《跨境电商英语》课件-Customer Maintenance

CustomerMaintenanceAcquirebasicknowledgeaboutthemethodsofmaintainingrelationshipwithcustomers1Userelevantskillstomaintainregularcontactwitholdcustomers2MastertheprofessionalskillsofproductpromotiononCross-borderE-commerce3LearningGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upPART1Warming-upWorkingroup.Lookatwhatthefollowingpeoplesayordoandexpressyourownopinionswithyourgroupmembers.Trytorelatetoyourpersonalexperience.A.TodayisLisa’sbirthday.Thestorefromwhichshehadonceboughtthecottonbedsheetssentherabirthdaycardthismorning.Thismakesherfeelhappyandmoved.Shesaysshewillvisitthestoreagain.PART1Warming-upB.Oneofmyfriendswhorunanonlineshoponcetoldme,“Thecostofdevelopingnewcustomersisclearlymoreexpensivethanmaintainingoldcustomers.Wemustmakegreateffortstokeepoldcustomerswhiledevelopingnewcustomers.”PARTTWOPassageReadingPART2PassageReadingIntraditionalinternationaltrade,weusuallymeetthecustomersinexhibitions.ThemaindifferencebetweentheexhibitionandCross-borderE-commerceplatformisthatalmosteverycustomercanmeetwiththesellerintheexhibitionfacetoface.Thatis,intraditionalinternationaltrade,thefinaltransactionbetweenbuyersandsellersmayactuallybebuiltonpreliminarycontact.However,asthekeycharacteristicofInternet,buyersandsellershavenevermetbeforethetransactioniftheydobusinessontheCross-borderE-commerceplatform,soweareunabletodeterminecustomers’informationevenbeforewecommunicatewiththem.Ofcourse,theCross-borderE-commerceplatformsprovidevariouswaystohelpbuyersandsellersidentifyeachother'sinformation,butthesemethodsarealsobasedontheInternet.Consequently,thenatureofInternetdeterminesthatwearestillunabletodeterminethebackground,realinformationandotherfactorsofbothsidesinthetransactionthroughthemostintuitiveway.CustomerMaintenance

Inbusiness,asingletransactiontothebusinessisonlythevalueforasingletime,orasingletradetobuyersandsellersmeansonlytheprofitforasingletime.Inordertoallowbuyersandsellerstogainprofitscontinuouslythroughtransactions,theremustbeamethodtohelpbuyersandsellerstoformastrongconnection.Thisdoesnotonlymeanthevalueforacertainperiodoftime,butalsotheaddedvalueofbusiness.Becausethisstrongconnectioncreatesnewvaluessuchasbrandvalueandservicevalue,whichisunrelatedtothetransactionitself.PART2PassageReading

ThedifferencebetweenthecustomersontheCross-borderE-commerceplatformandinthetraditionalinternationaltradeliesinitsuncertainty.ItisnotdifficultforustounderstandthatthemaintenanceandtheestablishmentofcustomerconnectiononCross-borderE-commerceplatformsisamorecomplicatedprocessthanintraditionalinternationaltrade.However,customermaintenanceisthekeytoCross-borderE-commerce.Accordingtothestudy,thecostofdevelopinganewcustomerisfivetimesasthatofretaininganoldone.SohowdowemaintaincustomerrelationshipsandestablishacloseconnectionwithourcustomersonCross-borderE-commerceplatforms?ThisrequiresustoconsiderthebasisofCross-borderE-commerceplatform,andcarryoutthefollowingactivities:PART2PassageReading1.Collectcustomerinformation,buildcustomerdatabase

Sellersshouldcollectdetailedinformationoncustomers'personalinformation,purchasehistory,buyingpreferencesandconcerns.Theseareall“clues”thatcanhelpsellersunderstandthecustomer'spreferences.Afterknowingthese,thesellercanprovidecustomerswithpersonalizedservice.1PART2PassageReadingMaintainregularcontactwitholdcustomers

Inordertoretainandmaintaingoodrelationshipswithcustomer,manyCross-borderE-commercesellerswillsende-mailorcardstocustomersonholidaysorcustomers’birthday.Itcanchangethebusinessrelationshipintofriendrelationship,andhelpthesellerstofollowupwiththecustomers.PART2PassageReading2Replyoldcustomers’emailwithoutdelay

