本次分享主要是圍繞客服的崗位職責(zé)及作用、買(mǎi)家會(huì)話運(yùn)營(yíng)（場(chǎng)景營(yíng)銷(xiāo)）、客戶關(guān)懷一客服話術(shù)、雙 11 大促客戶營(yíng)銷(xiāo)觸達(dá)以及建立客服工作反饋機(jī)制這五個(gè)課程重點(diǎn)來(lái)開(kāi)展的。如何設(shè)立客服子賬號(hào)分流？設(shè)置客服工作反饋機(jī)制是什么？

一、 客服的崗位職責(zé)及作用

1、客服的崗位職責(zé)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(shí)回復(fù)客戶的疑問(wèn)，可以讓客戶及時(shí)了解需要的內(nèi)容從而促成交易。

提高客戶回頭率：客戶會(huì)比較傾向于選擇他所熟悉和了解的賣(mài)家，從而提高了客戶再次購(gòu)率。

更好的服務(wù)客戶：可以給客戶提供更多的購(gòu)物建議，更完善的解答客戶的疑問(wèn)，更快速的對(duì)買(mǎi)家售后問(wèn)題給予反饋，從而更好的服務(wù)

二、 買(mǎi)家會(huì)話運(yùn)營(yíng)（場(chǎng)景營(yíng)銷(xiāo)）

1、買(mǎi)家會(huì)話運(yùn)營(yíng)-如何提高售前咨詢用戶？WHY??

店鋪/詳情頁(yè)流量跳失高，用戶進(jìn)行店鋪無(wú)行為后進(jìn)入流失概率大，流量白白浪費(fèi)；

建立溝通的用戶價(jià)值高，通過(guò)買(mǎi)家會(huì)話咨詢/溝通用戶購(gòu)買(mǎi)轉(zhuǎn)化率是未溝通用戶的近 3 倍，客單價(jià)是近 2 倍

HOW??

通過(guò)詳情頁(yè)或主圖懸掛 banner 方式引導(dǎo)用戶進(jìn)行咨詢；

用戶權(quán)益激勵(lì)引導(dǎo)，例如優(yōu)惠券或小禮品方式進(jìn)行引導(dǎo)；

2、買(mǎi)家會(huì)話運(yùn)營(yíng)-如何提升接待效率

3、買(mǎi)家會(huì)話運(yùn)營(yíng)-如何提升接待效率？

設(shè)置子賬號(hào)：客服消息售前/售后進(jìn)行分流

客服子賬號(hào)分流管理一期功能支持售前/售后進(jìn)行分流。

售后定義：買(mǎi)家端從訂單 list、訂單詳情、糾紛場(chǎng)景發(fā)起買(mǎi)家會(huì)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(mǎi)家會(huì)話運(yùn)營(yíng)-子賬號(hào)權(quán)限介紹

主賬號(hào)可以看到所有子賬號(hào)的產(chǎn)品，訂單和站內(nèi)信；子帳號(hào)有自己獨(dú)立的帳號(hào) ID 和密碼，可以用來(lái)登陸速賣(mài)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(duì)應(yīng)產(chǎn)品的站內(nèi)信。但子帳號(hào)無(wú)法進(jìn)行收款、提現(xiàn)、商鋪管理等操作;子賬號(hào)無(wú)法報(bào)名營(yíng)銷(xiāo)活動(dòng)。

