當你的產品收到差評時，是不是感覺之前所有的努力付諸東流?

如果一個1星差評在你的listing中顯示超過3天，將會嚴重影響你的產品銷量。差評對所有亞馬遜賣家都一樣，但是如果你學會如何正確處理差評，就可以盡可能減少差評對產品銷量的影響。

有研究表明，92%的消費者在購買產品之前會先看一下產品評論，而一個差評帶來的負面影響需要用12個好評來抵消。

正常來說，當我們收到差評后應該直接聯系留評買家，溝通解決買家的問題，消除差評，但亞馬遜不會輕易給我們買家的聯系方式，所以我們沒那么容易直接聯系上買家。通常來說，亞馬遜買家主頁的昵稱和后臺訂單名稱并不一致。

還有一個消除差評的方法是聯系亞馬遜客服，請求移除差評，但請不要對此抱太大希望，亞馬遜幾乎不會輕易幫賣家移除差評。

你還有一個選擇，那就是在差評底下留言。但這個做法風險也很大，留言寫得不好，效果適得其反。

那么處理差評的最好方式是什么呢?——處理亞馬遜差評的4條黃金守則。

1.迅速回應

收到差評后你需要做的第一件事是仔細閱讀差評，抓客的差評提示工具可以顯示您收到的差評，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重要。當客戶不滿意你的產品時，你需要站在客戶的角度去思考：為什么我會對產品不滿意。站在客戶的角度思考問題可以讓你和客戶感同身受。

3.保持冷靜(淡定)

有的差評，買家的留言很讓人生氣，但是此刻你不能直接在那條差評底下評論，并和買家爭論，這樣只會讓事情越來越糟，你要知道，一旦你在差評底下評論了，這個評論將出現在你的listing上面被所有人看到。

你的首要任務不是要向買家證明他是錯的，而是要盡量減少這個差評的負面影響，比如如何減少這個差評對轉化率的影響。其實你最終面對的不止是這一個留差評的客戶，而是所有這個產品的潛在客戶。

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

4.解決問題

現在我們來解決客戶的問題：

產品受損——重新發一個新產品給客戶。

客戶對產品使用方式錯誤，導致客戶認為產品不工作——給客戶打個電話，親自教客戶如何使用產品。

在解決問題時要時刻牢記你的任務是盡量減少可能帶來的損失。舉個例子：

當你去羅馬旅行時，想通過貓途鷹(Tripadvisor)訂一家餐廳，但是當你找到一家餐廳，翻看這家餐廳的評論時，看到這樣一條評論：“吃個飯我從沒等過這個長時間，我大概等了1個半小時才上菜，我不會再來了!”你或許會猶豫。但是當你看到商家在差評下的留言：“您好，我是本店的經理，非常抱歉沒有給您帶來最佳的用餐體驗，您用餐的那一天是4月25號，是節假日，剛好我們缺人手。我們的一個主廚生病請假了，您知道，我們餐廳一向對我們的菜品有信心，所以當天我們出菜速度有些慢。我們愿意在您下次光顧本店時提供50%的折扣，并親自為您服務。

當你看完商家的留言后，是不是會考慮一下這家餐廳了?其實，這家餐廳用了回應差評的4條黃金法則。

以下是一些我回應客戶的模板：

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]

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

還記得我之前說過的：1個差評的而影響需要12個好評來消除嗎?當你有了更多的好評后，你可以將最先的那條差評擠到最底下，當潛在客戶在瀏覽產品評論時，不會一下子看到那條差評。而獲取好評最有效的方式是設置自動郵件，為已購買產品的客戶發送郵件。這一類工具就不得不提一下Rocket

Reply了——我們在Rocket 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""

特別聲明：以上文章內容僅代表作者本人觀點，不代表ESG跨境電商觀點或立場。如有關于作品內容、版權或其它問題請于作品發表后的30日內與ESG跨境電商聯系。