From the perspective of products, e-commerce customer service: do you really know your company's customer service department

Every worker engaged in e-commerce has to admit that customer service In terms of philosophy, "practice is the only standard for checking and sorting out the quality of products"; In popular terms, "it is a mule or a horse that is pulled out for a walk".

First, I would like to give a brief introduction to the background of the company I work for. The company is a typical "Apple model" - that is, the company is responsible for product brand, research and development, design, quality control, storage, logistics, sales, after-sales, and the production and manufacturing process is completed by traditional factories. At present, the company's products are sold both online and offline channels, and online has ranked first in the industry for several consecutive years.

In order to understand the situation after the product enters the market, I product manager I have been working in the customer service department for half a month. During this process, I observed and summarized some problems in the customer service department. After I finished my summary, I found that some of the problems may be the problems that e-commerce companies will have, so here is a reference for practitioners in the same industry.

My summary is mainly divided into two parts. The first part is about system design, which is a macro perspective. The second part is about sales skills, which is a micro perspective. In order to prevent what I have summarized from becoming an armchair strategist, at the end of each system design, specific implementation methods are given; Behind each sales skill, specific answer scripts are given. I hope that practitioners in the same industry can learn more from my articles than just ideas, but also how to implement them.

Institutional level:

1. Feedback system

The work of the customer service department will communicate with a large number of customers every day. I found that in the process of communication, we can not only understand the problems of our customer service department, but also understand the problems that other departments need to coordinate or solve.

give an example:

Customer: "Your delivery speed is too slow, can you hurry up" - storage department;
Customer: "Your products are different from the pictures, and the propaganda is exaggerated"—— operate Department;
Customer: "Can you issue special VAT invoice" - financial department;
Customer: "Your product is too hard and uncomfortable to use" - product department;
Customer: "Our family is an old man, so we don't buy unless we deliver the goods" - logistics department;

……

It can be seen from the above customer problems that the customer service department has received a lot of comments, which are divided into of value And of Worthless Many valuable customer opinions cannot be solved by the customer service department, so these valuable problems that cannot be solved by the customer service department can be reported to other departments to help the whole company continuously optimize the process and jointly improve.

For example, the problem of "our family is an elderly person, and we will not buy goods without delivery", whether the warehouse can negotiate with the logistics and require customers to pay an additional 10 yuan for delivery to the logistics to solve this problem.

There are two specific operation modes: one is to hold a monthly meeting The meeting between departments is initiated by the customer service department and forced by other departments ； The other is to summarize the opinions of the customer service department, And submit it to relevant departments, requiring them to provide solutions within the specified time 。

2. Daily clearing checklist system

Usually, in the process of sales, we will accept the special requirements of customers. However, there is also a problem that we forgot our promise, so when we failed to meet the customer's requirements in the future, the customer would find us to express their dissatisfaction. As a result, after-sales would spend more money to solve the problem. At this time, we have fallen into a passive position.

So can we set up a Japanese Qing system : Record the things that have been promised to customers' special requirements every day, and check them every night when they leave work. Track things that have no results, and then actively communicate with customers to avoid customer dissatisfaction caused by subsequent passive communication.

3. Weekly main style system

When customers ask questions, they are often asked: What is the difference between these models? Which do you think is better for me to buy? This problem actually involves another problem: Which of the products at the same price is our most profitable Customer service should induce customers to buy the one with the highest profit, so as to maximize the company's profits. So I think we can set a Weekly main push system (The profit of this model is significantly higher than that of other models.) Also, some additional rewards are set for the sales of this model.

The specific operation mode is: the operation department submits the main push of this week (the next week) every week, and then sets up the corresponding incentive system. The customer service department writes and trains the relevant induction scripts for this model.

4. (FAQ) Script optimization system

When I first arrived at the customer service department, I carefully reviewed a large number of customer service chat records and found many interesting words: for example, sending an expression at the end of each sentence can make customers feel warm, for example, adding "de" at the end of each sentence can make customers feel friendly, for example, quick reply can make customers feel respected, and so on.

But on closer observation, I found that many skills may be unique to individuals. Then, I wonder whether it is possible to set a Script optimization system ？ For example, for the same question, you can collect the answers of each customer service, and then judge the advantages and disadvantages of these answers, so as to create an optimal script.