5、買(mǎi)家會(huì)話運(yùn)營(yíng)-會(huì)話標(biāo)記功能

? 黃色標(biāo)記：補(bǔ)發(fā)訂單需要給客人發(fā)新單號(hào)；

? 藍(lán)色標(biāo)記：大單客人/老客戶訂單持續(xù)跟進(jìn)（物流&售后追蹤等）；

? 綠色標(biāo)記：訂單退款，通過(guò)客服或 paypal 等；

? 紅色標(biāo)記：產(chǎn)品的質(zhì)量問(wèn)題，需要定期記錄匯報(bào)；

? 紫色標(biāo)記：物流糾紛給客人退款，后續(xù)到貨催客人付款；

6、買(mǎi)家會(huì)話運(yùn)營(yíng)-會(huì)話標(biāo)記功能

1）自動(dòng)回復(fù)設(shè)置的好處

可在店鋪無(wú)人值班或者假期時(shí)間協(xié)助店鋪進(jìn)行店鋪接待，可有效提高店鋪回復(fù)率，同時(shí)提高在無(wú)人值守階段店鋪的自然成交及轉(zhuǎn)化；目前已設(shè)置自動(dòng)回復(fù)商家在回復(fù)率上遠(yuǎn)遠(yuǎn)超過(guò)未設(shè)置的商家，同時(shí)店鋪滿意度以及成交轉(zhuǎn)化率上均有提升，未設(shè)置的請(qǐng)抓緊時(shí)間設(shè)置；

2）自動(dòng)回復(fù)設(shè)置規(guī)則：

在近 24 小時(shí)內(nèi)，若買(mǎi)家第一次發(fā)送消息，其將收到在此處設(shè)置的自動(dòng)回復(fù)；開(kāi)啟或關(guān)閉：自動(dòng)回復(fù)內(nèi)容為空狀態(tài)下或有內(nèi)容但未勾選自動(dòng)回復(fù)處于關(guān)閉狀態(tài)，自動(dòng)回復(fù)

3）備注：

自動(dòng)回復(fù)后，消息仍然是未讀狀態(tài)。

7、買(mǎi)家會(huì)話運(yùn)營(yíng)-自動(dòng)回復(fù)/關(guān)鍵詞回復(fù)設(shè)置

1）自動(dòng)回復(fù)：

常規(guī)自動(dòng)回復(fù)設(shè)置，點(diǎn)擊右側(cè)開(kāi)啟按鈕，輸入自動(dòng)回復(fù)該自動(dòng)回復(fù)定位店鋪歡迎語(yǔ)功能

2）關(guān)鍵詞回復(fù)

勾選“添加關(guān)鍵詞按鈕”->點(diǎn)擊添加按鈕

3）TIPS：

彈窗內(nèi) “關(guān)聯(lián)內(nèi)容”輸入關(guān)鍵詞或短句，請(qǐng)盡量簡(jiǎn)短僅限 300 個(gè)字符以內(nèi); 回復(fù)內(nèi)容設(shè)置可支持 文本、圖片、優(yōu)惠券三種類(lèi)型，單一關(guān)鍵詞回復(fù)僅支持一種類(lèi)型；

添加若干（最少 3 個(gè)，最多 9 個(gè)）關(guān)鍵詞后可在右上角看到相應(yīng)整體自動(dòng)回復(fù)預(yù)覽狀態(tài)，點(diǎn)擊最下方保存按鈕，即可上線 自動(dòng)回復(fù)；

8、買(mǎi)家會(huì)話運(yùn)營(yíng)-自動(dòng)回復(fù)/關(guān)鍵詞回復(fù)設(shè)置

1）自動(dòng)回復(fù)模板（建議是店鋪歡迎語(yǔ)）：

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(guān)鍵詞回復(fù)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(wèn)題）：

關(guān)鍵詞 1：Coupon/Discount

關(guān)鍵詞 2：About the COVID-19

關(guān)鍵詞 3：When will the parcel be shipped ?

關(guān)鍵詞 4：Order Cancel

關(guān)鍵詞 5：About the Refund

關(guān)鍵詞 6：Why the tracking information did not update anymore?

關(guān)鍵詞 7：Product not received

關(guān)鍵詞 8：高頻的產(chǎn)品售前問(wèn)題

關(guān)鍵詞 9：大促/活動(dòng)期間的產(chǎn)品介紹

9、買(mǎi)家會(huì)話運(yùn)營(yíng)-雙 11 大促客戶營(yíng)銷(xiāo)觸達(dá)

1）買(mǎi)家會(huì)話大促期間能做什么？

2）買(mǎi)家會(huì)話雙 11 大促批量觸達(dá)功能策略

核心要點(diǎn)：在正確的時(shí)間，對(duì)正確的人，用正確的策略，每天進(jìn)行觸達(dá)。

三、 客戶關(guān)懷一客服話術(shù)

