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.

1. PROVIDE YOUR CUSTOMERS WITH
THE BEST SERVICE STANDARDS
May 2014
Tim Davies
eBay Manager Seller Education & Engagement

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. 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. 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. 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.

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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

7. WHAT EXPECTATIONS SHOULD YOUR BUYERS HAVE?
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• 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. THE BEST SERVICE
STANDARDS ON EBAY
Know what buyers want. Aim to impress.

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. 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
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

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.

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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
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. 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

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
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
• 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. sellercentre.ebay.com.au

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