1、Customer Maintenance跨境电商实用英语 Chapter 3Unit 5 After-sale Services of Cross-border E-commerce跨境电商系列教材Acquire basic knowledge about the methods of maintaining relationship with customers1Use relevant skills to maintain regular contact with old customers2Master the professional skills of product promoti
2、on on Cross-border E-commerce3Learning GoalsAfter studying this chapter,you are expected to：PART ONEWarming-upPART 1Warming-upWork in group.Look at what the following people say or do and express your own opinions with your group members.Try to relate to your personal experience.A.Today is Lisas bir
3、thday.The store from which she had once bought the cotton bed sheets sent her a birthday card this morning.This makes her feel happy and moved.She says she will visit the store again.PART 1Warming-upB.One of my friends who run an online shop once told me,“The cost of developing new customers is clea
4、rly more expensive than maintaining old customers.We must make great efforts to keep old customers while developing new customers.”PART TWOPassage ReadingPART 2Passage Reading In traditional international trade,we usually meet the customers in exhibitions.The main difference between the exhibition a
5、nd Cross-border E-commerce platform is that almost every customer can meet with the seller in the exhibition face to face.That is,in traditional international trade,the final transaction between buyers and sellers may actually be built on preliminary contact.However,as the key characteristic of Inte
6、rnet,buyers and sellers have never met before the transaction if they do business on the Cross-border E-commerce platform,so we are unable to determine customers information even before we communicate with them.Of course,the Cross-border E-commerce platforms provide various ways to help buyers and s
7、ellers identify each others information,but these methods are also based on the Internet.Consequently,the nature of Internet determines that we are still unable to determine the background,real information and other factors of both sides in the transaction through the most intuitive way.Customer Mai
8、ntenance In business,a single transaction to the business is only the value for a single time,or a single trade to buyers and sellers means only the profit for a single time.In order to allow buyers and sellers to gain profits continuously through transactions,there must be a method to help buyers a
9、nd sellers to form a strong connection.This does not only mean the value for a certain period of time,but also the added value of business.Because this strong connection creates new values such as brand value and service value,which is unrelated to the transaction itself.PART 2Passage Reading The di
10、fference between the customers on the Cross-border E-commerce platform and in the traditional international trade lies in its uncertainty.It is not difficult for us to understand that the maintenance and the establishment of customer connection on Cross-border E-commerce platforms is a more complica
11、ted process than in traditional international trade.However,customer maintenance is the key to Cross-border E-commerce.According to the study,the cost of developing a new customer is five times as that of retaining an old one.So how do we maintain customer relationships and establish a close connect
12、ion with our customers on Cross-border E-commerce platforms?This requires us to consider the basis of Cross-border E-commerce platform,and carry out the following activities:PART 2Passage Reading1.Collect customer information,build customer database Sellers should collect detailed information on cus
13、tomers personal information,purchase history,buying preferences and concerns.These are all“clues”that can help sellers understand the customers preferences.After knowing these,the seller can provide customers with personalized service.1PART 2Passage ReadingMaintain regular contact with old customers
14、 In order to retain and maintain good relationships with customer,many Cross-border E-commerce sellers will send e-mail or cards to customers on holidays or customers birthday.It can change the business relationship into friend relationship,and help the sellers to follow up with the customers.PART 2
15、Passage Reading2Reply old customers email without delay Old customer email must be replied on the same day.If you encounter a complicated problem,and cannot reply on the same day without the cooperation from other sides,we must promptly inform the customer.For example:“Mail received,and is being pro
16、cessed”.Even so,you must reply that customer no more than three days later.PART 2Passage Reading3Ensure product qualityProducts must go through strict quality inspection and the quality of products must be ensured.Only the quality is ensured will the company develop better,and the customers will rep
