《跨境電商英語》課件-Customer Maintenance

CustomerMaintenanceAcquirebasicknowledgeaboutthemethodsofmaintainingrelationshipwithcustomers1Userelevantskillstomaintainregularcontactwitholdcustomers2MastertheprofessionalskillsofproductpromotiononCross-borderE-commerce3LearningGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upPART1Warming-upWorkingroup.Lookatwhatthefollowingpeoplesayordoandexpressyourownopinionswithyourgroupmembers.Trytorelatetoyourpersonalexperience.A.TodayisLisa’sbirthday.Thestorefromwhichshehadonceboughtthecottonbedsheetssentherabirthdaycardthismorning.Thismakesherfeelhappyandmoved.Shesaysshewillvisitthestoreagain.PART1Warming-upB.Oneofmyfriendswhorunanonlineshoponcetoldme,“Thecostofdevelopingnewcustomersisclearlymoreexpensivethanmaintainingoldcustomers.Wemustmakegreateffortstokeepoldcustomerswhiledevelopingnewcustomers.”PARTTWOPassageReadingPART2PassageReadingIntraditionalinternationaltrade,weusuallymeetthecustomersinexhibitions.ThemaindifferencebetweentheexhibitionandCross-borderE-commerceplatformisthatalmosteverycustomercanmeetwiththesellerintheexhibitionfacetoface.Thatis,intraditionalinternationaltrade,thefinaltransactionbetweenbuyersandsellersmayactuallybebuiltonpreliminarycontact.However,asthekeycharacteristicofInternet,buyersandsellershavenevermetbeforethetransactioniftheydobusinessontheCross-borderE-commerceplatform,soweareunabletodeterminecustomers’informationevenbeforewecommunicatewiththem.Ofcourse,theCross-borderE-commerceplatformsprovidevariouswaystohelpbuyersandsellersidentifyeachother'sinformation,butthesemethodsarealsobasedontheInternet.Consequently,thenatureofInternetdeterminesthatwearestillunabletodeterminethebackground,realinformationandotherfactorsofbothsidesinthetransactionthroughthemostintuitiveway.CustomerMaintenance

Inbusiness,asingletransactiontothebusinessisonlythevalueforasingletime,orasingletradetobuyersandsellersmeansonlytheprofitforasingletime.Inordertoallowbuyersandsellerstogainprofitscontinuouslythroughtransactions,theremustbeamethodtohelpbuyersandsellerstoformastrongconnection.Thisdoesnotonlymeanthevalueforacertainperiodoftime,butalsotheaddedvalueofbusiness.Becausethisstrongconnectioncreatesnewvaluessuchasbrandvalueandservicevalue,whichisunrelatedtothetransactionitself.PART2PassageReading

ThedifferencebetweenthecustomersontheCross-borderE-commerceplatformandinthetraditionalinternationaltradeliesinitsuncertainty.ItisnotdifficultforustounderstandthatthemaintenanceandtheestablishmentofcustomerconnectiononCross-borderE-commerceplatformsisamorecomplicatedprocessthanintraditionalinternationaltrade.However,customermaintenanceisthekeytoCross-borderE-commerce.Accordingtothestudy,thecostofdevelopinganewcustomerisfivetimesasthatofretaininganoldone.SohowdowemaintaincustomerrelationshipsandestablishacloseconnectionwithourcustomersonCross-borderE-commerceplatforms?ThisrequiresustoconsiderthebasisofCross-borderE-commerceplatform,andcarryoutthefollowingactivities:PART2PassageReading1.Collectcustomerinformation,buildcustomerdatabase

Sellersshouldcollectdetailedinformationoncustomers'personalinformation,purchasehistory,buyingpreferencesandconcerns.Theseareall“clues”thatcanhelpsellersunderstandthecustomer'spreferences.Afterknowingthese,thesellercanprovidecustomerswithpersonalizedservice.1PART2PassageReadingMaintainregularcontactwitholdcustomers