Oldcustomer’emailmustberepliedonthesameday.Ifyouencounteracomplicatedproblem,andcannotreplyonthesamedaywithoutthecooperationfromothersides,wemustpromptlyinformthecustomer.Forexample:“Mailreceived,andisbeingprocessed”.Evenso,youmustreplythatcustomernomorethanthreedayslater.PART2PassageReading3EnsureproductqualityProductsmustgothroughstrictqualityinspectionandthequalityofproductsmustbeensured.Onlythequalityisensuredwillthecompanydevelopbetter,andthecustomerswillrepurchasethesehigh-qualityandinexpensiveproducts.Overtime,itwillformapositive“ecologicalcircle”.PART2PassageReading4Payoldcustomersareturnvisitregularly

Theso-calledreturnvisitistheplannedtrackingservicetooldcustomers.Itcanbeanemail,invitingtheoldcustomerstogivefeedbackabouttherecentqualityandserviceofproductsandothersuggestions.Inshort,theaimistoletbuyersknowthatthesellerisreallybuyer-centered,andwantthebuyerstohaveabettershoppingexperienceinthefuture.PART2PassageReading5NewWordspreliminary[prɪˈlɪmɪnəri]adj.

1NewWordhappeningbeforeamoreimportantactionorevent初步的；预备的

e.g.Ⅰ)Theyrefusedtonegotiateunlessthreepreliminaryrequirementsweremet.如果三项先决条件得不到满足，他们就拒绝谈判。

Ⅱ)Hereisourpreliminaryanalysisofthenewsalesplan.这是我们对新销售计划的初步分析。返回characteristic[ˌkærəktəˈrɪstɪk]n.01NewWord2atypicalfeatureorqualitythatsb/sthhas特征；特点；品质e.g.Ⅰ)Theneedtocommunicateisakeycharacteristicofhumansociety.

需要交流是人类社会一个重要的特征。Ⅱ)Thetwogroupsofproductshavequitedifferentcharacteristics.

这两组产品具有截然不同的特点返回identify[aɪˈdentɪfaɪ]v.NewWord3torecognizesb/sthandbeabletosaywhoorwhattheyare确认；认出；鉴定

e.g.Ⅰ)Pleaseidentifytheregisteredtrademark.

请认明注册商标。Ⅱ)Thebankwillnotchangethechequeunlessyouareabletoidentifyyourself.

除非你能证明你的身份，否则银行不会兑换你这张支票。返回intuitive

[ɪnˈtju:ɪtɪv]adj.NewWord4obtainedbyusingyourfeelingsratherthanbyconsideringthefacts直观的；直觉的

e.g.Ⅰ)Itisaveryintuitiveandnaturalwaytocontrolthecar.

这是一种非常直观且自然的方式来控制汽车。Ⅱ)Thisblue-backlightLCDdisplayenablesalloperationsmoreintuitive.

这种蓝色背光液晶显示器使各种操作更加直观。返回uncertainty

[ʌnˈsɜ:tnti]n.

5NewWordsomethingthatyoucannotbesureabout;asituationthatcausesyoutobeorfeeluncertain拿不定的事；令人无把握的局面

e.g.Ⅰ)Uncertaintyisadiscouragementtoinvestment.不确定性令投资者裹足不前。Ⅱ)Theuncertaintycreatedbythissituationmustbeconfusingforyou.

这种局面所造成的不确定性肯定让你感到困惑。返回maintenance

[ˈmeɪntənəns]n.01NewWord6theactofmakingastateorsituationcontinue维持；保持

e.g.Ⅰ)Themaintenanceofinternationalpeacemattersalot.维护世界和平事关重要。Ⅱ)Thisapproachreducesmaintenancecostsforbothmanualandautomatedtesting.这种方法减少了人工和自动检测的维护成本。返回

preference

[hju:ˈmɪdəti]n.NewWord7agreaterinterestinordesireforsb/sththansb/sthelse偏爱；爱好；喜爱e.g.Ⅰ)IhaveastrongpreferenceforChineseproducts.我对中国产品有强烈的偏爱。Ⅱ)Manypeopleexpressedastrongpreferenceforshoppingonline.许多人强烈表示喜欢上网购物。返回personalized[ˈpəːs(ə)n(ə)lʌɪzd]adj.NewWord8madeforordirectedoradjustedtoaparticularindividual个性化的

e.g.Ⅰ)Ouronlinestoreprovidesahighlypersonalizedservice.我们的在线商店提供高度个性化的服务。Ⅱ)Thepersonalizedluggageismadetoourownexactingspecifications.这个个性化的行李箱是按照我们自己严格的规格要求定制的。返回encounter

