if you have any problems you could contact us firstly. We will do our best to service for you.

Have a nice day.

Regards

5、客戶話術-關稅問題

關稅問題的解釋

Dear friend

Thank you for your message. I am sorry that you paid so many customs duties.

I checked your order. In October, you bought XXXX in our shop.

I also saw your notes so that we sent multiple packages for you.

And the value we declare is less than $10. But we hope you can know that no matter how many parcels you have, regardless of the declared value of the parcel, it will be inspected by the customs.

This is unavoidable, and this is one of the tasks that customs must do in each country. I hope you can understand too.

So whether it is sent by multiple parcels or filled in with low declared value that can not guarantee 100% avoiding being charged.

We are also sorry about the issue of the tariff you are charged.

We have already paid the customs clearance, the local import tariffs are paid by the buyers themselves, and I hope you can understand us.

Some buyers have encountered this problem and are paying their own tariffs.

In addition, in order to express our apologies, we can give you a small discount when you next purchase.

Regards

6、客戶話術-產(chǎn)品破損

產(chǎn)品破損___向客人要照片確認（照片可以直接確認的類型）

Hi, dear friend

Thank you for your message, We are sorry for this problem..

We promise you that we have double check the product when we shipped your parcel..We guess maybe it damaged in transit..

And don’t worry about that.. we will help you to solve it.

would you mind sending us some photos of it ? we need your help and to confirm something with my logistics company.

Thank you for your understanding and help in advance.

waiting for your reply,

regards

7、客戶話術-售后退款

訂單退款跟客人解釋退款到賬時間

Hi, dear friend

Thank you give us chance to service for you.

Usually, The refund takes 3-20 business days, varying with different banks. After the refund is successfully processed by AliExpress that you will receive the refund .

And if, after carefully checking the bank statement or bill, you still have not received the refund after 20 business days, please do not hesitate to contact our customer service team.

English buyers:

Help Center

ge=en

Russian buyers:

База знаний

ge=ru

Spanish buyers:

Servicio al Cliente

ge=es

Thank you for your understanding and help in advance.

waiting for your reply,

regards

四、 建立客服工作反饋機制

1、后臺數(shù)據(jù)查詢

客服績效：幫助商家接待數(shù)據(jù)化、可視化，提升商家客服接待效率，提升客戶體驗，提升詢單轉化率

批量觸達工具：在買家會話側增加批量觸達入口，幫助商家更便捷客戶運營，提升客戶運營效率，促進老客回訪及復購

菜鳥物流助手：實現(xiàn)物流數(shù)據(jù)及買家接待一體化，幫助商家在客戶接待中一鍵解決用戶問題，提升用戶體驗，降低商家糾紛及投訴

2、客服績效

客服績效指標

接待人數(shù)、回復人數(shù)、收到消息數(shù)、回復消息數(shù)、回復率、24H 回復消息數(shù)、24H 回復率、咨詢轉化率、引導下單 GMV 共計 7 個指標。

指標定義如下

? 接待人數(shù)：選定日期范圍內(nèi)有發(fā)起過咨詢的用戶數(shù)（每天去重）

? 回復人數(shù)：選定日期范圍內(nèi)發(fā)起咨詢的人數(shù)中，商家有在未來 2 天內(nèi)回復的人數(shù)（去重）

? 收到消息數(shù)：選定日期范圍內(nèi)用戶咨詢的消息數(shù)

? 回復消息數(shù)：選定日期范圍內(nèi)用戶咨詢的消息數(shù)中，商家有在未來2 天內(nèi)回復的消息數(shù)

? 24H 回復量：每天從用戶咨詢的時間算起，未來 24H 內(nèi)商家有回復的信息量（買家發(fā)送）

? 24H 回復率：24H 回復量/咨詢量

? 咨詢轉化率：引導下單人數(shù)/發(fā)起咨詢且商家在 48H 內(nèi)有回復的用戶數(shù)

? 引導下單 GMV：每天從用戶最早咨詢的時間算起，未來 48H 內(nèi)商家有回復且有在店鋪支付的 GMV 金額（美金）

? 當前數(shù)據(jù)產(chǎn)出時間周期為：T+3，如當前為 8 月 7 日，則展示最晚到 8 月 4 日的數(shù)據(jù)

3、客服工作反饋機制一制度層面

制度層面：意見反饋制度、日常檢查機制、店鋪主推款制度、話術優(yōu)化制度

4、客服工作反饋機制一銷售層面

銷售層面：拒絕之后給予補償或轉移重心、迅速判斷對方的語言環(huán)境、給對方選擇題，而非問答題、總是超出顧客的預期一點、盡可能的避免自動回復。

（來源：lazada速賣通服務商coco）更多跨境平臺資訊關注小編哦

以上內(nèi)容屬作者個人觀點，不代表雨果網(wǎng)立場！本文經(jīng)原作者授權轉載，轉載需經(jīng)原作者授權同意。

（來源：跨境C位coco）