Inordertoretainandmaintaingoodrelationshipswithcustomer,manyCross-borderE-commercesellerswillsende-mailorcardstocustomersonholidaysorcustomers’birthday.Itcanchangethebusinessrelationshipintofriendrelationship,andhelpthesellerstofollowupwiththecustomers.PART2PassageReading2Replyoldcustomers’emailwithoutdelay

Oldcustomer’emailmustberepliedonthesameday.Ifyouencounteracomplicatedproblem,andcannotreplyonthesamedaywithoutthecooperationfromothersides,wemustpromptlyinformthecustomer.Forexample:“Mailreceived,andisbeingprocessed”.Evenso,youmustreplythatcustomernomorethanthreedayslater.PART2PassageReading3EnsureproductqualityProductsmustgothroughstrictqualityinspectionandthequalityofproductsmustbeensured.Onlythequalityisensuredwillthecompanydevelopbetter,andthecustomerswillrepurchasethesehigh-qualityandinexpensiveproducts.Overtime,itwillformapositive“ecologicalcircle”.PART2PassageReading4Payoldcustomersareturnvisitregularly

Theso-calledreturnvisitistheplannedtrackingservicetooldcustomers.Itcanbeanemail,invitingtheoldcustomerstogivefeedbackabouttherecentqualityandserviceofproductsandothersuggestions.Inshort,theaimistoletbuyersknowthatthesellerisreallybuyer-centered,andwantthebuyerstohaveabettershoppingexperienceinthefuture.PART2PassageReading5NewWordspreliminary[pr??l?m?n?ri]adj.

1NewWordhappeningbeforeamoreimportantactionorevent初步的；預(yù)備的

e.g.Ⅰ)Theyrefusedtonegotiateunlessthreepreliminaryrequirementsweremet.如果三項先決條件得不到滿足，他們就拒絕談判。

Ⅱ)Hereisourpreliminaryanalysisofthenewsalesplan.這是我們對新銷售計劃的初步分析。返回characteristic[?k?r?kt??r?st?k]n.01NewWord2atypicalfeatureorqualitythatsb/sthhas特征；特點(diǎn)；品質(zhì)e.g.Ⅰ)Theneedtocommunicateisakeycharacteristicofhumansociety.

需要交流是人類社會一個重要的特征。Ⅱ)Thetwogroupsofproductshavequitedifferentcharacteristics.

這兩組產(chǎn)品具有截然不同的特點(diǎn)返回identify[a??dent?fa?]v.NewWord3torecognizesb/sthandbeabletosaywhoorwhattheyare確認(rèn)；認(rèn)出；鑒定

e.g.Ⅰ)Pleaseidentifytheregisteredtrademark.

請認(rèn)明注冊商標(biāo)。Ⅱ)Thebankwillnotchangethechequeunlessyouareabletoidentifyyourself.

除非你能證明你的身份，否則銀行不會兌換你這張支票。返回intuitive

[?n?tju:?t?v]adj.NewWord4obtainedbyusingyourfeelingsratherthanbyconsideringthefacts直觀的；直覺的

e.g.Ⅰ)Itisaveryintuitiveandnaturalwaytocontrolthecar.

這是一種非常直觀且自然的方式來控制汽車。Ⅱ)Thisblue-backlightLCDdisplayenablesalloperationsmoreintuitive.

這種藍(lán)色背光液晶顯示器使各種操作更加直觀。返回uncertainty

[?n?s?:tnti]n.

5NewWordsomethingthatyoucannotbesureabout;asituationthatcausesyoutobeorfeeluncertain拿不定的事；令人無把握的局面

e.g.Ⅰ)Uncertaintyisadiscouragementtoinvestment.不確定性令投資者裹足不前。Ⅱ)Theuncertaintycreatedbythissituationmustbeconfusingforyou.

