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PROVIDE YOUR CUSTOMERS WITH
THE BEST SERVICE STANDARDS
May 2014
Tim Davies
eBay Manager Seller Education & Engagement
THINK LIKE A BUYER
Buyers are rarely going to think like a seller, so it’s your job to think like a
buyer. This will empow...
PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS 3
You’re in good company on eBay.com.au
*Screenshots of live eBay s...
PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS 4
Engage with your customers effectively
In a physical shop, we can...
PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS 5
What do your customers expect?
From past experiences…
Other eBay ...
6
Credentials
Testimonials
Promises
Navigation
Reassurance
Store design
Branding
Value proposition
Emotional appeal
Releva...
WHAT EXPECTATIONS SHOULD YOUR BUYERS HAVE?
7
• Quick response to questions
• Courtesy & professionalism
• Accurate product...
THE BEST SERVICE
STANDARDS ON EBAY
Know what buyers want. Aim to impress.
What impresses eBay buyers?
9
• When the seller appears professional
• Adequate product and seller information
• Proactive...
10PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS
Offer Fast ‘N Free postage
• Free delivery
• 0-1 business day han...
11
Delivery tracking
• Reduce the risk of Opened Case Defects for
‘Item Not Received’ (INR)
• Always use tracked delivery ...
12
• Offer free delivery when possible
• Pack all items as if they are fragile
– Use the “H” tape pattern to seal boxes
• ...
GO FOR GOLD
The coveted eBay Premium Service badge is awarded to individual listings that meet strict
criteria, offering t...
14
eBay Premium Service badge
PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS
eBay
Premium
Service
The Top Rated pr...
15
Communicatio
n
DOA Transit damage Change of mind
Tell your customers before they buy, what to expect from you.
Set a re...
HANDLE WITH CARE
The transaction isn’t over once you’ve sent the order. Anticipate potential
problems and implement effect...
17
That’s not fair!
I don’t like you anymore.
I’m going to dob you in.
I’m going to get you.
Child thinking
What were you ...
18
Adult thinking
This customer just gave me
(a complete stranger) some of their
hard-earned cash. They obviously
started ...
19
Recognise that there is an issueRecognise
Acknowledge
Discover
Recover
Acknowledge the customer’s situation and
take ow...
20
• Let your customers know
how you will communicate
with them, and when.
• Respond quickly to all inquiries.
• Always co...
sellercentre.ebay.com.au
22
Further training Social media Read
ebay_academy
Visit:
sellercentre.ebay.com.au/training
Next steps
PROVIDE YOUR CUSTOM...
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Best Service Standards for eBay Sellers 1405

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Attracting, engaging and converting customers on eBay is dependent on your ability to understand customers' needs and expectations. Find out what eBay buyers like and expect, and learn how to impress over and over again.

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Best Service Standards for eBay Sellers 1405

