跨境基础及电商1Chapter 4-Customer Service of Cross-border E-commerce

Chapter4跨境电商实用英语Chapter4CustomerServiceofCross-borderE-commerce03Mini-Project02PassageReading01Warming-up目录CONTENSTAfterstudyingthischapter,youareexpectedto:AcquirebasicknowledgeaboutcustomerserviceofCross-borderE-commerceKnowtheimportanceofpre-saleservices,on-saleservicesandafter-salesservicesofCross-borderE-commerceKnowtheprofessionalabilitiesandskillsrequiredforthecustomerservicestaffofCross-borderE-commerceLearnwordsandexpressionsconcerningtalkingaboutaboveissuesCultivatetheprofessionalspiritofcustomerservicepositionsLearningGoalsChapter4PARTONE/Warming-up01TaskWorkingroups.Lookatwhatthefollowingpeoplesayordoandexpressyourownopinionswithyourgroupmembers.Trytorelatetoyourpersonalexperience.Lucyhasdecidednottobuyproductsagainfromtheonlineshopwhichsheusedtovisitoften.Becausewhensheaskedsomequestionsabouttheproductssheintendedtobuy,shewouldwaitformorethantwodaystoreceiveareply.Thatmakesherfeelbad.Oneofmyfriendswhorunsanonlineshiponcesaid,“Thecostofdevelopinganewcustomerisfivetimesasmuchasthatofretaininganoldone.”ABChapter4PARTTWO/PassageReading02CustomerServiceofCross-borderE-commercePlatformsCustomerserviceisthesupportyouofferyourcustomersbothbeforeandaftertheybuyyourproductthathelpsthemhaveaneasyandenjoyableexperiencewithyou.It’smorethanjustprovidinganswers;it’sanimportantpartofthepromiseyourbrandmakestoitscustomers.Andit’scriticaltothesuccessofyourbusiness.ItisapositionintheCross-borderE-commerceenterprise,whereonecanreachthemostcustomers.Thequalityofcustomerservicedirectlyinfluenceswhethertheconsumerswillbuyornot.ThecustomerserviceoftheCross-borderE-commerceinvolves:Pre-salecustomerservicePre-salecustomerserviceissales-orientedandprovidedforthebuyerswhomakeinquiriesaboutproductsbeforeplacingorders.Pre-salecustomerservicegivesinformationaboutpurchaseprocedures,productintroductions,paymentmethods,logisticsmodesandshippingchargesetc.,allofwhichhaveagreatdealtodowiththetransactionconversionrate.After-salescustomerserviceAfter-salescustomerserviceisprovidedforcustomerswho,afterhavingplacedorders,makeinquiriesaboutorders,theanticipatedarrivaltimeofparcels,andproductserviceetc.Ithasmuchtodowiththeimprovementofproductcategoryandquality,thecustomerexperience,therepeatpurchaserate,thereturnedpurchaserate,thedisputerateetc.Theproblemsfacedintheafter-salescustomerservicearemainlythedelayofgoods,theinconformitybetweengoodsanditsdescription,andthemoderateandbadcomments.Initiativeafter-salesinquiryTaketheinitiativetokeepcustomersinformed,aftersales,ofsomeimportantinformation,forexample,totellcustomerswhetherthepaymentissuccessfulornot,whethertheirordershavebeenconfirmedorprocessed,wheretheirgoodshavebeensent,whatnewandbest-sellingproductsareputonshelves,andwhatmarketingactivitieswillbelaunchedintheshop.Intheaspectofcustomerservice,bothAliExpressandDHgatehavethecompleteprotocolsanddisputeshandlingsystems,helpingsettlethedisputesbetweensellersandbuyers.Intheaspectofpre-deliveryprotocol,AliExpressallowsthebuyerstocanceltheordersaftertheorderspaidsuccessfullyandbeforethesellersdeliverthegoods,itismorefavorableforbuyers.ButthebuyersoftheDHgatejustcancanceltheordersafter24hourstheypaytheorderssuccessfully,anditismorefavorableforsellers.Intheaspectofdeliveryprotocol,ifthesellers’promising-delivery-timeislessthan5days,buyerscanapplyforrefundsassoonasthesellersdelivergoods;ifthesellers’promising-delivery-timeisnolessthan5days,buyerscanapplyforrefundsafter5daysafterthesellersdelivergoods.DHgateallowsthebuyerstoapplyforrefundsin4-120daysafterthesellersdeliverthegoods.BothofAliExpressandDHgateassuretherightsofthebuyers.Intheaspectofplatformsinterveningdisputes,underthecircumstanceofbothofbuyersandsellerscannotreachanagreement,thesystemwillcommitthedisputestotheAliExpresstoadjudicate16daysafterthedisputeroseautomatically,AliExpresswillhandlethedisputesin2workingdays.ButtheDHgatedisputes-automatic-commit-timeis11daysafterthedisputearose,itismoreefficientthantheAliExpress.Intermsofcustomercommunicationchannels,theAliExpressprovidesthestationletter,emailandtheinstantchattingsoftwareTradeManager,theDHgateprovidesthestationletter,emailandtheDHgateCommunicationsoftware.DHgatealsocansetsub-accountsbasedonthemainaccount,andgivethemdifferentrights,sotheycanhelpthemainaccountservethecustomersbetter.Intermsoftheshopcreditratingsystem,thecreditlevelofAliExpressisdividedinto15levels,andeachlevelisclearlyrepresentedbytheratingsignscombinedbymedal,diamondorcrown.ThecreditlevelofDHgateisdividedinto4levels:top,perfect,standardandlower-standard,onlythetopandtheperfectlevelhastheappropriatesign.ThereforetheAliExpresshasmorecompletecreditsystem.Inaddition,DHgatehastheForeignBuyblock,anditcandisplaytherequestsofthecustomersandconnectthecustomerswiththesellers.跨界电商平台的客户服务所谓客户服务（以下简称客服），指的是为了让客户享受到轻松愉快的购物过程而在售前和售后为他们提供的服务。这不仅仅是回答客户提出的疑问那么简单，而是品牌商家对客户作出承诺的重要组成部分，因此，客服的质量对于商家生意的成功与否是至关重要的。对于跨境电商企业来说，客服能直接接触到最广大范围的买家，因此，客服质量的优劣将直接影响买家是否会最终下单。跨境电商的客户服务包括：售前服务：指的是在顾客下单前针对他们提出的咨询而提供的服务，其最终目的是促成顾客下单。此服务主要包括就商品的购买流程，基本情况，付款方式，物流方式及运费等咨询提供信息，这些都和商家的成交率息息相关。售后服务：指的是在顾客下单后针对他们提出的订单业务、预计收货时间及产品售后服务等咨询而提供的服务。此服务在完善商品分类、改进商品质量、为顾客提供愉快的购物体验、提高重复购买率、降低退货率和纠纷率等方面是至关重要的。售后服务主要处理的是卖家发货超时，商品信息描述不符及中评、差评等问题。主动售后回访：指的是商家在售后主动联系顾客并告知一些重要信息，例如通知顾客支付成功与否，所下的订单是否已经由商家确认或处理，商品是否已经发货，店铺新上了哪些新款或畅销的商品，以及即将推出的促销活动等。