這種局面所造成的不確定性肯定讓你感到困惑。返回maintenance

[?me?nt?n?ns]n.01NewWord6theactofmakingastateorsituationcontinue維持；保持

e.g.Ⅰ)Themaintenanceofinternationalpeacemattersalot.維護(hù)世界和平事關(guān)重要。Ⅱ)Thisapproachreducesmaintenancecostsforbothmanualandautomatedtesting.這種方法減少了人工和自動檢測的維護(hù)成本。返回

preference

[hju:?m?d?ti]n.NewWord7agreaterinterestinordesireforsb/sththansb/sthelse偏愛；愛好；喜愛e.g.Ⅰ)IhaveastrongpreferenceforChineseproducts.我對中國產(chǎn)品有強(qiáng)烈的偏愛。Ⅱ)Manypeopleexpressedastrongpreferenceforshoppingonline.許多人強(qiáng)烈表示喜歡上網(wǎng)購物。返回personalized[?p??s(?)n(?)l??zd]adj.NewWord8madeforordirectedoradjustedtoaparticularindividual個性化的

e.g.Ⅰ)Ouronlinestoreprovidesahighlypersonalizedservice.我們的在線商店提供高度個性化的服務(wù)。Ⅱ)Thepersonalizedluggageismadetoourownexactingspecifications.這個個性化的行李箱是按照我們自己嚴(yán)格的規(guī)格要求定制的。返回encounter

[?n?ka?nt?(r)]v.9NewWordtoexperiencesth,especiallysthunpleasantordifficult,whileyouaretryingtodosthelse遭遇，遇到（尤指令人不快或困難的事）

e.g.Ⅰ)Everydayofourlivesweencounterstressesofonekindoranother.我們在每天的生活中會面臨這樣或那樣的壓力。Ⅱ)Ifyouundertaketheproject,youareboundtoencounterdifficulties.如果你承接這項工程的話，免不了會遇到許多困難。返回Phrases&Expressionsbaseon基于01P&E

e.g.Ⅰ)Cooperationisbasedonmutualtrust.合作建立在互相信任的基礎(chǔ)上。Ⅱ)

Judgmentshouldbebasedonfacts.判斷應(yīng)以事實為依據(jù)。Phrases&Expressions01P&E02addedvalue附加值

e.g.Ⅰ)Wewilladjustthestructureofexportcommoditiestoraisetheiraddedvalue.我們將調(diào)整出口商品結(jié)構(gòu)以提高商品附加值。Ⅱ)

Addedvalueandefficientproductionisbecomingacoreobjectiveforsmallandmedium-sizedproducersinChina.附加值和高效率生產(chǎn)正成為中國中小型生產(chǎn)商的核心目標(biāo)。Phrases&ExpressionsP&E03liein位于；在于

e.g.Ⅰ)Therealstrengthsandweaknessesofanenterpriselieintheplans.一家企業(yè)真正的優(yōu)勢和劣勢在于計劃。Ⅱ)

Diligenceleadstosuccesswhilefailureliesinlaziness.勤奮通往成功而失敗在于懶惰。Phrases&ExpressionsP&E04ecologicalcircle生態(tài)圈Phrases&Expressionsreturnvisit回訪05P&E

e.g.Ⅰ)Theshopisworthareturnvisit.這家商店值得再次光顧。Ⅱ)

Thereturnvisittotheoldcustomersisessentialandeffective.對老客戶的回訪上必要且有效的。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1WhyisitmorecomplicatedtomaintainandestablishcustomerconnectiononCross-borderE-commerceplatformsthanintraditionalinternationaltrade?2Whatinformationcansellercollectaboutcustomer?3Whatcansellerdotomaintainregularcontactwitholdcustomers?Task21.Thefutureisfullof____________andpossibilities.2.Wealwaystryourbesttoprovideyouwith______________productsandservicestoachievemutualbenefits.3.Retailinginthefuturewillemphasizemoreandmoreon___________andconvenience.4.___________talk(s)onthefutureoftheInternationalbusinessbeganyesterday.5.Theimportanceofnaturalfoodtothe______________ofhealthcan’tbeignored.6.Personal________________,suchasage,sexandmaritalstatusaretakenintoaccount.7.TheCompanycaresabouttheproblemsanddifficultiestheemployees___________duringtheirworkandleisuretime.8.Thetestshould________whichsmokersaremostpronetodeveloplungcancer.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.

