亚马逊前台差评回复模板

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研究表明，产品评论会影响90%以上亚马逊消费者的购买决策。

对于一个评价数量很少的Listing来说，如果一个1星差评在listing中显示超过3天，将会严重影响该页面的点击转化率。据不完全统计，12个好评才能抵消1个差评带来的负面影响。

当卖家收到差评后，首先可以尝试直接联系卖家删除评论，但是直接联系买家并不容易，并且处理不当，买家甚至还会向亚马逊举报那就得不偿失了。

另一个更具可操作性的方法是在差评下留言，以积极的态度和适合的言语化解差评的负面影响，毕竟，卖家针对差评的每一次回复都相当一次小的危机公关。

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Responding openly and honestly to negative reviews can help you to maintain your brand image, convince future customers that if they have a problem you can help them fix it, and will help to keep customer satisfaction up.

公开诚信的回复前台的差评不仅可以维护品牌形象，让还未购买的客户看到相信如果出了售后问题你们能够帮助解决，还有助于提高客户满意度。

Here’s why dealing with reviews is so important to ecommerce:

这就是为什么在电商平台，处理好客户评价尤为重要：

Reviews impact purchasing decisions for more than 93% of consumers. That’s a lot of conversions you could miss out on。

根据调查显示，产品评价会对客户的决策影响超过93%，从而影响产品的转化率。

They show potential customers that more of their peers are buying and loving (or hating) the product, and provide social proof.

这些评价向潜在客户展示为什么他们买这个产品，喜欢这个产品或者讨厌这个产品。

Since consumers don’t see a product physically before making an ecommerce purchase, good reviews help to address any uncertainty and minimise risk.

由于客户在网上购物是没办法看到产品实物，评价好的产品能够消除他们对产品的不确定性和减少他们的购物风险。

92% of customers read reviews, and many will sort reviews to view negative ones as part of their product choice process.

92%的客户都会在下单前阅读产品评价，而且有很多客户在决定要要购买前会专门看差评内容。

We will go over some response templates to deal with negative reviews on Amazon, for common issues that many products get.

下面这些模板可以帮助解决回复一些常见的差评问题。

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The Product Doesn’t Work

产品不工作了

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Customers often have different expectations regarding products, and sometimes the product either doesn’t work as expected or may actually have a problem. If the customer leaves a negative review first, you can and should try to contact them to fix the problem. If that doesn’t work, you should consider replying publicly.

不同的客户对产品会有不同的期望值，有时是因为是产品无法像他们预期那样工作，有时是真的有问题。如果客户留了差评，你可以试着去联系客户解决问题，如果解决不了，那就要考虑在前台回复，让其他买家看到，不要影响他们购买。

模板如下：

“Hello [buyer],

Thank you for your feedback. We’re sorry this product isn’t working for you. Could you contact us (find us from the ‘contact the seller’ function in your purchase history) to let us know what went wrong so we can try to solve the problem?

We know it’s frustrating to order something that doesn’t work as expected, so we’d like to offer you a replacement, or, if you’d like, we can issue a refund.

[Your company]”

It’s also important to keep in mind that negative product reviews should always be a teaching moment. If customers are saying bad things about the product, it may be time to re-evaluate and determine if something is actually wrong with it.

要记住，差评的出现也是最好的产品教学时刻。如果客户是对产品质量说了不好的评价，那我们是时候重新评估产品本身了，看是否是真的有问题。

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Shipping is Slow

配送慢

If a shipping or customer support review creeps into your product reviews, you may be able to contact Amazon to have them remove it.

如果遇到物流类差评，可以直接联系亚马逊移除。

However, you should still respond to those reviews if they leave it as a seller review. In this situation, your best option is to accept responsibility and apologize, because your goal is to encourage brand trust for future customers and potentially save a relationship. Include an apology, explanation, and solution in your response.

但是同时你也要在前台回复客户。在这种情况下，您最好承担责任并道歉，因为你是要建立潜在客户的品牌信任。在回复中包含道歉，解释和解决方案。

模板如下：

“Hi [buyer],

We deeply apologise for the shipping delay. [Explanation] We, unfortunately had a backorder and products were out of stock. [Solution] We’re working to improve our inventory management to prevent issues like this from happening again.

