跨境電子商務雙語教程 案例庫第8章 跨境電商客戶服務

《跨境電子商務雙語教程》案例庫CaseBankfor《BilingualCourseofCross-BorderE-Commerce》2023年1月InJanuary,2023(1)公司運營管理混亂，商品進貨渠道管理不嚴，銷售前也不能把好質量關，客戶投訴后也不能馬上妥善處理。(2)首先向客戶道歉并取得諒解；其次商品退回，承擔客戶商品運費和損失，發(fā)給客戶正品；第三在公司內部處理，嚴厲懲罰相關工作人員并杜絕類似事件的發(fā)生。(3)客服人員要經常學習真假產品鑒定知識，也可以請知名品牌公司來開講座，與客戶保持經常性的溝通來滿足客戶需求，提高客戶消費體驗。Chapter8Cross-BorderE-CommerceCustomerService

第8章跨境電商客戶服務UsercomplainsthatA*****Chinasellscosmeticswithonly51daystoexpireandrefusetohandlerefundsOnOctober19,2022,Ms.QianofZhejiangProvincecomplainedto"DianSuBao〃thatsheboughtClinique72-hourself-repairmoisturecreamthroughA*****APPonAugust21,2022.AfterreceivingitonSeptember9,shefoundthattheproductiondatewasNovember2019,andtherewereonly51daysleftbeforetheexpirationdate.A*****repliedthatbecauseitwasanoverseasproduct,itcouldnotbereturnedandreplaced.Ms.Qiannowrequestsarefund.Ms.Qianhasfiledacomplaintto12315onSeptember17,whichishandledbyBeijingChaoyangDistrictMarketSupervisionandAdministrationBureau.OnSeptember19,afterexamination,itmettheacceptanceconditionsspecifiedintheInterimMeasuresforHandlingComplaintsandReportsofMarketSupervisionandAdministration,anddecidedtoacceptit,butonOctober11,itwasreportedthatthemerchantrefusedtohandleit.Ms.Qiannowrequeststheplatformtoperformitsdutiesandurgebusinessestorefundlosses.Source:./s?id=l754429724046153397&wfr=spider&for=pcQuestion:Whatadverseeffectsdoyouthinkthiswillhaveontheonlinestoresoftheplatform?Whatshouldyoudoifyouareacustomerservicepersonnel?Thiseventmaybeduetothelowpriceofgoodsneartheshelflife.Howtopricetheproductsjustproduced?案例L用戶投訴“亞**中國”出售只剩51天過期化妝品申請退款拒不處理2022年10月19日，浙江省錢女士向“電訴寶”投訴稱自己于2022年8月21日通過亞**APP購買倩碧72小時自我修護水嫩保濕霜，9月9日收到后發(fā)現生產日期是2019年11月，離過期只剩51天，亞**回復因是海外購產品，不能退換，錢女土現要求退款。錢女士已于9月17日投訴至12315,處理單位北京市市轄區(qū)北京市朝陽區(qū)市場監(jiān)督管理局。9月19日經審查，符合《市場監(jiān)督管理投訴舉報處理暫行辦法》規(guī)定的受理條件，決定受理，但是10月11日反饋：商家拒絕處理。錢女士現請求平臺履行職責，督促商家退賠損失。資料來源：https:〃/s?id153397&wfr=spider&for=pc問題：(1)您認為這件事對該平臺的線上店鋪會有什么不良影響？(2)如果您是客服人員該如何處理？(3)可能是臨近保質期的商品價格較低，如果是剛生產的產品如何定價？Answer：Thecustomercommentsonthebusinesstripanddamagesthecompany'simageandcustomerrepurchaserate.First,apologizetothecustomer,explainthereasonandobtainunderstanding;Second,returnthepaymentforgoodsorsendtheproductsjustproducedtothecustomer;Third,reporttothecompanytoreducetheoccurrenceofsimilarevents.Pricingofnormalproducts:Productcost:Inadditiontofindingthewholesalepriceof1688,Pinduoduoduoandotherplatforms,youcanalsogotothefactoryonthespotorcontactthemerchantsbytelephone.Platformservicerate:slightlydifferentfromeachplatform,generallyaround15%commissionfee.Consultyouraccountmanagerfordetails.Domesticfreight:itisrelatedtothesize,weight,quantityandfrequencyofbulkpurchase,distanceandchannelofgoods.Internationalfreight:thelogisticschannelandmaindestinationcountryoftheproduct,thenetweightoftheproductplustheweightoftheinternationalpackage,Exchangerate:Allforeignexchangepaymentsandincomeshouldtakeaccountofexchangeratechanges.Profitmargin:thecross-bordere-commerceindustryisabout20-30%,andfactorssuchasdifferentproductcategories,productsources,marketingcosts,platformcosts,logistics,etc.fluctuate.參考答案：(1)客戶差評，影響公司形象和客戶復購率。(2)首先向客戶道歉，說明原因并取得諒解；其次退回貨款或者寄給客戶剛生產的產品；第三上報公司減少類似事件的發(fā)生。(3)正常產品的定價：＞產品成本：除了查找1688、拼多多等平臺批發(fā)價格，也可以實地去工廠或跟商家電話聯系。＞平臺費率：各平臺略有不同，普遍為15%左右的傭金費。具體不懂的可以咨詢你的客戶經理。＞國內運費：跟貨品大小、重量、大批采購量和頻率、路途遠近、渠道等相關。＞國際運費：產品的物流渠道和主要的目的國家，產品凈重加上國際包裹包裝重量，＞匯率：所有的外匯支付和收入要考慮匯率變動。＞利潤率：跨境電商行業(yè)大約20-30%,不同產品類目、產品來源、營銷費用、平臺費用、物流等因素浮動。Refusetochangeduetocustomsdeclarationerror?"*****PostOverseasPurchase“referstodeliberatelyhighcustomsdeclarationtaxandnotprovidingcustomsinvoiceOnNovember16,2022,Mr.WangofHebeiProvincecomplainedtothe“TelegramTreasure77thathispackagewasautumnpants,andthatthecustomsdeclarationof*****PostOverseasPurchasewasfilledinincorrectlyandwaswrittenasouterpants.AccordingtothecomplaintmadebyGuangzhouCustoms,becausetheyfilledinthecustomsdeclarationformincorrectly,theyshouldfillinthecustomsdeclarationaccordingtothevalueofthetrousersof600yuan,buttheactualvalueofthetrousersof300yuanshouldbefilledinaccordingtothecustomer.Thecustomsofficertoldthetelephonereplythatthecustomsshouldbedeclaredagain,buttheexpresscompanyrefusedtodeclareagain.Theirmistakesandrefusaltochangemadecustomerspay120yuanmorecustomsduties.Mr.Wangsaidthathewaswaitingforthemtodeclareagain.Suchcaseshaveoccurredmanytimesinthepast,andtheyallthinkthattheamountisnotserious,andtheydonotprovidetariffinvoices,sotheyarehighlysuspectedofembezzlingtariffs.Afterthiscomparison,theydeliberatelyoverstatedthetariffandchargedstoragechargesduringthenegotiation.Atpresent,theyarestillwaitingfortheirreplytothecustomsdeclarationagain.Theyhavealreadychargedstoragecharges.Source:./s?id=l754429724046153397&wfr=spider&for=pcQuestion：Whatproblemsdoyouthinkexistinthecompany，soperation?(2)Ifyouareacustomerservicepersonnel,whatshouldyoudo?(3)Howdocustomerservicepersonnellearncustomsbusinessknowledge?案例2：報關錯誤拒絕更改？，郵海外購”被指故意高報關稅且不提供關稅發(fā)票2022年n月16日，河北省王先生向“電訴寶”投訴稱自己的包裹是秋褲,*郵海外購報關填寫錯誤，寫成了外褲。經投訴廣州海關了解，因為他們填寫報關單錯誤,按照外褲價值600元填寫,實際應該按顧客填寫秋褲價值300元報關。海關人員告知電話回復應該重新報關，但該快遞公司拒不重新申報，他們的錯誤和拒絕更改使顧客需多付120元關稅。王先生表示，目前等待他們重新報關。以前多次出現此類情況，均認為數額不大未認真，并且他們都不提供關稅發(fā)票,高度懷疑他們私吞關稅。這次較真后，他們故意高報關稅，并在協(xié)商期間收取倉儲費用，目前還在等待他們重新報關的回復，他們已經收取產生了倉儲費用。資料來源：/s?id=l754429724046153397&wfr=spider&for=pc問題：(1)您認為公司運營存在什么問題？(2)如果您是客服人員，該如何處理？(3)客服人員如何學習海關業(yè)務知識？