uncertainties

personalized

added

value

Preliminaryl

maintenance

characteristics

encounter

identifyTask31.說了幾句開場白之后，他即宣布優(yōu)勝者名單。(preliminary)______________________________________________________________2.你在工作中會不可避免地遇到困難。(encounter)______________________________________________________________3.我們商店可以給您更個性化的體驗。(personalized)_____________________________________________________________4.經(jīng)濟(jì)和政治風(fēng)險加劇了市場的不確定性。(uncertainty)___________________________________________________________5.抗衰老是我們這款面霜的主要特點(diǎn)。(characteristic)____________________________________________________________6.瑞士以其高質(zhì)量高附加值的產(chǎn)品著稱于世界。(addedvalue)____________________________________________________________TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.Afterafewpreliminaryremarksheannouncedthewinners.

You

would

inevitably

encounter

difficulties

in

your

work.

Ourstore

can

give

you

a

more

personalized

experience.Economic

and

political

risks

fuel

uncertainty.

Anti-agingisthemaincharacteristicofourfacialcream.Switzerland

earns

a

good

reputation

of

its

high

quality

added

valueproducts.PARTTHERERealCaseAnalysis溝通交流最重要的作用之一就是建立良好的業(yè)務(wù)關(guān)系，這需要賣家們平時多和買家溝通，把握各種機(jī)會給買家發(fā)送可以增進(jìn)感情的友好郵件。纂寫友好郵件或信息耗費(fèi)的精力和費(fèi)用微乎其微，但它們卻能鞏固現(xiàn)有的老客戶關(guān)系，甚至創(chuàng)造新的商機(jī)，提高客戶重復(fù)購買率。

PART3Mini-Project成交過大貨單的老客戶是必須要去主動維系的，利用客戶生日、節(jié)假日等機(jī)會發(fā)送祝福信息，利用店鋪活動、新品推送等機(jī)會發(fā)送折扣信息和優(yōu)惠券等。在維系、跟進(jìn)這些客戶的過程中把握創(chuàng)造新單的機(jī)會。設(shè)置稱呼時，使用“you”而不是“allcustomers”（各位顧客）或“everyone”（所有人）來增加人情味。寫郵件的口吻要像是你在和一個人講話那樣，因為每次只有一個人在讀你的郵件。PART3Mini-Project非節(jié)假日問候老客戶的主要目的是加深客戶對有過購物經(jīng)歷的店鋪的印象。同時，賣家在問候信中推薦最近的新品或者介紹店鋪的最新優(yōu)惠活動。用對老客戶的一句簡短問候作為結(jié)尾，以增添親切感。1Sample1老客戶日常問候模板Dearxxx,

Howhaveyoubeen?Youhavenotvisitedourstoreforalongtime.Wehavereleasedmanyhigh-qualitynewproductsrecently,weexpectyoutocome!

Maythejobandhappinessaroundyoutodayandalways.

Yourssincerely,

xxx節(jié)假日的真誠問候是賣家用來維系客戶關(guān)系的重要方式，可以給客戶留下深刻的印象。賣家在問候信中可以給客戶提供節(jié)假日的特別折扣或是節(jié)假日小禮物，這些舉動都會使客戶深為感動。2Sample2老客戶節(jié)假日問候模板Dearxxx,

ChristmasDayiscomingsoon.Wehavepreparedaspecialgiftcardforyoutoexpressoursincerewishes.Besides,youwillenjoy20%offandfreeshippingfortheChristmasSeason.Weareherewaitingforyou!