1、客戶關(guān)懷-話術(shù)準(zhǔn)備

售前：產(chǎn)品咨詢、物流渠道、時(shí)效、關(guān)稅、低申報(bào)、價(jià)格、禮物

售中：產(chǎn)品缺貨和超賣(mài)、未能及時(shí)發(fā)貨、物流信息詢問(wèn)、物流清關(guān)問(wèn)題、承諾時(shí)效問(wèn)題、妥投失敗問(wèn)題

售后：使用問(wèn)題、產(chǎn)品問(wèn)題、不符合客戶預(yù)期、關(guān)稅支付后遺癥、貨物短裝，錯(cuò)發(fā)

2、客戶話術(shù)-催發(fā)貨

催發(fā)貨___大促期間的催單回復(fù)

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(shù)-物流問(wèn)題

包裹到達(dá)當(dāng)?shù)剜]局，請(qǐng)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(dá)待取時(shí)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(wú)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(shù)-訂單分包裹

產(chǎn)品由于重量和物流限制導(dǎo)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(shù)-關(guān)稅問(wèn)題

關(guān)稅問(wèn)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(shù)-產(chǎn)品破損

產(chǎn)品破損___向客人要照片確認(rèn)（照片可以直接確認(rèn)的類(lèi)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(shù)-售后退款

訂單退款跟客人解釋退款到賬時(shí)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(jī)制

1、后臺(tái)數(shù)據(jù)查詢

客服績(jī)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(yàn)，提升詢單轉(zhuǎn)化率

批量觸達(dá)工具：在買(mǎi)家會(huì)話側(cè)增加批量觸達(dá)入口，幫助商家更便捷客戶運(yùn)營(yíng)，提升客戶運(yùn)營(yíng)效率，促進(jìn)老客回訪及復(fù)購(gòu)

菜鳥(niǎo)物流助手：實(shí)現(xiàn)物流數(shù)據(jù)及買(mǎi)家接待一體化，幫助商家在客戶接待中一鍵解決用戶問(wèn)題，提升用戶體驗(yàn)，降低商家糾紛及投訴

2、客服績(jī)效

客服績(jī)效指標(biāo)

接待人數(shù)、回復(fù)人數(shù)、收到消息數(shù)、回復(fù)消息數(shù)、回復(fù)率、24H 回復(fù)消息數(shù)、24H 回復(fù)率、咨詢轉(zhuǎn)化率、引導(dǎo)下單 GMV 共計(jì) 7 個(gè)指標(biāo)。

指標(biāo)定義如下

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

? 回復(fù)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(lái) 2 天內(nèi)回復(fù)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(fù)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(lái)2 天內(nèi)回復(fù)的消息數(shù)

? 24H 回復(fù)量：每天從用戶咨詢的時(shí)間算起，未來(lái) 24H 內(nèi)商家有回復(fù)的信息量（買(mǎi)家發(fā)送）

? 24H 回復(fù)率：24H 回復(fù)量/咨詢量

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

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

? 當(dāng)前數(shù)據(jù)產(chǎn)出時(shí)間周期為：T+3，如當(dāng)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(jī)制一制度層面

制度層面：意見(jiàn)反饋制度、日常檢查機(jī)制、店鋪主推款制度、話術(shù)優(yōu)化制度

4、客服工作反饋機(jī)制一銷(xiāo)售層面

銷(xiāo)售層面：拒絕之后給予補(bǔ)償或轉(zhuǎn)移重心、迅速判斷對(duì)方的語(yǔ)言環(huán)境、給對(duì)方選擇題，而非問(wèn)答題、總是超出顧客的預(yù)期一點(diǎn)、盡可能的避免自動(dòng)回復(fù)。

（來(lái)源：lazada速賣(mài)通服務(wù)商coco）更多跨境平臺(tái)資訊關(guān)注小編哦

以上內(nèi)容屬作者個(gè)人觀點(diǎn)，不代表雨果網(wǎng)立場(chǎng)！本文經(jīng)原作者授權(quán)轉(zhuǎn)載，轉(zhuǎn)載需經(jīng)原作者授權(quán)同意。

（來(lái)源：跨境C位coco）