Service marketing touchpoints in the transaction process include customer service, order processing, dispute resolution, sales promotion, and goods delivery. Since cross-border e-commerce transactions involve differences in product specifications, regional culture, and ways of thinking, and the international logistics cycle is long, system design is required to ensure customer experience throughout the process. It is recommended to complete service marketing in transaction fulfillment from three dimensions: customer communication service, customer care in the order process, and personalized packages.
1. Customer communication service
Customer communication service is an important bridge connecting cross-border e-commerce companies and overseas customers, affecting transaction conversion and brand image. On the premise of systematically understanding product knowledge, logistics, payment, customs clearance, platform operation and overseas customer needs, personalized inquiry templates, diverse reply methods, flexible language communication skills, and clear problem-solving thinking can be used to handle customer problems before, during, and after sales, pursue professional and efficient communication, and moderately convey brand value to win customer trust.
2. Customer care in the order process
Orders are the focus of customer attention. Customer care in the order process usually includes order care, payment care, delivery care, and receipt care. Because the cross-border e-commerce shopping process is long, negligence in any link may lead to negative comments from buyers and affect repeat purchase conversions. Therefore, good customer care in the order process can, on the one hand, ensure the smooth completion of the transaction, and on the other hand, pave the way for the next repeat purchase.
3. Personalized packages
Intangible services can be displayed through tangible packages. Personalized packages are an indispensable part of cross-border e-commerce service marketing. Personalized packaging, reminder cards, gifts, positive reviews and cashback cards all reflect the company’s service awareness. In addition, personalized packages can also convey corporate culture. With the development of digital technology, the application of intelligent customer service in cross-border e-commerce will become more and more in-depth. Through rule setting, intelligent customer service can achieve agile response and automated reply, complete the automated order service process, and provide personalized package suggestions to enhance customer experience in transactions.