處理亞馬遜差評(píng)的4條黃金守則-ESG跨境

當(dāng)你的產(chǎn)品收到差評(píng)時(shí)，是不是感覺之前所有的努力付諸東流?

如果一個(gè)1星差評(píng)在你的listing中顯示超過(guò)3天，將會(huì)嚴(yán)重影響你的產(chǎn)品銷量。差評(píng)對(duì)所有亞馬遜賣家都一樣，但是如果你學(xué)會(huì)如何正確處理差評(píng)，就可以盡可能減少差評(píng)對(duì)產(chǎn)品銷量的影響。

有研究表明，92%的消費(fèi)者在購(gòu)買產(chǎn)品之前會(huì)先看一下產(chǎn)品評(píng)論，而一個(gè)差評(píng)帶來(lái)的負(fù)面影響需要用12個(gè)好評(píng)來(lái)抵消。

正常來(lái)說(shuō)，當(dāng)我們收到差評(píng)后應(yīng)該直接聯(lián)系留評(píng)買家，溝通解決買家的問(wèn)題，消除差評(píng)，但亞馬遜不會(huì)輕易給我們買家的聯(lián)系方式，所以我們沒那么容易直接聯(lián)系上買家。通常來(lái)說(shuō)，亞馬遜買家主頁(yè)的昵稱和后臺(tái)訂單名稱并不一致。

還有一個(gè)消除差評(píng)的方法是聯(lián)系亞馬遜客服，請(qǐng)求移除差評(píng)，但請(qǐng)不要對(duì)此抱太大希望，亞馬遜幾乎不會(huì)輕易幫賣家移除差評(píng)。

你還有一個(gè)選擇，那就是在差評(píng)底下留言。但這個(gè)做法風(fēng)險(xiǎn)也很大，留言寫得不好，效果適得其反。

那么處理差評(píng)的最好方式是什么呢?——處理亞馬遜差評(píng)的4條黃金守則。

1.迅速回應(yīng)

收到差評(píng)后你需要做的第一件事是仔細(xì)閱讀差評(píng)，抓客的差評(píng)提示工具可以顯示您收到的差評(píng)，大大提升您的效率。

2.向客戶展示你的同理心

讓客戶感覺你能理解他們的訴求相當(dāng)重要。當(dāng)客戶不滿意你的產(chǎn)品時(shí)，你需要站在客戶的角度去思考：為什么我會(huì)對(duì)產(chǎn)品不滿意。站在客戶的角度思考問(wèn)題可以讓你和客戶感同身受。

3.保持冷靜(淡定)

有的差評(píng)，買家的留言很讓人生氣，但是此刻你不能直接在那條差評(píng)底下評(píng)論，并和買家爭(zhēng)論，這樣只會(huì)讓事情越來(lái)越糟，你要知道，一旦你在差評(píng)底下評(píng)論了，這個(gè)評(píng)論將出現(xiàn)在你的listing上面被所有人看到。

你的首要任務(wù)不是要向買家證明他是錯(cuò)的，而是要盡量減少這個(gè)差評(píng)的負(fù)面影響，比如如何減少這個(gè)差評(píng)對(duì)轉(zhuǎn)化率的影響。其實(shí)你最終面對(duì)的不止是這一個(gè)留差評(píng)的客戶，而是所有這個(gè)產(chǎn)品的潛在客戶。

所以如果你直接在差評(píng)底下的留言言語(yǔ)不恰當(dāng)，那么瀏覽你產(chǎn)品帖子的潛在客戶看到你的留言后會(huì)想：如果我也留了差評(píng)，是不是也會(huì)被如此對(duì)待。所以我們要保持淡定，展示出我們的同理心。

4.解決問(wèn)題

現(xiàn)在我們來(lái)解決客戶的問(wèn)題：

產(chǎn)品受損——重新發(fā)一個(gè)新產(chǎn)品給客戶。

客戶對(duì)產(chǎn)品使用方式錯(cuò)誤，導(dǎo)致客戶認(rèn)為產(chǎn)品不工作——給客戶打個(gè)電話，親自教客戶如何使用產(chǎn)品。

