1、Comments on Product/Service跨境电商实用英语 Chapter 2Unit 5 After-sale Services of Cross-border E-commerce跨境电商系列教材Acquire basic knowledge about comments rating on Cross-border E-commerce platforms1Use communicative skills of reminding and convincing customersto give comments on products2Use appropriate expr
2、essions to reply to customerspositive comments and negative comments3Learning 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 p
3、ersonal experience.A.My friend has decided to buy a silk scarf from this online shop because 98%of the buyers have given their favorable comments to this item.She said the buyers comments are reliable and objective.PART 1Warming-upB.Customers review on Cross-border E-commerce is a good vehicle for w
4、ord-of-mouth marketing.Customers positive comments can improve the products exposure rate.PART TWOPassage ReadingPART 2Passage Reading Comments on products refer to the service evaluation from buyers to sellers about the description accuracy of products,communication quality,response speed,and deliv
5、ery time of products at the end of the transaction.For Cross-border E-commerce sellers,comments on products are very effective sales tools.More than 90%of buyers said they would read the comments before placing the order;more than 80%of the buyers said their buying behavior was affected by positive
6、ratio and comments on products.If the buyer has real personal feeling and is impressed by the service after he confirms receipt,the buyer will be very happy to make a satisfactory evaluation on their own shopping experience.If the seller receives positive comments,he must express thanks,such as issu
7、ing coupons,promotion code,and special discounts to help buyers to purchase again.If the seller receives negative feedback,he must let the buyer express dissatisfaction and make up for it timely,the seller can also guide the buyer to revise the negative comments.Customer Maintenance On AliExpress,if
8、 the seller has different opinions with the buyers negative comments,the seller can contact the buyer within 30 days after the comment is effective,the buyer can modify the comment.If the customer does not leave a comment,the seller can send a message or e-mail to urge the buyer according to differe
9、nt situations.PART 2Passage Reading1.Directly ask the buyer to leave a comment Directly asking the buyer to comment is the easiest way for the seller to get evaluation.But before asking,the seller should contact the buyer first and ask if they are satisfied with the shopping experience.If the buyer
10、is not satisfied,the seller must make up in time and guide the buyer to leave a positive comment.If the buyer is satisfied with the product or service,the seller can ask the buyer to write detailed positive comments.1PART 2Passage ReadingProvide rewards It will be easier for buyers to leave positive
11、 comments if sellers provide some rewards.For example,if buyers leave positive comments and upload pictures,the seller can reward them 2 or 5%off for the next purchase.Even a very small reward can attract buyers to write comments,and even improve customer loyalty.Now,most of the Cross-border E-comme
12、rce websites all use these methods to stimulate customers to write positive comments,and improve brand awareness.PART 2Passage Reading2Show customers comments Sellers can put customers positive comments and pictures on the home page.For example,Rosenfeld Injury Lawyers put the customer who gives a f
13、ull score on the home page,which can stimulate other users to send feedback.Or the seller can share the comments on social media.In order to make the comments more convincing,the seller can also allow buyers to provide short video comments,usually within 30 seconds.When collecting comments,the selle
14、r should clearly express what kind of comments they want to receive in order to avoid collecting similar non-specific comments.Comments about customers personal experience are more effective than the comments that express love,because the former provides detailed information and can help drive the p
15、otential customers to place orders.PART 2Passage Reading3Ensure product quality All in all,asking buyers to give feedback and comments is a very important part for cross-border e-commerce.If sellers want to receive positive comments,they must first provide the best quality products and services,the
16、most effective communication,and good marketing to reduce negative comments.They should also actively help buyers solve problems,and let buyers appreciate the sellers earnest service.PART 2Passage Reading4New Wordsevaluationvljen n.1New Wordact of ascertaining or fixing the value or worth of 评价；评估 e
