《跨境電商實(shí)用英語》課件Unit 5-Chapter 2

CommentsonProduct/Service跨境電商實(shí)用英語Chapter2Unit5After-saleServicesofCross-borderE-commerce跨境電商系列教材AcquirebasicknowledgeaboutcommentsratingonCross-borderE-commerceplatforms1Usecommunicativeskillsofremindingandconvincingcustomerstogivecommentsonproducts2Useappropriateexpressionstoreplytocustomers’positivecommentsandnegativecomments3LearningGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upPART1Warming-upWorkingroup.Lookatwhatthefollowingpeoplesayordoandexpressyourownopinionswithyourgroupmembers.Trytorelatetoyourpersonalexperience.A.Myfriendhasdecidedtobuyasilkscarffromthisonlineshopbecause98%ofthebuyershavegiventheirfavorablecommentstothisitem.Shesaidthebuyers’commentsarereliableandobjective.PART1Warming-upB.Customer’sreviewonCross-borderE-commerceisagoodvehicleforword-of-mouthmarketing.Customers’positivecommentscanimprovetheproducts’exposurerate.PARTTWOPassageReadingPART2PassageReadingCommentsonproductsrefertotheserviceevaluationfrombuyerstosellersaboutthedescriptionaccuracyofproducts,communicationquality,responsespeed,anddeliverytimeofproductsattheendofthetransaction.ForCross-borderE-commercesellers,commentsonproductsareveryeffectivesalestools.Morethan90%ofbuyerssaidtheywouldreadthecommentsbeforeplacingtheorder;morethan80%ofthebuyerssaidtheirbuyingbehaviorwasaffectedbypositiveratioandcommentsonproducts.Ifthebuyerhasrealpersonalfeelingandisimpressedbytheserviceafterheconfirmsreceipt,thebuyerwillbeveryhappytomakeasatisfactoryevaluationontheirownshoppingexperience.Ifthesellerreceivespositivecomments,hemustexpressthanks,suchasissuingcoupons,promotioncode,andspecialdiscountstohelpbuyerstopurchaseagain.Ifthesellerreceivesnegativefeedback,hemustletthebuyerexpressdissatisfactionandmakeupforittimely,thesellercanalsoguidethebuyertorevisethenegativecomments.CustomerMaintenance

OnAliExpress,ifthesellerhasdifferentopinionswiththebuyer’snegativecomments,thesellercancontactthebuyerwithin30daysafterthecommentiseffective,thebuyercanmodifythecomment.

Ifthecustomerdoesnotleaveacomment,thesellercansendamessageore-mailtourgethebuyeraccordingtodifferentsituations.PART2PassageReading1.Directlyaskthebuyertoleaveacomment

Directlyaskingthebuyertocommentistheeasiestwayforthesellertogetevaluation.Butbeforeasking,thesellershouldcontactthebuyerfirstandaskiftheyaresatisfiedwiththeshoppingexperience.Ifthebuyerisnotsatisfied,thesellermustmakeupintimeandguidethebuyertoleaveapositivecomment.Ifthebuyerissatisfiedwiththeproductorservice,thesellercanaskthebuyertowritedetailedpositivecomments.1PART2PassageReadingProviderewards

Itwillbeeasierforbuyerstoleavepositivecommentsifsellersprovidesomerewards.Forexample,ifbuyersleavepositivecommentsanduploadpictures,thesellercanrewardthem￥2or5%offforthenextpurchase.Evenaverysmallrewardcanattractbuyerstowritecomments,andevenimprovecustomerloyalty.Now,mostoftheCross-borderE-commercewebsitesallusethesemethodstostimulatecustomerstowritepositivecomments,andimprovebrandawareness.PART2PassageReading2Showcustomers’comments

Sellerscanputcustomers’positivecommentsandpicturesonthehomepage.Forexample,RosenfeldInjuryLawyersputthecustomerwhogivesafullscoreonthehomepage,whichcanstimulateotheruserstosendfeedback.Orthesellercansharethecommentsonsocialmedia.Inordertomakethecommentsmoreconvincing,thesellercanalsoallowbuyerstoprovideshortvideocomments,usuallywithin30seconds.

Whencollectingcomments,thesellershouldclearlyexpresswhatkindofcommentstheywanttoreceiveinordertoavoidcollectingsimilarnon-specificcomments.Commentsaboutcustomers’personalexperiencearemoreeffectivethanthecommentsthatexpresslove,becausetheformerprovidesdetailedinformationandcanhelpdrivethepotentialcustomerstoplaceorders.PART2PassageReading3Ensureproductquality

Allinall,askingbuyerstogivefeedbackandcommentsisaveryimportantpartforcross-bordere-commerce.Ifsellerswanttoreceivepositivecomments,theymustfirstprovidethebestqualityproductsandservices,themosteffectivecommunication,andgoodmarketingtoreducenegativecomments.Theyshouldalsoactivelyhelpbuyerssolveproblems,andletbuyersappreciatetheseller’searnestservice.PART2PassageReading4NewWordsevaluation[?v?lj?'e??n]n.

