指标核算逻辑注意点
📌 三率的计算口径 ：
1. 品退率（Non-Buyer Fault Return & Refund Rate, NBFR）指标，只要顾客发起了退款退货，就计算到分子中。后面是否成功售后都不影响指标。
2. 投诉率（Complaint Rate, CR）指标，只要顾客发起了投诉，就产生了投诉工单量，就计算到分子中。后面是否取消关单不影响指标 = 若商家与用户沟通更改了客诉的原因，或尝试沟通取消客诉，都不会改变投诉工单的发起数量。
3. 差评率（Negative Review Rate, ONRR）指标，一段时间内顾客首次评价为1星及2星的评价数量占所有送达订单数中的占比。
在买家消费者发起品退/投诉后，在处理过程中，如果买家消费者改变了发起的原因，结果还是会按照发起时的原因来计算分子和原因率值。举例：
1. 买家消费者发起了【包裹未收到（商家责任）】的退款，商家去沟通买家消费者改原因到【商品不合身（非商家责任）】，但是对指标结果没有影响。由于买家消费者第一次发起的原因是【包裹未收到（商家责任）】，因此NBFR的分子会被计算为1。
2. 买家消费者发起了投诉，商家去沟通买家消费者改原因，会产生新的工单。这时候，计算投诉率的分子会增加1，因为有了新的工单，导致投诉率的分子计算了2次工单。
哪些指标会算入品退率（Non-Buyer Fault Return & Refund Rate, NBFR）指标？
对于退货退款的订单都可能计入品退率（Non-Buyer Fault Return & Refund Rate, NBFR），这部分主要是看买家选择的退货退款的原因。买家退货退款原因可以选择：
Inaccurate item description
Missing Item Parts
Item Damaged, but shipping box in good condition
Item defective or doesn't work
Wrong item was sent
No longer needed
Fabric, Material, or Style not as expected
Color or Pattern not as expected
Item doesn't fit
Item arrived too late
Package wasn't received
对于自发货的商家，只有No longer needed、Item doesn't fit（仅限Fashion类目：Womenswear & Underwear女装、Menswear & Underwear男装、Luggage & Bags箱包、Shoes鞋靴、Fashion Accessories配饰）不算商责。所以商家可以引导事先引导用户，如果一定需要退款，选择这2个原因
•对于可以退货类目的退货退款申请，TikTok 商店将自动批准所有可退货分类的退货请求。
•对于不可退货类目的退货退款申请，商家需在48小时内处理退货退款请求（周末除外），如无操作，系统将自动批准退货退款请求。
＊请注意：Refund only（仅退款）一样要看买家发起仅退款时选择的理由来判定是否计入品退。即如果顾客选择原因不是"No longer needed"，则此单仍然会计入品退。
DNR（Delivered Not Received）相关：
从11/5开始有2个实验组：若用户选择了DNR原因，平台再让用户等待48小时，同时若用户在物流显示delivered后48小时内立马发起DNR的退货退款，此时用户会在前端看到相关提示，让用户等待或者检查商品是否投递在其他位置。48小时后若用户再发起DNR，此时品退率NBFR和投诉率CR开始计算。也就是说，商家有48小时跟进物流相关问题。
若商家在后台收到相关反馈，请及时处理避免退款和投诉：
•表达歉意，提供给用户物流已送达的截图证明；让用户去检查住址附近的投递站，doorman(前台服务人员), 小区服务站，看查看物流是否真的运到。
◦运到没收到－如果UPS有证据递送照片，跟顾客寻求order zip code再次查看，截图询问顾客能否找到。找不到的话，在平台申请仅退款，理由package wasn't received。
◦运输中－向顾客表达歉意，查看物流状况是否更新，更新给顾客提供物流图片，并建议顾客等一等。
后台查看品退订单明细入口，了解品退原因：
哪些指标会算入差评率（Negative Review Rate, ONRR）指标？
同样的时间区间内，有差评的订单在所有未取消订单中的占比（系统会剔除刷单刷评等异常情况）。维度是以SKU商品维度的子订单为准，如果顾客订单中有多个商品，顾客将有权利进行多个评价。
举例：某顾客在你的店内买了1个A商品、2个B商品，则可以留2次评价，在商品评价页上各自独立展示。其中，因直播赠品（Free Giveaway）、买赠（Gift with Purchase）功能产生的SKU子订单也算在内。
•顾客可对每个评价进行改评分并留言，改评后不会使得差评率降低，不过可以：
◦让潜在消费者未来能在商品頁看到，帮助增加下单转化
◦商家收到差评罚单(Violations)后，可提交顾客改评结果作为申诉(Appeal)时的证明
•目前常见差评原因集中在：1)破损、2)尺码/尺寸大小、3)未收到包裹、4)差评无文字、5)描述不符/面料、6)不喜欢、7)发错货、8)商品质量
•商品差评率：在过去的30个日历日内，所有差评占未取消订单总数的百分比不能超过0.7%。
不同差评场景的客服话术参考
话术内容仅供参考，请依照店铺实际情况调整话术，或因品牌心智来调整沟通语气。
破损
尊敬的顾客，给您带来的不便，对于收到破损的商品我深表歉意。请尽快与我们联系，我们将协助您做好售后服务。请相信我们是来帮助您的
Dear customer, I apologize for the inconvenience caused to you and for receiving damaged merchandise. Please contact us as soon as possible and we will assist you with after-sales service. Please believe we are here to help you.