17、urchase these high-quality and inexpensive products.Over time,it will form a positive“ecological circle”.PART 2Passage Reading4Pay old customers a return visit regularly The so-called return visit is the planned tracking service to old customers.It can be an email,inviting the old customers to give
18、feedback about the recent quality and service of products and other suggestions.In short,the aim is to let buyers know that the seller is really buyer-centered,and want the buyers to have a better shopping experience in the future.PART 2Passage Reading5New Wordspreliminary prlmnri adj.1New Wordhappe
19、ning before a more important action or event初步的；预备的 e.g.)They refused to negotiate unless three preliminary requirements were met.如果三项先决条件得不到满足，他们就拒绝谈判。)Here is our preliminary analysis of the new sales plan.这是我们对新销售计划的初步分析。返回characteristickrktrstk n.01New Word2a typical feature or quality that sb/s
20、th has特征；特点；品质e.g.)The need to communicate is a key characteristic of human society.需要交流是人类社会一个重要的特征。)The two groups of products have quite different characteristics.这两组产品具有截然不同的特点返回identifyadentfa v.New Word3to recognize sb/sth and be able to say who or what they are确认；认出；鉴定 e.g.)Please identify th
21、e registered trademark.请认明注册商标。)The bank will not change the cheque unless you are able to identify yourself.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 ntju:tv adj.New Word4obtained by using your feelings rather than by considering the facts直观的；直觉的 e.g.)It is a very intuitive and natural way to control th
22、e car.这是一种非常直观且自然的方式来控制汽车。)This blue-backlight LCD display enables all operations more intuitive.这种蓝色背光液晶显示器使各种操作更加直观。返回uncertainty ns:tnti n.5New Wordsomething that you cannot be sure about;a situation that causes you to be or feel uncertain拿不定的事；令人无把握的局面 e.g.)Uncertainty is a discouragement to inv
23、estment.不确定性令投资者裹足不前。)The uncertainty created by this situation must be confusing for you.这种局面所造成的不确定性肯定让你感到困惑。返回maintenance mentnns n.01New Word6the act of making a state or situation continue维持；保持 e.g.)The maintenance of international peace matters a lot.维护世界和平事关重要。)This approach reduces maintenan
24、ce costs for both manual and automated testing.这种方法减少了人工和自动检测的维护成本。返回 preference hju:mdti n.New Word7a greater interest in or desire for sb/sth than sb/sth else偏爱；爱好；喜爱 e.g.)I have a strong preference for Chinese products.我对中国产品有强烈的偏爱。)Many people expressed a strong preference for shopping online.许多
25、人强烈表示喜欢上网购物。返回personalized ps()n()lzd adj.New Word8made for or directed or adjusted to a p articular individual 个性化的 e.g.)Our online store provides a highly personalized service.我们的在线商店提供高度个性化的服务。)The personalized luggage is made to our own exacting specifications.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encoun
26、ter nkant(r)v.9New Wordto experience sth,especially sth unpleasant or difficult,while you are trying to do sth else 遭遇，遇到（尤指令人不快或困难的事）e.g.)Every day of our lives we encounter stresses of one kind or another.我们在每天的生活中会面临这样或那样的压力。)If you undertake the project,you are bound to encounter difficulties.如果
27、你承接这项工程的话，免不了会遇到许多困难。返回Phrases&Expressionsbase on 基于01P&E e.g.)Cooperation is based on mutual trust.合作建立在互相信任的基础上。)Judgment should be based on facts.判断应以事实为依据。Phrases&Expressions01P&E02added value 附加值 e.g.)We will adjust the structure of export commodities to raise their added value.我们将调整出口商品结构以提高商品
28、附加值。)Added value and efficient production is becoming a core objective for small and medium-sized producers in China.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&E03lie in 位于；在于 e.g.)The real strengths and weaknesses of an enterprise lie in the plans.一家企业真正的优势和劣势在于计划。)Diligence leads to success wh
29、ile failure lies in laziness.勤奋通往成功而失败在于懒惰。Phrases&ExpressionsP&E04ecological circle 生态圈Phrases&Expressionsreturn visit 回访05P&E e.g.)The shop is worth a return visit.这家商店值得再次光顾。)The return visit to the old customers is essential and effective.对老客户的回访上必要且有效的。Phrases&ExpressionsTask 1 Work in pairs.Re
30、ad the passage and answer the following questions.1Why is it more complicated to maintain and establish customer connection on Cross-border E-commerce platforms than in traditional international trade?2What information can seller collect about customer?3What can seller do to maintain regular contact
31、 with old customers?Task 2 1.The future is full of _ and possibilities.2.We always try our best to provide you with _ products and services to achieve mutual benefits.3.Retailing in the future will emphasize more and more on _ and convenience.4._ talk(s)on the future of the International business be
32、gan yesterday.5.The importance of natural food to the _ of health cant be ignored.6.Personal _,such as age,sex and marital status are taken into account.7.The Company cares about the problems and difficulties the employees_during their work and leisure time.8.The test should _ which smokers are most