Ihopeyouhavegoodweatherandanenjoyabletime!

Yourssincerely,

xxx

在店鋪活動期間，賣家可以主動聯(lián)系新老客戶推薦關(guān)聯(lián)產(chǎn)品信息，刺激產(chǎn)品銷售。下面的賣家在推送店鋪活動時，行文直截了當(dāng)、直入主題。首先說明店鋪優(yōu)惠活動是因為三周年店慶，隨后簡潔明了地介紹店鋪的優(yōu)惠力度。結(jié)尾處再次承諾愿隨時為對方服務(wù)。3Sample3向客戶推送店鋪活動Dearcustomer,

Our3rdAnniversarySalestartsfromOctober1stto7th.Visitusandyouwillenjoy30%offfortheentireshop.Besides,youwillalsogetanadditional10%offifyouspendUSD500ormore.

Pleasefeelfreetocontactusifyouhaveanyquestions.Havealovelyday!

Yoursfaithfully,

xxx借助優(yōu)惠券引導(dǎo)客戶再次下單可以有效提高產(chǎn)品的銷量。賣家表達(dá)了對客戶一直以來支持店鋪的誠摯感謝，并送上8折優(yōu)惠券，應(yīng)注意優(yōu)惠券的力度一定要對客戶有足夠的吸引力。4Sample4向老客戶回饋優(yōu)惠券模板Dearfriend,

Thanksforyourcontinuoussupportforourstore.Hereisourgifttoyou.Pleaseapplythe20%couponinyournextpurchase.

BestWishes,

xxx賣家向老客戶推送新產(chǎn)品時要切記，買家的興趣不在于你所銷售的產(chǎn)品或服務(wù)，而在于他們作為老客戶會如何從中受益。在下面的新品推送郵件中，賣家首先強(qiáng)調(diào)新品數(shù)量有限，再突出老客戶可以打8折，這些賣點(diǎn)針對性強(qiáng)，有助于推動老客戶再次下單。5Sample5向老客戶推送新產(chǎn)品模板Dearfriend,

Ourstorewilladdnewstylessoonwhichareonlyavailableinsuper-limitedquantities.Youcanenjoyanadditional20%offforthenewarrivalssinceyouaretheregularcustomerofourstore.Don’tmissthechance!Seewhat’snewinourstore!

Wearejusthereforyou.

Yourstruly,

xxx賣家向新客戶推送產(chǎn)品時，應(yīng)設(shè)法讓其對所推銷的產(chǎn)品或服務(wù)產(chǎn)生購買欲望。要做到這一點(diǎn)，就要向潛在客戶指出自身在行業(yè)內(nèi)的豐富經(jīng)驗、產(chǎn)品或服務(wù)的優(yōu)點(diǎn)。如果客戶對產(chǎn)品一無所知，那賣家就必須附上店鋪網(wǎng)址和最新產(chǎn)品目錄以便潛在客戶進(jìn)一步了解。6Sample6向新客戶推送產(chǎn)品模板DearManager,

Weareahandmadeglovesupplierforover10yearsinGuangzhou,andwesupplyhandmadeglovesinavarietyofnaturalleatherswithgoodqualityandpriceinEurope&U.S.

Youcanfindfulldetailsonourcomprehensivewebsite:XXXXXX.Ifyouareinterestedin,Iwillsendourlatestcataloguetoyou.

Ilookforwardtohearingfromyou.

BestRegards,

xxx1.Thanksforyourcontinuoussupportforourstore.______________________________________________________________2.Youcanenjoyanadditional20%offforthenewarrivalssinceyouaretheregularcustomerofourstore.

______________________________________________________________3.Ifyouareinterestedinouritems,Iwillsendourlatestcataloguetoyou._____________________________________________________________4.Ibelievesomeitemswillbeofinteresttoyou.________________________________