  1. 1. PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS May 2014 Tim Davies eBay Manager Seller Education & Engagement
  2. 2. THINK LIKE A BUYER Buyers are rarely going to think like a seller, so it’s your job to think like a buyer. This will empower you to offer service standards that truly delight.
  3. 3. PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS 3 You’re in good company on eBay.com.au *Screenshots of live eBay stores on 20-May-2014
  4. 4. PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS 4 Engage with your customers effectively In a physical shop, we can provide customers with an immersive sensory experience which involves all the senses, and influences their emotions. Make the online shopping experience for your customers as engaging and immersive as possible using language, colours, shapes, images, compelling value and reassuring policies.
  5. 5. PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS 5 What do your customers expect? From past experiences… Other eBay sellers Other websites Bricks’n’mortar shops Friends’ stories Dealings with you What they are told to expect… What you say about yourself Competitor advertising Media stories What you say about yourself Dealings with you Address any potential gaps in customer expectations by providing explicit information.
  6. 6. 6 Credentials Testimonials Promises Navigation Reassurance Store design Branding Value proposition Emotional appeal Relevance Expectations Efficiency Packaging Communication Reassurance Transparency Efficiency Security Communication Reassurance Warranty Feedback Servicing/Parts Communication Reassurance  Buyers are not the enemy. They simply want to trade their money for satisfaction. The product is only part of the equation. Identify your customers’ expectations and exceed them …every time. Attraction Engagement Transaction Delivery Post-sale Execute active & passive customer support at every step PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS
  7. 7. WHAT EXPECTATIONS SHOULD YOUR BUYERS HAVE? 7 • Quick response to questions • Courtesy & professionalism • Accurate product description • Competitive postage • Order dispatched quickly • Order delivered in time • Products delivered in condition advertised • Product functions as meant to • Fair & competitive returns policy/process Best practice: • Phone or 1-2 hours email • Non-defensive, objective • Free postage • 0-1 day handling • Express postage option • 30 days eBay Premium Service PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS
  8. 8. THE BEST SERVICE STANDARDS ON EBAY Know what buyers want. Aim to impress.
  9. 9. What impresses eBay buyers? 9 • When the seller appears professional • Adequate product and seller information • Proactive and responsive communications • Plenty of large high quality photos • Good quality products • Competitive price • Free delivery • Quick delivery • Tracked delivery • Simple returns process • No nasty hidden surprises PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS
  10. 10. 10PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS Offer Fast ‘N Free postage • Free delivery • 0-1 business day handling • Express delivery option Where eBay can estimate delivery to buyer within 4 business days from payment. Merchandising Expectation Everything rests on the DELIVERY Reality
  11. 11. 11 Delivery tracking • Reduce the risk of Opened Case Defects for ‘Item Not Received’ (INR) • Always use tracked delivery services • Upload a valid online tracking number to eBay to qualify for Seller Protection • Low DSR Defects for Postage Time do not count if you: - Offer free delivery - Offer 0-1 business day handling - Upload a valid tracking number within 1 business day of cleared payment. Reality PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS Seller Protection
  12. 12. 12 • Offer free delivery when possible • Pack all items as if they are fragile – Use the “H” tape pattern to seal boxes • Use a range of carriers – Access the best pricing for package size, type and destination • Contain delivery costs – Use Label Printing on eBay or Rate Tables for bulky items • Lodge Australia Post items over the counter – To obtain proof of lodgment required by PayPal Seller Protection • Use only carriers with online tracking – To protect yourself against Item Not Received (INR) cases • Only send to the buyer’s delivery address from checkout • Consider taking out marine insurance for your business Delivery best practices PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS
  13. 13. GO FOR GOLD The coveted eBay Premium Service badge is awarded to individual listings that meet strict criteria, offering the best possible service standards on eBay.
  14. 14. 14 eBay Premium Service badge PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS eBay Premium Service The Top Rated program is designed to provide customers with a clear indication of the most trusted sellers offering the best postage and returns services eBay Premium Service badge appears on listings that meet the following criteria: • From Top Rated Sellers • Free postage • Fast handling (same day or next business day) • An express postage option (need not be the free one) • 30+ day money back returns (seller can set the terms)
  15. 15. 15 Communicatio n DOA Transit damage Change of mind Tell your customers before they buy, what to expect from you. Set a reassuring returns policy PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS If you’re selling to Australian consumers, be aware of your responsibilities under Australian Consumer Law to replace, repair or refund. eBay Sellers are required to comply with the law.
  16. 16. HANDLE WITH CARE The transaction isn’t over once you’ve sent the order. Anticipate potential problems and implement effective customer retention strategies.
  17. 17. 17 That’s not fair! I don’t like you anymore. I’m going to dob you in. I’m going to get you. Child thinking What were you thinking? PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS
  18. 18. 18 Adult thinking This customer just gave me (a complete stranger) some of their hard-earned cash. They obviously started out by trusting me, so somewhere along the line I’ve done something or failed to do something that has damaged that trust. How can I restore their trust and get them to buy again? PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS What were you thinking?
  19. 19. 19 Recognise that there is an issueRecognise Acknowledge Discover Recover Acknowledge the customer’s situation and take ownership for resolving it. Discover exactly what happened Take actions that recover the customer and will leave them truly happy. Review Review and thank the customer for their contact. *Based on Limebridge framework PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS Effective customer retention
  20. 20. 20 • Let your customers know how you will communicate with them, and when. • Respond quickly to all inquiries. • Always communicate via eBay Messages. • Proactively notify customers of any changes or delays. • Reassure, don’t dictate. • Provide your contact details in intuitive locations. 1. Email 2. Phone 3. Letter PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS Communicate competently
  21. 21. sellercentre.ebay.com.au
  22. 22. 22 Further training Social media Read ebay_academy Visit: sellercentre.ebay.com.au/training Next steps PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS

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