17、.g.)Students rewrite their papers and submit them for final evaluation.学生们修改了他们的论文，并交上去进行最后的评审。)The product needs an expert evaluation.这种产品需要专家评估。返回couponku:pn n.01New Word2a small piece of printed paper that you can exchange for sth or that gives you the right to buy sth at a cheaper price than nor
18、mal 配给券；（购物）票证；（购物）优惠券e.g.)You can use the coupon and buy what you want.你可以使用优惠券购买你想要的。)Sometimes you can cut a coupon out of a magazine and use it to get a discount.有时候你可以从杂志上剪下一张优惠券，买东西时能够打折。返回negativenegtv adj.New Word3considering only the bad side of sth/sb;lacking enthusiasm or hope；消极的；负面的；缺乏热
19、情的 e.g.)Being unemployed produces negative attitudes to work.失业会产生对工作的消极态度。)Scientists have a fairly negative attitude to the theory.科学家们对这个理论的态度是相当消极的。返回revise rvaz v.New Word4to change sth,such as a book or an estimate,in order to correct or improve it修改；修订 e.g.)Three editors handled the work of r
20、evising the articles for publication.3位编辑负责文章的修订出版工作。)They realized that some of their prices were higher than their competitors and revised prices accordingly.他们意识到自己有些价格高于竞争对手，就相应调整了价格。返回modify mdfa v.5New Wordto change sth slightly,especially in order to make it more suitable for a particular pur
21、pose调整；稍作修改；使更合适 e.g.)Neither party shall modify the contract without authorization.任何一方不得擅自修改合同。)The office software has been modified over the years.这个办公室软件经过了多年的改进。返回reward rw:d n.01New Word6a thing that you are given because you have done sth good,worked hard,etc.奖励；回报；报酬 e.g.)The company is sta
22、rting to reap the rewards of long-term investments.这家公司开始收获长期投资的回报。)He deserves a reward for his efforts.他积极努力，值得奖赏。返回 loyalty llti n.New Word7the quality of being faithful in your support of sb/sth 忠诚；忠实；忠心耿耿 e.g.)Improving customers loyalty and satisfaction is our goal.提升客户忠诚度和满意度是我们的目标。)Diligence
23、 and loyalty sometimes compensate for the lack of ability.勤勉和忠诚有时可弥补能力的不足。返回stimulate stmjulet v.New Word8to make sth develop or become more active;to encourage sth促进；激发；激励 e.g.)Success will stimulate the people for fresh efforts.成功能鼓舞人们去作新的努力。)China must strive to stimulate its domestic consumption
24、 instead of relying on investment and exports.中国必须努力刺激国内消费，而不是依赖投资和出口。返回convincing knvns adj.9New Wordthat makes sb believe that sth is true令人信服的；有说服力的 e.g.)His sales pitch was smooth and convincing.他的推销词流畅又有说服力。)This is the most convincing evidence that I can find to prove my point.这是我所能找到的最令人信服的证据
25、，以证明我的观点。返回Phrases&Expressionsbe affected by 受影响01P&E e.g.)Supply and demand curves can be affected by a number of factors.很多因素可以影响供给和需求曲线。)In the first case you will not be affected by this issue.在前一种情况下，您不会被这一问题所影响。Phrases&Expressions01P&E02positive ratio 好评率 e.g.)The positive ratio can directly r
26、eflect the buyers satisfaction with the product.卖家好评率可以直接反应出买家对产品的满意度。)Sellers try every means to improve the positive radio.卖家们想方设法提高好评率。Phrases&ExpressionsP&E03be impressed by 被所感动；对印象深刻 e.g.)I think people would be impressed by your language abilities.我想人们会对你的语言能力留下深刻的印象。)You will be very impress
27、ed by our high-quality products.您会对我们高质量的产品印象深刻。Phrases&ExpressionsP&E04make up for 弥补Phrases&Expressions e.g.)Nothing can make for her loss.没有什么弥补她的损失。)You have to make up for the money she lost.你必须弥补她损失的金钱。brand awareness 品牌意识05P&E e.g.)Customer satisfaction and brand awareness are improved gradua
28、lly.客户满意度和品牌意识逐渐提高。)Online marketing can help people build brand awareness.网络销售可以帮助人们建立品牌意识。Phrases&ExpressionsTask 1 Work in pairs.Read the passage and answer the following questions.1Why do most sellers regard customers comment as an effective tool?2What should seller do if he/she receives negativ
29、e feedbacks?3How could seller urge buyer to leave a comment if buyer does not leave any comment?Task 2 1.In view of the present situation,well have to _our original plan.2.Patients are taught how to _ their diet.3.Building brand _ is crucial to the success of his company.4.Everything he says is reas
30、onable and _.5.In addition to the 88 positive comments,16 consumers had_ views.6.He was given the paid vocation as a _ for running the store successfully.7.The completion of this project _ the economy of this region.8.People who have visited our store will be _ by the quality products with reasonabl
31、e prices.Complete the following sentences with the words or phrases in the box.Change the form if necessary.revise modify loyalty convincing negative reward stimulated impressedTask 3 1.原计划须加以修改。(revise)_2.我们需要对这套新体系做出一个正确的评价。(evaluation)_3.消费者在决定要买什么东西的时候往往更重视负面消息，而不是正面消息。(negative)_4.你提高了销售额，理应受到奖