就客户服务方面而言，全球速卖通和敦煌网都有一套完整的规则和纠纷处理系统来帮助买卖双方解决纠纷：根据速卖通对订单超时情况的规定，自买家付款成功之时起到卖家发货前，买家可申请取消订单，这一规定有利于买家；而在敦煌网下单的买家，只能在付款成功24小时之后才可以取消订单，显然这一规定更有利于卖家。订单超时规定中还声明，自卖家声明全部发货后，若卖家承诺的运达时间小于5天（自然日，如无特殊说明外，下同），则在卖家发货后买家就可以申请退款，若卖家承诺的运达时间大于等于5天则在卖家发货后的10天后买家可以申请退款。而敦煌网的规定中则表明在卖家发货后的4-120天内，买家都可按照规定中的条款申请退款。由此可见，这两个电商平台都确保了广大买家的权益。倘若交易双方无法就纠纷协商一致，届时交易平台将会介入。全球速卖通的纠纷处理系统将会在此纠纷被提交系统后的第16天介入仲裁，并在2个工作日内进行裁定。而敦煌网的纠纷介入是在纠纷发生后的第11天，因此在处理纠纷上面比速卖通更高效。而就沟通交流渠道而言，速卖通主要是通过站内信、电子邮件和网站即时聊天工具TradeManager来与买家进行交流；而敦煌网也是通过站内信、电子邮件和网站即时交流软件来实现的。此外，卖家可以在敦煌网开通子账号功能，通过赋予子账号不同的功能，从而辅助主账号更好地服务于客户。全球速卖通交易评价等级体系总共分为15个等级，并采用比较直观的勋章、钻石、皇冠来表示买卖双方的评价等级。敦煌网则是用顶级商户、优秀商户、标准商户和低于标准商户四个级别来对其平台的商户进行信用评价，其中只有顶级商户和优秀商户是有标识展示的。可见，速卖通的等级评价系统更加完善。但另一方面，敦煌网有海外求购这一增值服务，买家可以在这里发布自己的产品需求，从而建立起买卖双方的有效联系。NewWordsconversion/kənˈvɜ:ʃn/n.1achangeintheunitsorformofanexpression转化；转换e.g.I)Currency-conversioncostsremainoneofthebiggestobstaclestocross-bordertrade.货币兑换成本仍是跨境贸易的最大障碍之一。