在解決問(wèn)題時(shí)要時(shí)刻牢記你的任務(wù)是盡量減少可能帶來(lái)的損失。舉個(gè)例子：

當(dāng)你去羅馬旅行時(shí)，想通過(guò)貓途鷹(Tripadvisor)訂一家餐廳，但是當(dāng)你找到一家餐廳，翻看這家餐廳的評(píng)論時(shí)，看到這樣一條評(píng)論：“吃個(gè)飯我從沒等過(guò)這個(gè)長(zhǎng)時(shí)間，我大概等了1個(gè)半小時(shí)才上菜，我不會(huì)再來(lái)了!”你或許會(huì)猶豫。但是當(dāng)你看到商家在差評(píng)下的留言：“您好，我是本店的經(jīng)理，非常抱歉沒有給您帶來(lái)最佳的用餐體驗(yàn)，您用餐的那一天是4月25號(hào)，是節(jié)假日，剛好我們?nèi)比耸?。我們的一個(gè)主廚生病請(qǐng)假了，您知道，我們餐廳一向?qū)ξ覀兊牟似酚行判模援?dāng)天我們出菜速度有些慢。我們?cè)敢庠谀麓喂忸櫛镜陼r(shí)提供50%的折扣，并親自為您服務(wù)。

當(dāng)你看完商家的留言后，是不是會(huì)考慮一下這家餐廳了?其實(shí)，這家餐廳用了回應(yīng)差評(píng)的4條黃金法則。

以下是一些我回應(yīng)客戶的模板：

Dear [CUSTOMER],

Thank you for purchasing with us.

I would like to personally apologize for your experience with our [PRODUCT].

We strive to offer the 100% satisfaction for all our customers and will do

whatever it takes to make you happy.

We would be happy to send you a replacement or issue you a full refund.

Please contact us directly at [YOUR EMAIL] to resolve this issue for you.

Thank you for giving us the opportunity to make this right

Sincerely,

[YOUR NAME]

[YOUR BUSINESS]

如果回應(yīng)得當(dāng)，你甚至于能讓客戶幫你移除這條差評(píng)。同時(shí)，你還可以做另外一件事：用好評(píng)的影響力抵消差評(píng)的影響。

還記得我之前說(shuō)過(guò)的：1個(gè)差評(píng)的而影響需要12個(gè)好評(píng)來(lái)消除嗎?當(dāng)你有了更多的好評(píng)后，你可以將最先的那條差評(píng)擠到最底下，當(dāng)潛在客戶在瀏覽產(chǎn)品評(píng)論時(shí)，不會(huì)一下子看到那條差評(píng)。而獲取好評(píng)最有效的方式是設(shè)置自動(dòng)郵件，為已購(gòu)買產(chǎn)品的客戶發(fā)送郵件。這一類工具就不得不提一下Rocket

Reply了——我們?cè)赗ocket Reply里放了很多很好的郵件模板供你選擇。

郵件模板目錄：

Email #1: Delivery Confirmation

Send out immediately after delivery to ensure that the product arrived

safely.

Email #2: Product Follow-up

Send out 3 days after delivery to see if the customer has any questions and

whether or not s(he) is happy with the product. Add additional value by

providing tips or suggestions on how to use the product.

Email #3: Thank You (and Review-ask)

Send out 7 days after delivery. Again, inquire into how happy the customer is

with the product, and ask for a review.

模板：

Email #1:

Subject: Your Product Has Been Shipped!

Hi [NAME],

Thank you for ordering our [PRODUCT NAME]. Your order is on its way, and you

should be receiving it shortly. You can track your delivery here: [ORDER

LINK]

We’re a small business, and we make great effort to keep our customers happy.

Therefore we want to ensure you are 100% happy with your product.

So once your order arrives, please let us know if you have any questions or

if there are any problems with the product. We’ll be sure to address any issues

as soon as possible.

In the meantime, let us know if you have any concerns.

Best Regards,

[NAME]

[BUSINESS NAME]

Email #2:

Subject: Got Any Questions About Your [PRODUCT]?

Hi [NAME],

Thank you again for your purchase! We noticed that your product was delivered

a few days ago, and wanted to check if you had any questions or concerns?

If you experienced any problems, just reply to this email today and we’ll

make it right.

We’ve put a lot of effort into creating [PRODUCT NAME], and we really hope

you enjoy it. To help you get the most out of it, we’ve put together a few

accompanying [TIPS/RECIPES/GAMES/ETC].

You can find them here: [LINK TO TIPS]

If you are happy with your purchase, I’d really love it if you could leave us

your feedback here: [FEEDBACK LINK]

Best Regards,

[NAME]

[BUSINESS NAME]

Email #3:

Subject: How Are You Enjoying Your [PRODUCT NAME]?

Hi [NAME],

It’s been around a week since you got your [PRODUCT] and we just wanted to

check in and see how you were enjoying it?

Again: If there are ANY issues, just reply to this email and we’ll make it

right.

But if you’re happy with your product, I’d like to ask a quick favor. As a

small Amazon seller, we heavily rely on reviews. And I’d really appreciate it if

you could leave us one here: [REVIEW LINK]

It should only take a couple of minutes, and it’d really make a huge

difference for us.

We deeply value your honest feedback.

Thank you!

Best Regards,

[NAME]

[BUSINESS NAME]

原文出處""

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