[ɪnˈkaʊntə(r)]v.9NewWordtoexperiencesth,especiallysthunpleasantordifficult,whileyouaretryingtodosthelse遭遇，遇到（尤指令人不快或困难的事）

e.g.Ⅰ)Everydayofourlivesweencounterstressesofonekindoranother.我们在每天的生活中会面临这样或那样的压力。Ⅱ)Ifyouundertaketheproject,youareboundtoencounterdifficulties.如果你承接这项工程的话，免不了会遇到许多困难。返回Phrases&Expressionsbaseon基于01P&E

e.g.Ⅰ)Cooperationisbasedonmutualtrust.合作建立在互相信任的基础上。Ⅱ)

Judgmentshouldbebasedonfacts.判断应以事实为依据。Phrases&Expressions01P&E02addedvalue附加值

e.g.Ⅰ)Wewilladjustthestructureofexportcommoditiestoraisetheiraddedvalue.我们将调整出口商品结构以提高商品附加值。Ⅱ)

Addedvalueandefficientproductionisbecomingacoreobjectiveforsmallandmedium-sizedproducersinChina.附加值和高效率生产正成为中国中小型生产商的核心目标。Phrases&ExpressionsP&E03liein位于；在于

e.g.Ⅰ)Therealstrengthsandweaknessesofanenterpriselieintheplans.一家企业真正的优势和劣势在于计划。Ⅱ)

Diligenceleadstosuccesswhilefailureliesinlaziness.勤奋通往成功而失败在于懒惰。Phrases&ExpressionsP&E04ecologicalcircle生态圈Phrases&Expressionsreturnvisit回访05P&E

e.g.Ⅰ)Theshopisworthareturnvisit.这家商店值得再次光顾。Ⅱ)

Thereturnvisittotheoldcustomersisessentialandeffective.对老客户的回访上必要且有效的。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1WhyisitmorecomplicatedtomaintainandestablishcustomerconnectiononCross-borderE-commerceplatformsthanintraditionalinternationaltrade?2Whatinformationcansellercollectaboutcustomer?3Whatcansellerdotomaintainregularcontactwitholdcustomers?Task21.Thefutureisfullof____________andpossibilities.2.Wealwaystryourbesttoprovideyouwith______________productsandservicestoachievemutualbenefits.3.Retailinginthefuturewillemphasizemoreandmoreon___________andconvenience.4.___________talk(s)onthefutureoftheInternationalbusinessbeganyesterday.5.Theimportanceofnaturalfoodtothe______________ofhealthcan’tbeignored.6.Personal________________,suchasage,sexandmaritalstatusaretakenintoaccount.7.TheCompanycaresabouttheproblemsanddifficultiestheemployees___________duringtheirworkandleisuretime.8.Thetestshould________whichsmokersaremostpronetodeveloplungcancer.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.

uncertainties

personalized

added

value

Preliminaryl

maintenance

characteristics

encounter

identifyTask31.说了几句开场白之后，他即宣布优胜者名单。(preliminary)______________________________________________________________2.你在工作中会不可避免地遇到困难。(encounter)______________________________________________________________3.我们商店可以给您更个性化的体验。(personalized)_____________________________________________________________4.经济和政治风险加剧了市场的不确定性。(uncertainty)___________________________________________________________5.抗衰老是我们这款面霜的主要特点。(characteristic)____________________________________________________________6.瑞士以其高质量高附加值的产品著称于世界。(addedvalue)____________________________________________________________TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.Afterafewpreliminaryremarksheannouncedthewinners.

You

would

inevitably

encounter

difficulties

in

your

work.

Ourstore

can

give

you

a

more

personalized

experience.Economic

and

political

risks

fuel

uncertainty.

Anti-agingisthemaincharacteristicofourfacialcream.Switzerland

earns

a

good

reputation

of

its

high

quality

added

valueproducts.PARTTHERERealCaseAnalysis沟通交流最重要的作用之一就是建立良好的业务关系，这需要卖家们平时多和买家沟通，把握各种机会给买家发送可以增进感情的友好邮件。纂写友好邮件或信息耗费的精力和费用微乎其微，但它们却能巩固现有的老客户关系，甚至创造新的商机，提高客户重复购买率。