II)Wasteconversionisapartoftheproductionprocess.废物处理是生产过程的一部分。2anticipate/ænˈtɪsɪpeɪt/v.regardsomethingasprobableorlikely预期e.g.I)Ianticipatederivingmuchinstructionfromthelecture.我期望从讲座中获得很多指导。

II)Thecompanyneglectstofocusonthecustomeranddoesnotanticipatewhatwillbeneededinthefuture.这家公司忽视了对客户的关注，并且没有预测未来的需求。3parcel/ˈpɑ:sl/n.awrappedcontainer包裹e.g.I)Theparcelwassentexpress.这件包裹是以快递邮寄的。

II)Hastheparcelbeenclearedwiththeborderpoliceyet?这个包裹通过边防警察的检查了吗？4inconformity/'ɪnkən'fɔ:mɪtɪ/n.lackofconformity;irregularity不一致e.g.I)Theplanwasmadeinconformitywithhisviews.这个计划和他所想的不一致。

II)Theterm“salesreturn”referstothereturnofgoodssoldbyanenterprisebecauseofthegoods’poorqualityorinconformitywiththerequiredtype,orforotherreasons.销售退回是指企业售出的商品由于质量低劣、品种不符合要求或其他原因而发生的退货。5moderate/ˈmɒdərət/adj.beingwithinreasonableoraveragelimits;notexcessiveorextreme适度的；中等的e.g.I)Thehotelconsistsof25comfortableguestroomseachrepresentingexcellentvalueataverymoderateprice.这家酒店由25间舒适的客房组成，每间客房的价格都非常实惠。

II)Thecompanyiswillingtoprovidecustomerswithqualityproductsandservices,aswellasmoderateprice.这家公司愿为客户提供优质的产品和服务，以及适中的价格。6protocol/ˈprəʊtəkɒl/n.codeofcorrectconduct协议e.g.I)Theywilldecideontheprotocolrelatingtotheexchangeofcommoditiesfortheyear.他们将决定有关这一年的商品交换议定书。

II)Thisisaverysecureandreliableprotocolthatprovidesend-to-endsecuritysessionsbetweentwoparties.这是一项非常安全、可靠的协议，它为双方提供了端对端安全会话。7intervene/ˌɪntəˈvi:n/v.getinvolved,soastoalterorhinderanaction,orthroughforceorthreatofforce干预；介入；调停e.g.I)Thegovernmentisdoingnothingtointerveneinthecrisis.政府在这场危机中没有采取任何干预措施。

