速卖通代运营分享双11大促必杀技之客服运营提升转化!
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本次分享主要是围绕客服的岗位职责及作用、买家会话运营（场景营销）、客户关怀一客服话术、双 11 大促客户营销触达以及建立客服工作反馈机制这五个课程重点来开展的。如何设立客服子账号分流？设置客服工作反馈机制是什么？
一、 客服的岗位职责及作用
1、客服的岗位职责及作用
塑造店铺形象：客服是店铺形象的第一窗口。
提高成交率：客服在线能够随时回复客户的疑问，可以让客户及时了解需要的内容从而促成交易。
提高客户回头率：客户会比较倾向于选择他所熟悉和了解的卖家，从而提高了客户再次购率。
更好的服务客户：可以给客户提供更多的购物建议，更完善的解答客户的疑问，更快速的对买家售后问题给予反馈，从而更好的服务
二、 买家会话运营（场景营销）
1、买家会话运营-如何提高售前咨询用户？WHY??
店铺/详情页流量跳失高，用户进行店铺无行为后进入流失概率大，流量白白浪费；
建立沟通的用户价值高，通过买家会话咨询/沟通用户购买转化率是未沟通用户的近 3 倍，客单价是近 2 倍
HOW??
通过详情页或主图悬挂 banner 方式引导用户进行咨询；
用户权益激励引导，例如优惠券或小礼品方式进行引导；
2、买家会话运营-如何提升接待效率
3、买家会话运营-如何提升接待效率？
设置子账号：客服消息售前/售后进行分流
客服子账号分流管理一期功能支持售前/售后进行分流。
售后定义：买家端从订单 list、订单详情、纠纷场景发起买家会话系统判定为售后；
售前定义：除售后外系统判定为售前；
4、买家会话运营-子账号权限介绍
主账号可以看到所有子账号的产品，订单和站内信；子帐号有自己独立的帐号 ID 和密码，可以用来登陆速卖通分别管理和发布属于自己的产品和订单，收发客户发送对应产品的站内信。但子帐号无法进行收款、提现、商铺管理等操作;子账号无法报名营销活动。
5、买家会话运营-会话标记功能
黄色标记：补发订单需要给客人发新单号；
蓝色标记：大单客人/老客户订单持续跟进（物流&售后追踪等）；
绿色标记：订单退款，通过客服或 paypal 等；
红色标记：产品的质量问题，需要定期记录汇报；
紫色标记：物流纠纷给客人退款，后续到货催客人付款；
6、买家会话运营-会话标记功能
1）自动回复设置的好处
可在店铺无人值班或者假期时间协助店铺进行店铺接待，可有效提高店铺回复率，同时提高在无人值守阶段店铺的自然成交及转化；目前已设置自动回复商家在回复率上远远超过未设置的商家，同时店铺满意度以及成交转化率上均有提升，未设置的请抓紧时间设置；
2）自动回复设置规则：
在近 24 小时内，若买家第一次发送消息，其将收到在此处设置的自动回复；开启或关闭：自动回复内容为空状态下或有内容但未勾选自动回复处于关闭状态，自动回复
3）备注：
自动回复后，消息仍然是未读状态。
7、买家会话运营-自动回复/关键词回复设置
1）自动回复：
常规自动回复设置，点击右侧开启按钮，输入自动回复该自动回复定位店铺欢迎语功能
2）关键词回复
勾选“添加关键词按钮”->点击添加按钮
3）TIPS：
弹窗内 “关联内容”输入关键词或短句，请尽量简短仅限 300 个字符以内; 回复内容设置可支持 文本、图片、优惠券三种类型，单一关键词回复仅支持一种类型；
添加若干（最少 3 个，最多 9 个）关键词后可在右上角看到相应整体自动回复预览状态，点击最下方保存按钮，即可上线 自动回复；
8、买家会话运营-自动回复/关键词回复设置
1）自动回复模板（建议是店铺欢迎语）：
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）关键词回复模板（建议是优惠券，发货，近期疫情，取消订单，物
流情况，售后退款，高频的产品售前问题）：
关键词 1：Coupon/Discount
关键词 2：About the COVID-19
关键词 3：When will the parcel be shipped ?
关键词 4：Order Cancel
关键词 5：About the Refund
关键词 6：Why the tracking information did not update anymore?
关键词 7：Product not received
关键词 8：高频的产品售前问题
关键词 9：大促/活动期间的产品介绍
9、买家会话运营-双 11 大促客户营销触达
1）买家会话大促期间能做什么？
2）买家会话双 11 大促批量触达功能策略
核心要点：在正确的时间，对正确的人，用正确的策略，每天进行触达。
三、 客户关怀一客服话术
1、客户关怀-话术准备
售前：产品咨询、物流渠道、时效、关税、低申报、价格、礼物
售中：产品缺货和超卖、未能及时发货、物流信息询问、物流清关问题、承诺时效问题、妥投失败问题
售后：使用问题、产品问题、不符合客户预期、关税支付后遗症、货物短装，错发
2、客户话术-催发货
催发货___大促期间的催单回复
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、客户话术-物流问题
包裹到达当地邮局，请客人自己去取
Hi, dear friend Thank you for your message.