PART3Mini-Project成交过大货单的老客户是必须要去主动维系的，利用客户生日、节假日等机会发送祝福信息，利用店铺活动、新品推送等机会发送折扣信息和优惠券等。在维系、跟进这些客户的过程中把握创造新单的机会。设置称呼时，使用“you”而不是“allcustomers”（各位顾客）或“everyone”（所有人）来增加人情味。写邮件的口吻要像是你在和一个人讲话那样，因为每次只有一个人在读你的邮件。PART3Mini-Project非节假日问候老客户的主要目的是加深客户对有过购物经历的店铺的印象。同时，卖家在问候信中推荐最近的新品或者介绍店铺的最新优惠活动。用对老客户的一句简短问候作为结尾，以增添亲切感。1Sample1老客户日常问候模板Dearxxx,

Howhaveyoubeen?Youhavenotvisitedourstoreforalongtime.Wehavereleasedmanyhigh-qualitynewproductsrecently,weexpectyoutocome!

Maythejobandhappinessaroundyoutodayandalways.

Yourssincerely,

xxx节假日的真诚问候是卖家用来维系客户关系的重要方式，可以给客户留下深刻的印象。卖家在问候信中可以给客户提供节假日的特别折扣或是节假日小礼物，这些举动都会使客户深为感动。2Sample2老客户节假日问候模板Dearxxx,

ChristmasDayiscomingsoon.Wehavepreparedaspecialgiftcardforyoutoexpressoursincerewishes.Besides,youwillenjoy20%offandfreeshippingfortheChristmasSeason.Weareherewaitingforyou!

Ihopeyouhavegoodweatherandanenjoyabletime!

Yourssincerely,

xxx

在店铺活动期间，卖家可以主动联系新老客户推荐关联产品信息，刺激产品销售。下面的卖家在推送店铺活动时，行文直截了当、直入主题。首先说明店铺优惠活动是因为三周年店庆，随后简洁明了地介绍店铺的优惠力度。结尾处再次承诺愿随时为对方服务。3Sample3向客户推送店铺活动Dearcustomer,

Our3rdAnniversarySalestartsfromOctober1stto7th.Visitusandyouwillenjoy30%offfortheentireshop.Besides,youwillalsogetanadditional10%offifyouspendUSD500ormore.

Pleasefeelfreetocontactusifyouhaveanyquestions.Havealovelyday!

Yoursfaithfully,

xxx借助优惠券引导客户再次下单可以有效提高产品的销量。卖家表达了对客户一直以来支持店铺的诚挚感谢，并送上8折优惠券，应注意优惠券的力度一定要对客户有足够的吸引力。4Sample4向老客户回馈优惠券模板Dearfriend,

Thanksforyourcontinuoussupportforourstore.Hereisourgifttoyou.Pleaseapplythe20%couponinyournextpurchase.

BestWishes,

xxx卖家向老客户推送新产品时要切记，买家的兴趣不在于你所销售的产品或服务，而在于他们作为老客户会如何从中受益。在下面的新品推送邮件中，卖家首先强调新品数量有限，再突出老客户可以打8折，这些卖点针对性强，有助于推动老客户再次下单。5Sample5向老客户推送新产品模板Dearfriend,

Ourstorewilladdnewstylessoonwhichareonlyavailableinsuper-limitedquantities.Youcanenjoyanadditional20%offforthenewarrivalssinceyouaretheregularcustomerofourstore.Don’tmissthechance!Seewhat’snewinourstore!

Wearejusthereforyou.

Yourstruly,

xxx卖家向新客户推送产品时，应设法让其对所推销的产品或服务产生购买欲望。要做到这一点，就要向潜在客户指出自身在行业内的丰富经验、产品或服务的优点。如果客户对产品一无所知，那卖家就必须附上店铺网址和最新产品目录以便潜在客户进一步了解。6Sample6向新客户推送产品模板DearManager,

Weareahandmadeglovesupplierforover10yearsinGuangzhou,andwesupplyhandmadeglovesinavarietyofnaturalleatherswithgoodqualityandpriceinEurope&U.S.

Youcanfindfulldetailsonourcomprehensivewebsite:XXXXXX.Ifyouareinterestedin,Iwillsendourlatestcataloguetoyou.

Ilookforwardtohearingfromyou.

BestRegards,

xxx1.Thanksforyourcontinuoussupportforourstore.______________________________________________________________2.Youcanenjoyanadditional20%offforthenewarrivalssinceyouaretheregularcustomerofourstore.

______________________________________________________________3.Ifyouareinterestedinouritems,Iwillsendourlatestcataloguetoyou._____________________________________________________________4.Ibelievesomeitemswillbeofinteresttoyou.________________________________