PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS

May 2014

Tim Davies eBay Manager Seller Education & Engagement

THINK LIKE A BUYERBuyers 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.

3PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS

You’re in good company on eBay.com.au

*Screenshots of live eBay stores on 20-May-2014

4PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS

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.

5PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS

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.

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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

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WHAT EXPECTATIONS SHOULD YOUR BUYERS HAVE?

• 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

eBayPremiumService

PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS

THE BEST SERVICE STANDARDS ON EBAYKnow what buyers want. Aim to impress.

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What impresses eBay buyers?• 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

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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

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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

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• 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

GO FOR GOLDThe coveted eBay Premium Service badge is awarded to individual listings that meet strict criteria, offering the best possible service standards on eBay.

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eBay Premium Service badge

PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS

eBayPremiumService

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 onlistings 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)

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Communication

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.

HANDLE WITH CARE

The transaction isn’t over once you’ve sent the order. Anticipate potential problems and implement effective customer retention strategies.

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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

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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?

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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

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• Let your customers knowhow you will communicatewith 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

Contact us

PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS

Communicate competently

sellercentre.ebay.com.au

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Further training Social media Read

ebay_academy

Visit:

sellercentre.ebay.com.au/training

Next steps

PROVIDE YOUR CUSTOMERS WITH THE BEST SERVICE STANDARDS