II)Don’tinterveneintheaffairsofanothercountry.不要干涉他国事务。8adjudicate/əˈdʒu:dɪkeɪt/v.bringtoanend;settleconclusively判决；裁定e.g.I)TheInternationalCourtofJusticemightbeasuitableplacetoadjudicateclaims.国际法庭或许是对所有权做出裁决的合适之地。

II)Theministercouldnotadjudicateinsuchanissue.部长不能对这样一个问题做出裁决。9crown/kraʊn/n.anobjectintheshapeofacircle,usuallymadeofgoldandpreciousstones,thatakingorqueenwearsonhisorherheadonofficialoccasions王冠e.g.I)Thecrownwassetwithpreciousjewels—diamonds,rubiesandemeralds.王冠上镶嵌着稀世珍宝——钻石、红宝石和绿宝石。

II)Yourclothes,yourpearlsandyourjewels,orevenyourgoldencrown,arenothingtome.你的衣服，你的珍珠、宝石，甚至金冠，对我来说都毫无意义。10block/blɒk/n.theactofobstructingordeflectingsomeone’smovements阻碍；障碍物e.g.I)Thequestionofqualityprovedamajorstumblingblocktoagreement.结果证明质量问题是达成协议的主要障碍。

II)Thereisablockinthepipeandthewatercannotflowaway.管子里有阻塞物，水流不出去。Phrases&Expressions1e.g.I)Thepre-saleofcommercialhousingbecomestheprimaryformoftransaction.商品房预售成为主要的交易方式。

II)Ourcompanyhasstrictmanagementsystem,completequalityguaranteesystemandfinepre-salesystem.我们公司有严格的管理制度、完善的质量保证体系和精细的售前制度。pre-sale预售；售前2e.g.I)Hissuccesshasagreatdealtodowithhishardwork.他的成功与他的努力工作有很大关系。

II)Thecustomersatisfactionhasagreatdealtodowiththelogisticsspeed.客户满意度与物流速度有很大关系。haveagreatdealtodowith和……有很大关系3e.g.I)Theafter-salesserviceworkerwillarriveatthedestinationwithin24hours.售后服务人员将于24小时内到达目的地。

II)Theafter-salesservicenetworkofthecompanyhasspreadnationwide.公司售后服务网络遍布全国。after-sales售后Task1Workinpairs.Readthepassageandanswerthefollowingquestions.1

WhatareinvolvedinthecustomerserviceofCross-borderE-commerce?2

Whatarethemainproblemsthattheafter-salescustomerservicemayface?3

InwhichaspectisDHgatemoreefficientthanAliExpress?Task1Workinpairs.Readthepassageandanswerthefollowingquestions.1

WhatareinvolvedinthecustomerserviceofCross-borderE-commerce?Pre-salecustomerservice,after-salecustomerserviceandinitiativeafter-saleinquiry.Task1Workinpairs.Readthepassageandanswerthefollowingquestions.2

Whatarethemainproblemsthattheafter-salescustomerservicemayface?Thedelayofgoods,theinconformitybetweengoodsanditsdescription,andthemoderateandbadcomments.Task1Workinpairs.Readthepassageandanswerthefollowingquestions.3

InwhichaspectisDHgatemoreefficientthanAliExpress?TheDHgatedisputes-automatic-commit-timeis11daysafterthedisputearose,itismoreefficientthantheAliExpress.Task2Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.1

The_________wasenchasedwithgoldandsilver.2

DenmarkisapartytotheKyoto_________andwillremainso.3

Hehadalargebrownpaper_________underhisleftarm.4

Thesecurityforceshadto_________ topreventthesituationworsening.crownparcelafter-salemoderateblockanticipateinterveneprotocolcrownProtocolparcelinterveneCompletethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.5

Howevertheindustryoftenconcentratesontheimprovementofproductivityandsalesbutneglectthemaintenanceofcustomers,namelythe_________eservices.6

I_________hisarrivalatfouro’clock.7

TheWallStreetisexpectinga_________salesincreasethisseason.8

Thecarsuccessfullybypassedthe_________.crownparcelafter-salemoderateblockanticipa