The tracking information shows the parcel is in your local post office on XXX（注明到达待取时间）. 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
全球物流跟踪 （无忧物流的查询网址）
Hope you will get your parcel as soon as possible.
waiting for your good news!!!
Have a nice day.
regards
4、客户话术-订单分包裹
产品由于重量和物流限制导致分包
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、客户话术-关税问题
关税问题的解释
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、客户话术-产品破损
产品破损___向客人要照片确认（照片可以直接确认的类型）
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、客户话术-售后退款
订单退款跟客人解释退款到账时间
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、 建立客服工作反馈机制
1、后台数据查询
客服绩效：帮助商家接待数据化、可视化，提升商家客服接待效率，提升客户体验，提升询单转化率
批量触达工具：在买家会话侧增加批量触达入口，帮助商家更便捷客户运营，提升客户运营效率，促进老客回访及复购
菜鸟物流助手：实现物流数据及买家接待一体化，帮助商家在客户接待中一键解决用户问题，提升用户体验，降低商家纠纷及投诉
2、客服绩效
客服绩效指标
接待人数、回复人数、收到消息数、回复消息数、回复率、24H 回复消息数、24H 回复率、咨询转化率、引导下单 GMV 共计 7 个指标。
指标定义如下
接待人数：选定日期范围内有发起过咨询的用户数（每天去重）
回复人数：选定日期范围内发起咨询的人数中，商家有在未来 2 天内回复的人数（去重）
收到消息数：选定日期范围内用户咨询的消息数
回复消息数：选定日期范围内用户咨询的消息数中，商家有在未来2 天内回复的消息数
24H 回复量：每天从用户咨询的时间算起，未来 24H 内商家有回复的信息量（买家发送）
24H 回复率：24H 回复量/咨询量
咨询转化率：引导下单人数/发起咨询且商家在 48H 内有回复的用户数
引导下单 GMV：每天从用户最早咨询的时间算起，未来 48H 内商家有回复且有在店铺支付的 GMV 金额（美金）
当前数据产出时间周期为：T+3，如当前为 8 月 7 日，则展示最晚到 8 月 4 日的数据
3、客服工作反馈机制一制度层面
制度层面：意见反馈制度、日常检查机制、店铺主推款制度、话术优化制度
4、客服工作反馈机制一销售层面
销售层面：拒绝之后给予补偿或转移重心、迅速判断对方的语言环境、给对方选择题，而非问答题、总是超出顾客的预期一点、尽可能的避免自动回复。
本次分享主要是围绕客服的岗位职责及作用、买家会话运营（场景营销）、客户关怀一客服话术、双 11 大促客户营销触达以及建立客服工作反馈机制这五个课程重点来开展的。如何设立客服子账号分流？设置客服工作反馈机制是什么？
一、 客服的岗位职责及作用
1、客服的岗位职责及作用
塑造店铺形象：客服是店铺形象的第一窗口。
提高成交率：客服在线能够随时回复客户的疑问，可以让客户及时了解需要的内容从而促成交易。
提高客户回头率：客户会比较倾向于选择他所熟悉和了解的卖家，从而提高了客户再次购率。
更好的服务客户：可以给客户提供更多的购物建议，更完善的解答客户的疑问，更快速的对买家售后问题给予反馈，从而更好的服务
二、 买家会话运营（场景营销）
1、买家会话运营-如何提高售前咨询用户？WHY??
店铺/详情页流量跳失高，用户进行店铺无行为后进入流失概率大，流量白白浪费；
建立沟通的用户价值高，通过买家会话咨询/沟通用户购买转化率是未沟通用户的近 3 倍，客单价是近 2 倍
HOW??