In the meantime, we understand how disappointing it was [tie it into their reasoning] for this to arrive too late for your mother’s birthday. Please contact us and we’d be happy to work on either helping you return the product or offering you 20% off on your next order.

[Your company]”

In the future, if you know that your shipping is slow for a certain area, consider re-evaluating your fulfilment strategies or using an FBA prep warehouse.

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Customer Service is Slow

客服支持非常慢

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Negative seller reviews should be a learning opportunity. They are the easiest way to diagnose what you’re doing well or badly in terms of fulfilment, customer service, or inventory management.

差评从另外一个角度来说也是卖家的一次学习机会。它们是最简单地能反应在客户服务或库存管理方面诊断做得好或坏的方法。

模板如下：

“Hello [buyer]

We apologise for the inconvenience and difficulty you experienced here.

We go through tons of emails every day, and sometimes an order slips through the cracks, but it’s never okay. We’re working hard to create a better system that will prevent this sort of issue in the future.

As an apology, please contact us for a 25% off coupon should you choose to order from us again.

[Your brand]”

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Other Problem (product is broken, smells, etc.)

其他问题（产品坏了，有气味等）

Customers can complain about a range of things that are often founded but sometimes difficult to verify or diagnose. Here, your goal should be to check with your product to see if there is an issue you can fix, and respond with understanding.

客户的有一些抱怨是很容易发现的，但是有一些抱怨是很难验证或诊断的。那么，你的目的就是要检查你的产品去看是否有方式可以解决他们的抱怨，以及做出好的回应。

For example, in the case of a negative review complaining the product arrived broken, you could leave the following comment:

比如，如果有的差评是针对产品到货破损，则可用以下模板回复：

Hello [buyer],

We’re sorry to hear your product arrived broken. We try to take every precaution to ensure that everything arrives safely, but it clearly didn’t work this time.

Please contact us and we’ll arrange a replacement free of charge, or if you prefer we can issue a refund.

[Your brand]”

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Wanting Extra Features

想要其他的功能

Some product reviews are comparisons of other products (or a hypothetical one). Here, your best approach is to leave a polite reply and step away, because there often isn’t much you can do to fix it.

有一些差评是对比其他产品的（或者是完全客户自己假想的）功能。那么你要做的回复就是进行一个礼貌的回复就可以了，因为通常对这类回复没有其他的解决方式了。

模板如下：

“Hi [buyer],

That’s a great suggestion. We have heard it a few times and will definitely take it into consideration when developing the next version of the product.

For now, if you aren’t completely happy with it you can contact us and we can help you set up a return.

[Your company]”

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Structure of a Negative Review Response

差评回复套路结构

While it’s important to have some structure to your negative review responses, it’s also important that you don’t say the same thing to every customer.

回复差评的时候使用一些套路结构是必要的，但是记住，不要对每一个客户都说同样的话。

Most people want to feel heard as an individual, and using a copy-paste response (that others can see) won’t help.

因为大多数客户都希望自己能真的被认真对待，如果只是使用复制粘贴的这种模板（只是为了让其他买家看到），是不会有什么用的。

Recognise that there is a problem. Even if you don’t think there is, an unhappy customer is always a problem.

卖家要意识到这一点，尽管你不认为这是一个问题，但是因为这个导致的不开心的客户会是问题。

· Don’t make excuses. Apologise and move forward.

不要找接口。道歉然后解决。

· Let the customer know you’re listening. If applicable, refer to something they said directly.

让买家知道你在听他们说的话。如果可以的话，回复中要涉及到他们评论中说的内容。

· Take steps to fix the problem, offer a suggestion, or provide an apology such as a discount.

采取措施解决问题，提出建议或提供道歉，例如折扣。

“友情建议：模板可以借鉴修改，但是不要完全一点都不改的照抄。针对每个客户有相应的回复，这样客户才能感受到卖家的用心，才能处理好一个差评。

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