1NewWordactofascertainingorfixingthevalueorworthof評(píng)價(jià)；評(píng)估

e.g.Ⅰ)Studentsrewritetheirpapersandsubmitthemforfinalevaluation.學(xué)生們修改了他們的論文，并交上去進(jìn)行最后的評(píng)審。

Ⅱ)Theproductneedsanexpertevaluation.這種產(chǎn)品需要專家評(píng)估。返回coupon[?ku:p?n]n.01NewWord2asmallpieceofprintedpaperthatyoucanexchangeforsthorthatgivesyoutherighttobuysthatacheaperpricethannormal配給券；（購物）票證；（購物）優(yōu)惠券e.g.Ⅰ)Youcanusethecouponandbuywhatyouwant.

你可以使用優(yōu)惠券購買你想要的。Ⅱ)Sometimesyoucancutacouponoutofamagazineanduseittogetadiscount.

有時(shí)候你可以從雜志上剪下一張優(yōu)惠券，買東西時(shí)能夠打折。返回negative[?neg?t?v]adj.NewWord3consideringonlythebadsideofsth/sb;lackingenthusiasmorhope；消極的；負(fù)面的；缺乏熱情的

e.g.Ⅰ)Beingunemployedproducesnegativeattitudestowork.

失業(yè)會(huì)產(chǎn)生對(duì)工作的消極態(tài)度。Ⅱ)Scientistshaveafairlynegativeattitudetothetheory.

科學(xué)家們對(duì)這個(gè)理論的態(tài)度是相當(dāng)消極的。返回revise

[r??va?z]v.NewWord4tochangesth,suchasabookoranestimate,inordertocorrectorimproveit修改；修訂

e.g.Ⅰ)Threeeditorshandledtheworkofrevisingthearticlesforpublication.

3位編輯負(fù)責(zé)文章的修訂出版工作。Ⅱ)Theyrealizedthatsomeoftheirpriceswerehigherthantheircompetitors’andrevisedpricesaccordingly.

他們意識(shí)到自己有些價(jià)格高于競爭對(duì)手，就相應(yīng)調(diào)整了價(jià)格。返回modify

[?m?d?fa?]v.

5NewWordtochangesthslightly,especiallyinordertomakeitmoresuitableforaparticularpurpose調(diào)整；稍作修改；使更合適

e.g.Ⅰ)Neitherpartyshallmodifythecontractwithoutauthorization.任何一方不得擅自修改合同。Ⅱ)Theofficesoftwarehasbeenmodifiedovertheyears.

這個(gè)辦公室軟件經(jīng)過了多年的改進(jìn)。返回reward

[r??w?:d]n.01NewWord6athingthatyouaregivenbecauseyouhavedonesthgood,workedhard,etc.獎(jiǎng)勵(lì)；回報(bào)；報(bào)酬

e.g.Ⅰ)Thecompanyisstartingtoreaptherewardsoflong-terminvestments.這家公司開始收獲長期投資的回報(bào)。Ⅱ)Hedeservesarewardforhisefforts.他積極努力，值得獎(jiǎng)賞。返回

loyalty

[?l???lti]n.NewWord7thequalityofbeingfaithfulinyoursupportofsb/sth忠誠；忠實(shí)；忠心耿耿e.g.Ⅰ)Improvingcustomer’sloyaltyandsatisfactionisourgoal.提升客戶忠誠度和滿意度是我們的目標(biāo)。Ⅱ)Diligenceandloyaltysometimescompensateforthelackofability.勤勉和忠誠有時(shí)可彌補(bǔ)能力的不足。返回stimulate

[?st?mjule?t]v.NewWord8tomakesthdeveloporbecomemoreactive;toencouragesth促進(jìn)；激發(fā)；激勵(lì)

e.g.Ⅰ)Successwillstimulatethepeopleforfreshefforts.成功能鼓舞人們?nèi)プ餍碌呐?。?Chinamuststrivetostimulateitsdomesticconsumptioninsteadofrelyingoninvestmentandexports.中國必須努力刺激國內(nèi)消費(fèi)，而不是依賴投資和出口。返回convincing

[k?n?v?ns??]adj.9NewWordthatmakessbbelievethatsthistrue令人信服的；有說服力的

e.g.Ⅰ)Hissalespitchwassmoothandconvincing.他的推銷詞流暢又有說服力。Ⅱ)ThisisthemostconvincingevidencethatIcanfindtoprovemypoint.這是我所能找到的最令人信服的證據(jù)，以證明我的觀點(diǎn)。返回Phrases&Expressionsbeaffectedby受…影響01P&E

e.g.Ⅰ)Supplyanddemandcurvescanbeaffectedbyanumberoffactors.很多因素可以影響供給和需求曲線。Ⅱ)

