跨境电商英语-课件 Unit 10 Customer Service

跨境电商英语Cross-BorderE-CommerceEnglish浙江省中高职一体化贯通系列教材Unit10CustomerServiceUnitOverviewAfterstudyingthisunit,youwillbeableto…acquirebasicknowledgeaboute-commercecustomerservice;understandwhatgoode-commercecustomerserviceislike;introducesomeadviceonhowtobuildcustomerloyalty;enhanceserviceawarenessoftakingtheinitiativetosolveproblemsforcustomersandcultivateprofessionalethicsofpolitenessandkindness.Contents目录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参考译文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.参考译文Youcan’talwaysbeavailable;letcustomersknowwhenyouareCustomersneedtoknowthatthere’ssomeoneontheotherendwhentheysendamessage.Emailingintoanemptyabyssisn’tthatcomforting,especiallyifacompanydoesn’tlistitssupporthoursanywhere.Youshouldhavethehoursyou’reonlinetoprovidesupportinthefooterofeachpageonyoursite,andonyourFAQandContactUspage.Ifyouprovideasynchronouschatorlivechat,makesureyoulistthehoursyouoryourteamwillreturnwhenyou’reoffline.Andifyouofferemailsupport,generateanautomatedmessagethatletscustomersknowyougottheirmessage,whatyourhoursare,andtheapproximatewaittimetohearback.参考译文Exercise参考译文好的客户服务就是把平常的事情做好

良好的客户支持的基本要素不是华而不实的展示，免费的礼物，开放式退货政策，或者冗长的电话交谈。良好的客户支持可以归结为一系列基本原则。无论你是刚刚开网店的新手，还是一个经验丰富的企业家，这些特质都将弥合你和你的顾客之间的鸿沟，并为周到和可靠的客户支持奠定基础。

最好的谈话是没有谈话没有人愿意把客户支持当成理所应当的:大多数客户只是想买你的产品，收到产品，然后再继续。因此，当客户确实主动联系你时，要利用这次谈话了解其他客户也可能存在的同样问题，并从整体上解决。你所要做的就是:当顾客写信来的时候，评估他们的要求。最有可能的是，许多其他客户也经历过同样的问题，但决定什么也不说。然后，看看你能不能自己改进。这可能包括:描述产品更加清晰提高运输和交付预测的准确性拍摄更好的产品照片

速度是一种竞争优势人们喜欢快速的回复和决定。你不应该在质量上过度承诺或妥协，但你应该总是看起来很快。“快速解决问题”比“快速回复”更重要，前者意味着解决客户的全部问题，而不仅仅是快速回复客户。你还需要记住，即使你解决了他们当前的问题，他们可能在其他方面也需要帮助。所以在你做出快速回应之前，要确定客户下一步有可能的要求，并在他们提出要求之前提供帮助。走近你的顾客你越了解你的顾客，你就越能提供更好的支持。我们并不是说你必须和他们每个人通上一个小时的电话，但是了解什么对你的顾客有用，什么没用是有帮助的。消费者希望能够以人性化的方式与你和你的品牌建立联系，他们需要确信你的品牌知道他们需要什么，并提供给他们。这就是为什么同情心是良好客户支持的重要因素。除了要有同情心，你的支持应该是针对个人的。因为对客户的快速回复，这种支持不仅尊重客户的时间，而且让人感觉像是来自人类，而不是电脑。

你不能总是随叫随到，要让顾客知道你什么时候有空顾客发信息的时候，需要知道有人在另一端。如果发出的邮件或信息石沉大海会让顾客感到不安，特别是如果这家公司没有列出它的客户服务时间。你应该有足够的时间在你网站的每个页面、以及“经常问到的问题”和“联系我们”的页面的页脚上提供支持。如果您提供异步聊天或在线聊天，请确保列出您或您的团队在离线时将返回的时间。如果您提供电子邮件支持，请生成一个自动消息，让客户知道您收到了他们的消息，您的工作时间，以及收到回复的大约等待时间。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:_____________________________________________________________________________________________没有人默认愿意跟客户说话，大多数客户只是想买你的产品，收到产品，然后再继续买下一个。Ifyouwanttomoveaheadinyourcareer,you'llhavetoworkharder.Evenifcustomerswant"solutions,"mostarenotwillingtopayapremiumforthem.Thatmeanswecanreachouttotheminmuchtargetedways.Inadditiontohissalary,hehasabonusof25yuanpermonth.First,makesureyouaregettingagoodbuybyshoppingaroundbeforeyoumakeadecision.你还需要记住，即使你解决了他们当前的问题，他们可能在其他方面也需要帮助。所以在你做出快速回应之前，要确定客户下一步有可能的要求，并在他们提出要求之前提供帮助。除了要有同情心，你的支持应该是针对个人的。如果您提供异步聊天或在线聊天，请确保列出您或您的团队在离线时将返回的时间。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