针对破损联系顾客更改差评话术：
亲爱的顾客，很抱歉给您造成不便，我们明白您收到破损商品的心情，我们会立刻实施并改正，再次向您道歉，真的很对不起，我可以为您全额退款吗亲爱的？希望您能够给我一次弥补您的机会，您可以点击申请售后，原因选择：不再需要，我会立刻为您处理。如果可以的话希望您可以帮助我更改一下评价的星级，非常感谢您的善良与理解
Dear customer, we are sorry for the inconvenience caused to you. We understand how you feel about receiving damaged goods. We will implement and correct them immediately. We apologize to you again. I am really sorry. Can I give you a full refund, dear? I hope you can give me a chance to make it up to you. You can click to apply for after-sales service and select the reason: "no longer needed". I will handle it for you immediately. If possible, I hope you can help me change the star rating of the review. Thank you very much for your kindness and understanding.
尺码/尺寸大小
尊敬的顾客，对于给您带来的任何不便，我们深表歉意。 请尽快联系我们，我们将协助您提供售后服务。 请放心，我们随时为您提供帮助。 并确保您最大程度的满意
Dear customer, I apologize for any inconvenience caused to you. Please contact us as soon as possible and we will assist you with after-sales service. Rest assured, we are here to help. and ensure your utmost satisfaction
针对尺寸大小联系顾客更改差评话术：
亲爱的顾客，我们很抱歉您收到尺码不合适的心情，我们会立刻实施并改正，再次向您道歉，真的很对不起，我可以为您全额退款吗亲爱的？希望您能够给我一次弥补您的机会，您可以点击申请售后，原因选择：不再需要，我会立刻为您处理。如果可以的话希望您可以帮助我更改一下评价的星级，非常感谢您的善良与理解
Dear customers, we are sorry for you to receive the inappropriate mood of the size. We will immediately implement and correct it. I apologize to you again. I am really sorry. Can I refund for you? I hope you can give me a chance to make up for your opportunity. You can click on the application for sale. The reason for the reason: no longer need, I will deal with you immediately. If you can, I hope you can help me change the evaluation star. Thank you very much for your kindness and understanding
尺码/尺寸大小
尊敬的顾客，对于给您带来的任何不便，我们深表歉意。 请尽快联系我们，我们将协助您提供售后服务。 请放心，我们随时为您提供帮助。 并确保您最大程度的满意
Dear customer, I apologize for any inconvenience caused to you. Please contact us as soon as possible and we will assist you with after-sales service. Rest assured, we are here to help. and ensure your utmost satisfaction
针对尺寸大小联系顾客更改差评话术：
亲爱的顾客，我们很抱歉您收到尺码不合适的心情，我们会立刻实施并改正，再次向您道歉，真的很对不起，我可以为您全额退款吗亲爱的？希望您能够给我一次弥补您的机会，您可以点击申请售后，原因选择：不再需要，我会立刻为您处理。如果可以的话希望您可以帮助我更改一下评价的星级，非常感谢您的善良与理解
Dear customers, we are sorry for you to receive the inappropriate mood of the size. We will immediately implement and correct it. I apologize to you again. I am really sorry. Can I refund for you? I hope you can give me a chance to make up for your opportunity. You can click on the application for sale. The reason for the reason: no longer need, I will deal with you immediately. If you can, I hope you can help me change the evaluation star. Thank you very much for your kindness and understanding
未收到包裹
尊敬的顾客，我表示诚挚的歉意。我们理解物流显示送达您没有收到包裹的心情，请放心，请立即与我们联系，我会立刻核实情况并帮助您解决。
Dear customer, I sincerely apologize. We understand how you feel about not receiving the package when the logistics show it has been delivered. Don't worry, please contact us immediately and I will verify the situation immediately and help you solve it.