Inthefirstcaseyouwillnotbeaffectedbythisissue.在前一種情況下，您不會(huì)被這一問題所影響。Phrases&Expressions01P&E02positiveratio好評(píng)率

e.g.Ⅰ)Thepositiveratiocandirectlyreflectthebuyer’ssatisfactionwiththeproduct.賣家好評(píng)率可以直接反應(yīng)出買家對(duì)產(chǎn)品的滿意度。Ⅱ)

Sellerstryeverymeanstoimprovethepositiveradio.賣家們想方設(shè)法提高好評(píng)率。Phrases&ExpressionsP&E03beimpressedby被…所感動(dòng)；對(duì)…印象深刻

e.g.Ⅰ)Ithinkpeoplewouldbeimpressedbyyourlanguageabilities.我想人們會(huì)對(duì)你的語言能力留下深刻的印象。Ⅱ)

Youwillbeveryimpressedbyourhigh-qualityproducts.您會(huì)對(duì)我們高質(zhì)量的產(chǎn)品印象深刻。Phrases&ExpressionsP&E04makeupfor

彌補(bǔ)Phrases&Expressions

e.g.Ⅰ)Nothingcanmakeforherloss.沒有什么彌補(bǔ)她的損失。Ⅱ)

Youhavetomakeupforthemoneyshelost.你必須彌補(bǔ)她損失的金錢。brandawareness品牌意識(shí)05P&E

e.g.Ⅰ)Customersatisfactionandbrandawarenessareimprovedgradually.客戶滿意度和品牌意識(shí)逐漸提高。Ⅱ)

Onlinemarketingcanhelppeoplebuildbrandawareness.網(wǎng)絡(luò)銷售可以幫助人們建立品牌意識(shí)。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1Whydomostsellersregardcustomer’scommentasaneffectivetool?2Whatshouldsellerdoifhe/shereceivesnegativefeedbacks?3Howcouldsellerurgebuyertoleaveacommentifbuyerdoesnotleaveanycomment?Task21.Inviewofthepresentsituation,we'llhaveto________ouroriginalplan.2.Patientsaretaughthowto_________theirdiet.3.Buildingbrand________iscrucialtothesuccessofhiscompany.4.Everythinghesaysisreasonableand________.5.Inadditiontothe88positivecomments,16consumershad________views.6.Hewasgiventhepaidvocationasa________forrunningthestoresuccessfully.7.Thecompletionofthisproject__________theeconomyofthisregion.8.Peoplewhohavevisitedourstorewillbe__________bythequalityproductswithreasonableprices.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.

revise

modify

loyalty

convincing

negative

reward

stimulated

impressedTask31.原計(jì)劃須加以修改。(revise)______________________________________________________________2.我們需要對(duì)這套新體系做出一個(gè)正確的評(píng)價(jià)。(evaluation)______________________________________________________________3.消費(fèi)者在決定要買什么東西的時(shí)候往往更重視負(fù)面消息，而不是正面消息。(negative)_____________________________________________________________4.你提高了銷售額，理應(yīng)受到獎(jiǎng)勵(lì)。(reward)___________________________________________________________5.該公司旨在年輕消費(fèi)者中培養(yǎng)品牌忠誠度。(loyalty)____________________________________________________________6.材料供給不足會(huì)影響生產(chǎn)。(beaffectedby)____________________________________________________________TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.It

is

necessary

to

revise

the

original

plan.

Weneedtocarryoutaproperevaluationofthenewsystem.

Consumers

generally

place

more

weight

on

negative

information

than

on

thepositive

when

deciding

what

to

buy.Youdeservearewardforincreasingsales.Thecompanyaimstocapture

brand

loyalty

among

young

consumers.Production

might

be

affected

byinsufficientsupply

of

materials.PARTTHERERealCaseAnalysis在跨境電商平臺(tái)上，買家評(píng)價(jià)是一個(gè)店鋪賴以生存的重要指標(biāo)，一個(gè)店鋪運(yùn)營的好壞關(guān)鍵在于買家對(duì)產(chǎn)品或服務(wù)等好評(píng)數(shù)據(jù)的累積。在可預(yù)見的未來，無論是亞馬遜、全球速賣通還是eBay，規(guī)則向用戶傾斜的趨勢(shì)將越來越明顯。相較于國內(nèi)電商，跨境電商的用戶評(píng)價(jià)更加真實(shí)，能更準(zhǔn)確地反映賣家狀況。