33、 prone to develop lung cancer.Complete the following sentences with the words or phrases in the box.Change the form if necessary.uncertainties personalized added value Preliminaryl maintenance characteristics encounter identifyTask 3 1.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)_
34、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。(added value)_Translate the following sentences into English,using the expressions in brackets.After a few preliminary remarks he announced the winners.You would inevitably en
35、counter difficulties in your work.Our store can give you a more personalized experience.Economic and political risks fuel uncertainty.Anti-aging is the main characteristic of our facial cream.Switzerland earns a good reputation of its high quality added value products.PART THEREReal Case Analysis 沟通
36、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。PART 3Mini-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“all customers”（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
37、个人讲话那样，因为每次只有一个人在读你的邮件。PART 3Mini-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。1Sample 1老客户日常问候模板Dear xxx,How have you been?You have not visited our store for a long time.We have released many high-quality new products recently,we expect you to come
38、!May the job and happiness around you today and always.Yours sincerely,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。2Sample 2 老客户节假日问候模板Dear xxx,Christmas Day is coming soon.We have prepared a special gift card for you to express our sincere wishes.Besides,y
39、ou will enjoy 20%off and free shipping for the Christmas Season.We are here waiting for you!I hope you have good weather and an enjoyable time!Yours sincerely,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。3Sample 3 向客户推送店铺活动Dear
40、 customer,Our 3rd Anniversary Sale starts from October 1st to 7th.Visit us and you will enjoy 30%off for the entire shop.Besides,you will also get an additional 10%off if you spend USD 500 or more.Please feel free to contact us if you have any questions.Have a lovely day!Yours faithfully,xxx 借助优惠券引导
41、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。4Sample 4向老客户回馈优惠券模板Dear friend,Thanks for your continuous support for our store.Here is our gift to you.Please apply the 20%coupon in your next purchase.Best Wishes,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
42、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。5Sample 5 向老客户推送新产品模板Dear friend,Our store will add new styles soon which are only available in super-limited quantities.You can enjoy an additional 20%off for the new arrivals since you are the regular customer of our store.Dont miss the chance!
43、See whats new in our store!We are just here for you.Yours truly,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。6Sample 6 向新客户推送产品模板Dear Manager,We are a handmade glove supplier for over 10 years in Guangzhou,and we supply handmad
44、e gloves in a variety of natural leathers with good quality and price in Europe&U.S.You can find full details on our comprehensive website:XXXXXX.If you are interested in,I will send our latest catalogue to you.I look forward to hearing from you.Best Regards,xxx1.Thanks for your continuous support f
45、or our store._2.You can enjoy an additional 20%off for the new arrivals since you are the regular customer of our store._3.If you are interested in our items,I will send our latest catalogue to you._4.I believe some items will be of interest to you._5.As you have placed many orders with us in the pa
46、st,we would like to extend our special offer to you._ Highlighted Sentences 感谢您对我们店铺一直以来的支持。您可以享受新品8折，因为您是我们店的常客。如果您对我们的产品感兴趣，我会发送我们最新的目录给您。我相信有些产品会让您感兴趣。鉴于您之前多次订购我们的产品，我们愿给您一项特别优惠。6.We hope you will take full advantage of this exceptional offer._7.Our products are not only of the highest quality bu
47、t also very reasonably priced._8.We are offering a free gift worth$3 for every$30 spent to our new customer._9.You can find full details on our comprehensive website:XXXXXX._10.We are very pleased to invite you to visit our online store to see for yourself the high quality goods._ Highlighted Senten
48、ces 希望您能充分利用这一特别优惠 我们的产品不仅质量上乘而且价格合理。新顾客每笔消费满30美金，我们将送价值3美金的赠品。您可以在我们的网站：XXXXXX找到产品的详情。我们很高兴邀请您来我们的在线商店，看一看高品质的产品。You are a seller on AliExpress selling mens ties.You are trying to establish business relations with a potential new buyer by sending him an email.The email may include the purpose of your email and the introduction of your products or your service.In the end of the email,it is necessary to encourage your potential buyer to take some active action.Part Four：Mini-ProjectPart Four：Mini-ProjectTHANKYOU跨境电商系列教材Unit 5 After-sale Services of Cross-border E-commerce