The specific operation mode is: through a large number of customer problems found from the background, Make an electronic examination paper, find time for each customer service to fill in on weekends, and then analyze and select the collected answers to form the best script 。

Sales level:

Because of my professional background in psychology, I combine psychology with our customer service work. I give the following experience:

Compensate or shift the center of gravity after rejection

We all don't like to be rejected, which is determined by physiological mechanism. Because when we receive a rejection, the brain will secrete endorphins, leading us to make irrational decisions. However, as customer service personnel, when we cannot meet the customer's requirements, we often need to reject the other party, but after rejection, we can compensate or shift our focus.

give an example:

① Your price should be more favorable, otherwise I won't buy it;

Shift the center of gravity : As a customer service, we have really tried our best. Although we can't give you a discount, we can provide you with three-year quality warranty, lifelong repair consulting services, and the most timely and high-quality after-sales service;
Give compensation : Of course, our customer service would like to try our best to facilitate the transaction. Although it is impossible to give you further discounts, we can give you a memo pad as a small gift.

② You must deliver today, or I won't buy it;

Shift the center of gravity : I hope to deliver the goods to you as soon as possible, but because we are large items, we will conduct a detailed inspection before shipment in order to ensure that the goods you receive are intact. Although you waited several hours more, you also avoided receiving defective goods.
Give compensation In fact, as a customer service, I am also very anxious, but the warehouse delivery does need to go through a process of inspection, in order to express our regret. We give you a memo pad. I hope you can write down your happy things in this memo pad every day.

Quickly judge the other party's language environment

When I first graduated, I was always bookish, but some of the people I met were local tyrants, so I always felt that I was not on the same channel. Later, I found that when communicating with a person, the first thing to do is to judge the language environment of the other person. When talking with a hooligan, I should swear like the other person. Only then did the other person feel that I was the same kind of person as him, and when talking with a professor, I should be polite, and the other person felt that I was also a cultured person. Using the language familiar to the other party to communicate can quickly shorten the communication distance.

give an example:

① I will discuss this with my wife;

Judgment: over 30 years old, white-collar, male, college degree or above;

Answer: The family that listens to the wife's opinion is more harmonious. Now is the time to show your man's communication charm. If your wife has any questions, I can answer them at any time. Is your wife near the computer at present?

② Will your products explode? It's terrible;

Judgment: about 20 years old, student, Doubi;

Answer: Our product is XXX certified riot proof. It is specialized in preventing chrysanthemum explosion. Compared with our product, you should prevent your roommate.

Give the other person multiple choice questions instead of question and answer questions

We are often asked questions about e-commerce sales, but professional sales personnel should know how to ask questions. One of the skills of asking questions is to give multiple-choice questions rather than question and answer questions, because multiple-choice questions are easier to answer and easier to keep communication going.

give an example:

① Questions and answers are easy to lead to inability to answer;

What kind of products do you prefer?
What material do you prefer?

② Multiple choice questions can get answers quickly;

Do you prefer products with PU leather or products with mesh cloth?
Do you use our products for 3-5 hours or 7-10 hours every day?

Always exceed customer expectations a little

According to my own shopping experience, I find that the communication mode is always "one question and one answer". I think a feasible way to improve customer satisfaction is to always exceed customer expectations a little.

give an example:

Customer: My child is 7 years old and now 135CM. How high is the product suitable for purchase?

Customer service (general answer): It's more appropriate to buy XXCM - XXCM products, which is just right for your child's height.

Customer service (beyond expectations): The age of 7 is an important period for children's self-consciousness development. At this time, they can gradually let them complete things independently and cultivate a sense of responsibility. For chairs, it is recommended to purchase XXCM - XXCM products.

Customer: I use your products every day. You recommend one with good quality and long-term durability.

Customer service (general answer): XX models are doing activities now, which is especially suitable for you.

Customer service (more than expected): Sitting for a long time has certain disadvantages for the human body. It is recommended that you stretch more often to promote blood circulation. Therefore, it is appropriate to recommend XX products.

Of course, if the answers always exceed the customer's expectations, it will take some time and cost, and the operation is difficult, but it can become a development direction for us. When each of our answers is unique and has unique value, we will become expert customer service personnel.

Try to avoid automatic reply

Automatic response is a double-edged sword. On the one hand, it can save time cost and speed up the transaction efficiency. On the other hand, it can also lead to a reduction in the sincerity of communication. So if time allows, or if it is a big order sale, reducing automatic response can enhance our communication sincerity.

Author: Yang Jie, WeChat: Jackaniy. Black and white tone household product manager, master of psychology.