32、励。(reward)_5.该公司旨在年轻消费者中培养品牌忠诚度。(loyalty)_ 6.材料供给不足会影响生产。(be affected by)_Translate the following sentences into English,using the expressions in brackets.It is necessary to revise the original plan.We need to carry out a proper evaluation of the new system.Consumers generally place more weight on n
33、egative information than on the positive when deciding what to buy.You deserve a reward for increasing sales.The company aims to capture brand loyalty among young consumers.Production might be affected by insufficient supply of materials.PART THEREReal Case Analysis 在跨境电商平台上，买家评价是一个店铺赖以生存的重要指标，一个店铺运
34、营的好坏关键在于买家对产品或服务等好评数据的累积。在可预见的未来，无论是亚马逊、全球速卖通还是eBay，规则向用户倾斜的趋势将越来越明显。相较于国内电商，跨境电商的用户评价更加真实，能更准确地反映卖家状况。卖家应充分重视买家的评价，对于买家的好评，卖家应表示感谢或者引入一些店铺广告。对于买家的差评，卖家的回复要全面细致，措辞得当，尽可能让买家说出不满意的地方并及时弥补，进而引导买家修改评价。PART 3Mini-Project 在货物妥投后2-3 天内，卖家可以主动询问买家对产品是否满意，如果满意让其留下好评。如果有什么问题或不满意的方面，应让其在留下评价前先联系您，并承诺会尽最大努力解决买家
35、的疑问。1Sample 1邀请客户留评Dear xxx,As part of Customer Satisfaction team,I want to reach out to learn whether you have received the product.I just wanted to make sure that youre happy with our product.If you have any issues,please reply to this message so I can make it right.Were a small business and we ca
36、nt exist without your comments and reviews.Your comment is so important to us!If you think weve done a good job,I would really appreciate it if you would leave us your positive comment.If youre not satisfied,let us make it right before leaving negative comment.Email us and we will do whatever it tak
37、es to make you happy.I want to personally thank you for being one of our customers.We love our customers and will always be here if you need us.Take Care,Yours Sincerely,xxx 店铺的好评率越高，客户就会对店铺增加信任感。同款产品，如果质量、价格都一样，客户肯定会选择好评率高的店铺购买。如何卖家收到买家的好评，一定要及时答复、感谢买家的好评，并提供特别折扣、发放优惠券等有助于买家再次消费。一封较好质量的好评回复，在称呼上需要使
38、用客户的名字，让客户觉得有亲切感，落款名称可以是客服的名字，以便让客户觉得自己并不是和一个冰冷的互联网在交易，这样也方便后续的邮件营销和SNS营销等。2Sample 2 回复好评客户的模板Dear xxx,I just noticed that you left positive feedback and I want to personally thank you.It means a lot to my small business.We will give you a good discount for your next purchase and hope to build up a
39、long-term relationship with you.Thanks again for positive feedback and have a good day!Yours sincerely,xxx 卖家收到买家的中差评时，一定要通过站内信、邮件等方式积极和买家沟通，向他们表达诚挚的歉意，问清楚到底是质量问题，还是物流太慢或是包装破损，并主动提出解决问题的方案。例如买家说产品质量不好，卖家可以答应给其退换货或退款，同时给予一定的补偿。用行动和诚意逐步引导买家移除中差评，修改为好评。3Sample 3 回复中差评客户的模板Dear friend,We feel very sorry
40、 that you are unsatisfied with our product or service.Please accept our sincere apology.We will be more careful next time,and try our best to be more professional.As a new store,customers comments play a very important role to our shop,so we hope that it will be a chance to help us to revise your ne
41、gative comment into a positive comment.If you could kindly revise the comment,we would resend the right item with the least possible delay and give you an additional discount.Many thanks for your support and your kind understanding.I am looking forward to your reply.Best Regards,xxx1.Your comment is
42、 so important to us._2.We would really appreciate it if you would leave us your positive comment._3.If youre not satisfied with the product,please give us an opportunity to make it right before giving negative comment._4.We feel very sorry that you are unsatisfied with our product or service._5.We h
43、ope you will revise your negative comment into a positive comment._ Highlighted Sentences 您的评价对我们很重要。如果您给我们好评，我们将不胜感激。如果您对产品不满意，请在给出差评前给我们一个机会更正。我们深表抱歉您对我们的产品或服务不满意。我们希望您能将差评改为好评。6.If you are not completely satisfied with your purchase,return it to us within 14 days and we will refund your money wit
44、hout question._7.Our products are not only of the highest quality but also very reasonably priced._8.Please kindly click the following link and leave your comments on our product and service._9.Your favorable comments are the driving force of our continuous efforts._10.We would resend the right item
45、 with the least possible delay and give you an additional discount if you could kindly revise the comment._ Highlighted Sentences 如果您对此次购买并不十分满意，您可以在14天内退货，我们一定给您退款。我们的产品不仅质量上乘而且价格合理。请您点击以下链接评价我们的产品和服务。您的好评是我们不断努力的动力。如果您能修改评价，我们会立刻给您重新发货并给您一个额外的折扣。You are selling lovely baby dolls on Wish.Youve got reviews from three buyers recently.Now you are writing replies to the three buyers respectively according to their comments below.Part Four：Mini-ProjectTHANKYOU跨境电商系列教材Unit 5 After-sale Services of Cross-border E-commerce