Answer：Thecompany'soperationandmanagementarechaotic,financialsystemmanagementisnotrigorous,invoicesarenotprovidedtocustomers,andcustomerexperienceisnotvalued.Thestaffarenotfamiliarwiththecustomsdeclarationbusiness.First,apologizetothecustomerandgetunderstanding;Second,correctthewrongcustomsdeclarationcategoryandreturnthepricedifference,orreturnthegoods,andbearthefreightandlossofthecustomer'sgoods;Thethirdistonotifythecompanytoimprovethemanagementsystemandeliminatetheoccurrenceofsimilarevents.Customerservicepersonnelshouldoftenstudytherelevantdocumentsofimportcustomsdeclaration,orinvitecustomsdeclarationexpertstogivelectures,andstrengthenexchangeswithindustrypersonnel.參考答案：(1) 公司運營管理混亂，財務制度管理不嚴謹，不向客戶提供發(fā)票，不重視客戶體驗，報關業(yè)務不熟悉。(2)首先向客戶道歉并取得諒解；其次更正錯誤報關類目并退回差價，或者商品退回，承擔客戶商品運費和損失；第三在公司內部通報，改進管理系統(tǒng)并杜絕類似事件的發(fā)生。(3)客服人員要經常學習進口報關相關文件，也可以請報關專家來講座，加強同行交流。Case3:"S*****“APPisaccusedoffalsepropagandaandsellingsecond-handdefectiveproductsOnNovember5,2022,Ms.LiofHunanProvincecomplainedto〃DianSuoBao〃thatonOctober27,2022,Ms.LiboughtaGUCCIhorsebit1955seriesminihandbagontheS*****APP,withavalueof5867yuan.Intheprocessofqualityinspection,theproductwaspointedouttohaveobviousartificialdefects,andJijiproposedcompensationof1000yuanasasubsidy,butMs.Lididnotagree.Thecustomerservicesaidthatitcouldre-orderandpromisedthattherewouldbenomoredefects,andpromisedthatthebrandnewgenuineproductcouldbepurchasedwithconfidence.SoonNovember1,2022,Ms.LiboughtthesameproductagainontheS*****APP,withavalueof5978yuan,andreceivedtheartificialdefectsfoundinthequalityinspectionontheafternoonofNovember4,2022.It'shardnottodoubtthattheS*****APPisnotsellingnewgenuineproducts,butsecond-handdefectiveproducts.ThisshoppingAPPmainlyfocusesonthebrandnewandgenuineoverseasdirectmailproducts.However,APPusessecond-handgoodstosubstitutegenuinefirst-handgoods,over-hypesanddeceivesconsumers,makingMs.Liextremelysuspiciousoftheirgoodssource,andMs.Liignoredanddelayedthetimewhenshetriedtocoordinatewiththemtosolvetheproblem.Thecustomerservicewasperfunctoryandextremelyindifferent,whichfailedMs.ListrustinthemanddelayedMs.Lisvaluabletime.1hopetherelevantgovernmentdepartmentscansolveit.Source:/s?id==spider&for=pcQuestion：Whatproblemsdoyouthinkexistinthecompany，soperation?Ifyouareacustomerservicepersonnel,whatshouldyoudo?Howdocustomerservicepersonnellearnthebusinessknowledgeofgenuineandfakeproducts?案例3：“識*”APP被指虛假宣傳以次充好售賣二手瑕疵品2022年11月5日，湖南省的李女士向“電訴寶”投訴稱，2022年10月27日李女士在識*APP上購買了一款GUCCI馬銜扣1955系列迷你手袋，價值5867元。商品在質檢過程中指出有明顯的人為瑕疵問題，識*提出賠償1000元作為補貼，李女士未同意，客服表示可以重新下單并承諾不會再出現瑕疵情況，并承諾全新正品可放心購買。于是2022年11月1日李女士重新在識*APP上再次購買同款類產品，價值5978元，并于2022年11月4日下午又收到了質檢查出來的人為瑕疵。這很難不讓人懷疑識*APP根本售賣的不是全新正品，而是二手瑕疵品。該款購物軟件主打的是海外直郵全新正品這幾個字眼，現在卻拿二手貨品以次充好，過度虛假宣傳，欺騙廣大消費者，讓李女