通过详情页或主图悬挂 banner 方式引导用户进行咨询；
用户权益激励引导，例如优惠券或小礼品方式进行引导；
2、买家会话运营-如何提升接待效率
3、买家会话运营-如何提升接待效率？
设置子账号：客服消息售前/售后进行分流
客服子账号分流管理一期功能支持售前/售后进行分流。
售后定义：买家端从订单 list、订单详情、纠纷场景发起买家会话系统判定为售后；
售前定义：除售后外系统判定为售前；
4、买家会话运营-子账号权限介绍
主账号可以看到所有子账号的产品，订单和站内信；子帐号有自己独立的帐号 ID 和密码，可以用来登陆速卖通分别管理和发布属于自己的产品和订单，收发客户发送对应产品的站内信。但子帐号无法进行收款、提现、商铺管理等操作;子账号无法报名营销活动。
5、买家会话运营-会话标记功能
黄色标记：补发订单需要给客人发新单号；
蓝色标记：大单客人/老客户订单持续跟进（物流&售后追踪等）；
绿色标记：订单退款，通过客服或 paypal 等；
红色标记：产品的质量问题，需要定期记录汇报；
紫色标记：物流纠纷给客人退款，后续到货催客人付款；
6、买家会话运营-会话标记功能
1）自动回复设置的好处
可在店铺无人值班或者假期时间协助店铺进行店铺接待，可有效提高店铺回复率，同时提高在无人值守阶段店铺的自然成交及转化；目前已设置自动回复商家在回复率上远远超过未设置的商家，同时店铺满意度以及成交转化率上均有提升，未设置的请抓紧时间设置；
2）自动回复设置规则：
在近 24 小时内，若买家第一次发送消息，其将收到在此处设置的自动回复；开启或关闭：自动回复内容为空状态下或有内容但未勾选自动回复处于关闭状态，自动回复
3）备注：
自动回复后，消息仍然是未读状态。
7、买家会话运营-自动回复/关键词回复设置
1）自动回复：
常规自动回复设置，点击右侧开启按钮，输入自动回复该自动回复定位店铺欢迎语功能
2）关键词回复
勾选“添加关键词按钮”->点击添加按钮
3）TIPS：
弹窗内 “关联内容”输入关键词或短句，请尽量简短仅限 300 个字符以内; 回复内容设置可支持 文本、图片、优惠券三种类型，单一关键词回复仅支持一种类型；
添加若干（最少 3 个，最多 9 个）关键词后可在右上角看到相应整体自动回复预览状态，点击最下方保存按钮，即可上线 自动回复；
8、买家会话运营-自动回复/关键词回复设置
1）自动回复模板（建议是店铺欢迎语）：
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）关键词回复模板（建议是优惠券，发货，近期疫情，取消订单，物
流情况，售后退款，高频的产品售前问题）：
关键词 1：Coupon/Discount
关键词 2：About the COVID-19
关键词 3：When will the parcel be shipped ?
关键词 4：Order Cancel
关键词 5：About the Refund
关键词 6：Why the tracking information did not update anymore?
关键词 7：Product not received
关键词 8：高频的产品售前问题
关键词 9：大促/活动期间的产品介绍
9、买家会话运营-双 11 大促客户营销触达
1）买家会话大促期间能做什么？
2）买家会话双 11 大促批量触达功能策略
核心要点：在正确的时间，对正确的人，用正确的策略，每天进行触达。
三、 客户关怀一客服话术
1、客户关怀-话术准备
售前：产品咨询、物流渠道、时效、关税、低申报、价格、礼物
售中：产品缺货和超卖、未能及时发货、物流信息询问、物流清关问题、承诺时效问题、妥投失败问题
售后：使用问题、产品问题、不符合客户预期、关税支付后遗症、货物短装，错发
2、客户话术-催发货
催发货___大促期间的催单回复
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、客户话术-物流问题
包裹到达当地邮局，请客人自己去取
Hi, dear friend Thank you for your message.
The tracking information shows the parcel is in your local post office on XXX（注明到达待取时间）. 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
全球物流跟踪 （无忧物流的查询网址）
Hope you will get your parcel as soon as possible.
waiting for your good news!!!
Have a nice day.
regards
4、客户话术-订单分包裹
产品由于重量和物流限制导致分包
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、客户话术-关税问题
关税问题的解释
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、客户话术-产品破损
产品破损___向客人要照片确认（照片可以直接确认的类型）
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、客户话术-售后退款
订单退款跟客人解释退款到账时间
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、 建立客服工作反馈机制
1、后台数据查询
客服绩效：帮助商家接待数据化、可视化，提升商家客服接待效率，提升客户体验，提升询单转化率
批量触达工具：在买家会话侧增加批量触达入口，帮助商家更便捷客户运营，提升客户运营效率，促进老客回访及复购
菜鸟物流助手：实现物流数据及买家接待一体化，帮助商家在客户接待中一键解决用户问题，提升用户体验，降低商家纠纷及投诉
2、客服绩效
客服绩效指标
接待人数、回复人数、收到消息数、回复消息数、回复率、24H 回复消息数、24H 回复率、咨询转化率、引导下单 GMV 共计 7 个指标。
指标定义如下
接待人数：选定日期范围内有发起过咨询的用户数（每天去重）
回复人数：选定日期范围内发起咨询的人数中，商家有在未来 2 天内回复的人数（去重）
收到消息数：选定日期范围内用户咨询的消息数
回复消息数：选定日期范围内用户咨询的消息数中，商家有在未来2 天内回复的消息数
24H 回复量：每天从用户咨询的时间算起，未来 24H 内商家有回复的信息量（买家发送）
24H 回复率：24H 回复量/咨询量
咨询转化率：引导下单人数/发起咨询且商家在 48H 内有回复的用户数
引导下单 GMV：每天从用户最早咨询的时间算起，未来 48H 内商家有回复且有在店铺支付的 GMV 金额（美金）
当前数据产出时间周期为：T+3，如当前为 8 月 7 日，则展示最晚到 8 月 4 日的数据
3、客服工作反馈机制一制度层面
制度层面：意见反馈制度、日常检查机制、店铺主推款制度、话术优化制度
4、客服工作反馈机制一销售层面
销售层面：拒绝之后给予补偿或转移重心、迅速判断对方的语言环境、给对方选择题，而非问答题、总是超出顾客的预期一点、尽可能的避免自动回复。
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