賣家應(yīng)充分重視買家的評(píng)價(jià)，對(duì)于買家的好評(píng)，賣家應(yīng)表示感謝或者引入一些店鋪廣告。對(duì)于買家的差評(píng)，賣家的回復(fù)要全面細(xì)致，措辭得當(dāng)，盡可能讓買家說出不滿意的地方并及時(shí)彌補(bǔ)，進(jìn)而引導(dǎo)買家修改評(píng)價(jià)。

PART3Mini-Project

在貨物妥投后2-3天內(nèi)，賣家可以主動(dòng)詢問買家對(duì)產(chǎn)品是否滿意，如果滿意讓其留下好評(píng)。如果有什么問題或不滿意的方面，應(yīng)讓其在留下評(píng)價(jià)前先聯(lián)系您，并承諾會(huì)盡最大努力解決買家的疑問。1Sample1邀請(qǐng)客戶留評(píng)Dearxxx,

AspartofCustomerSatisfactionteam,Iwanttoreachouttolearnwhetheryouhavereceivedtheproduct.Ijustwantedtomakesurethatyou'rehappywithourproduct.Ifyouhaveanyissues,pleasereplytothismessagesoIcanmakeitright.

We'reasmallbusinessandwecan’texistwithoutyourcommentsandreviews.Yourcommentissoimportanttous!Ifyouthinkwe'vedoneagoodjob,Iwouldreallyappreciateitifyouwouldleaveusyourpositivecomment.Ifyou'renotsatisfied,letusmakeitrightbeforeleavingnegativecomment.Emailusandwewilldowhateverittakestomakeyouhappy.Iwanttopersonallythankyouforbeingoneofourcustomers.Weloveourcustomersandwillalwaysbehereifyouneedus.

TakeCare,

YoursSincerely,

xxx

店鋪的好評(píng)率越高，客戶就會(huì)對(duì)店鋪增加信任感。同款產(chǎn)品，如果質(zhì)量、價(jià)格都一樣，客戶肯定會(huì)選擇好評(píng)率高的店鋪購買。如何賣家收到買家的好評(píng)，一定要及時(shí)答復(fù)、感謝買家的好評(píng)，并提供特別折扣、發(fā)放優(yōu)惠券等有助于買家再次消費(fèi)。

一封較好質(zhì)量的好評(píng)回復(fù)，在稱呼上需要使用客戶的名字，讓客戶覺得有親切感，落款名稱可以是客服的名字，以便讓客戶覺得自己并不是和一個(gè)冰冷的互聯(lián)網(wǎng)在交易，這樣也方便后續(xù)的郵件營銷和SNS營銷等。2Sample2回復(fù)好評(píng)客戶的模板Dearxxx,

IjustnoticedthatyouleftpositivefeedbackandIwanttopersonallythankyou.Itmeansalottomysmallbusiness.Wewillgiveyouagooddiscountforyournextpurchaseandhopetobuildupalong-termrelationshipwithyou.

Thanksagainforpositivefeedbackandhaveagoodday!

Yourssincerely,

xxx賣家收到買家的中差評(píng)時(shí)，一定要通過站內(nèi)信、郵件等方式積極和買家溝通，向他們表達(dá)誠摯的歉意，問清楚到底是質(zhì)量問題，還是物流太慢或是包裝破損，并主動(dòng)提出解決問題的方案。例如買家說產(chǎn)品質(zhì)量不好，賣家可以答應(yīng)給其退換貨或退款，同時(shí)給予一定的補(bǔ)償。用行動(dòng)和誠意逐步引導(dǎo)買家移除中差評(píng)，修改為好評(píng)。3Sample3回復(fù)中差評(píng)客戶的模板Dearfriend,

Wefeelverysorrythatyouareunsatisfiedwithourproductorservice.Pleaseacceptoursincereapology.Wewillbemorecarefulnexttime,andtryourbesttobemoreprofessional.Asanewstore,customers’commentsplayaveryimportantroletoourshop,sowehopethatitwillbeachancetohelpustoreviseyournegativecommentintoapositivecomment.Ifyoucouldkindlyrevisethecomment,wewouldresendtherightitemwiththeleastpossibledelayandgiveyouanadditionaldiscount.Manythanksforyoursupportandyourkindunderstanding.

Iamlookingforwardtoyourreply.

BestRegards,

xxx1.Yourcommentissoimportanttous.______________________________________________________________2.Wewouldreallyappreciateitifyouwouldleaveusyourpositivecomment.______________________________________________________________3.Ifyou'renotsatisfiedwiththeproduct,pleasegiveusanopportunitytomakeitrightbeforegivingnegativecomment.

_____________________________________________________________4.Wefeelverysorrythatyouareunsatisfiedwithourproductorservice.________________________________________________________