针对未收到包裹联系顾客更改差评话术：
亲爱的顾客，我们很抱歉物流显示送达您没有收到包裹的心情，我们会立刻实施并改正，再次向您道歉，真的很对不起，我可以为您全额退款吗亲爱的？希望您能够给我一次弥补您的机会，您可以点击申请售后，原因选择：不再需要，我会立刻为您处理。如果可以的话希望您可以帮助我更改一下评价的星级，非常感谢您的善良与理解
Dear customer, we are very sorry that the logistics shows that you did not receive the package. We will implement and correct it immediately. We apologize to you again. I am really sorry. Can I give you a full refund, dear? I hope you can give me a chance to make it up to you. You can click to apply for after-sales service and select the reason: "no longer needed". I will handle it for you immediately. If possible, I hope you can help me change the star rating of the review. Thank you very much for your kindness and understanding.
差评无文字
尊敬的顾客，对于给您带来的任何不便，我深表歉意。您收到的商品有什么问题吗。请联系我们，我们非常愿意为您处理，并确保您最大的满意。
Dear customer, I apologize for any inconvenience caused to you. Is there anything wrong with the item you received? Please contact us and we will be more than happy to handle it for you and ensure your utmost satisfaction.
针对无文字联系顾客更改差评话术：
亲爱的顾客，很抱歉给您造成不便，非常感谢您给我们提出的建议，我们会立刻实施并改正，再次向您道歉，真的很对不起，我可以为您全额退款亲爱的？希望您能够给我一次弥补您的机会，您可以点击申请退款，原因选择：不再需要，我会立刻为您处理。如果可以的话希望您可以帮助我更改一下评价的星级，非常感谢您的善良与理解
Dear customer, we are sorry for the inconvenience caused to you. Thank you very much for your suggestions. We will implement and correct them immediately. We apologize to you again. I am really sorry. Can I give you a full refund, dear? I hope you can give me a chance to make it up to you. You can click to apply for a refund and select the reason: "no longer needed". I will handle it for you immediately. If possible, I hope you can help me change the star rating of the review. Thank you very much for your kindness and understanding.
描述不符/面料
尊敬的顾客，我表示诚挚的歉意。 我们理解，当在线购买未达到您的期望时，您会感到多么沮丧。 请尽快联系我们，我们将为您提供售后服务并确保您最大的满意。
Dear customer, I sincerely apologize. We understand how frustrating it can be when an online purchase doesn't meet your expectations. Please contact us as soon as possible. We will provide you with after-sales service and ensure your greatest satisfaction.
针对描述不符/面料联系顾客更改差评话术：
亲爱的顾客，很抱歉给您造成不便，我们理解，当在线购买未达到您的期望时，您会感到多么沮丧我们会立刻实施并改正，再次向您道歉，真的很对不起，我可以为您全额退款吗亲爱的？希望您能够给我一次弥补您的机会，您可以点击申请售后，原因选择：不再需要，我会立刻为您处理。如果可以的话希望您可以帮助我更改一下评价的星级，非常感谢您的善良与理解
Dear customer, we are sorry for the inconvenience. We understand how frustrated you feel when an online purchase does not meet your expectations. We will implement and correct it immediately. We apologize to you again. I am really sorry. I can help you. Full refund dear? I hope you can give me a chance to make it up to you. You can click to apply for after-sales service and select the reason: "no longer needed". I will handle it for you immediately. If possible, I hope you can help me change the star rating of the review. Thank you very much for your kindness and understanding.
不喜欢
尊敬的顾客，很抱歉， 请立即与我们联系，我们将为您提供优质的售后服务。 我们非常理解您对在线购买未达到您的期望的失望。 请放心，我们致力于解决问题并确保您满意
Dear customer, we are sorry, please contact us immediately and we will provide you with high-quality after-sales service. We understand your disappointment when an online purchase does not meet your expectations. Rest assured, we are committed to resolving issues and ensuring your satisfaction
针对不喜欢联系顾客更改差评话术：
亲爱的顾客，很抱歉给您造成不便，我们理解，当在线购买未达到您的期望时，您会感到多么沮丧我们会立刻实施并改正，再次向您道歉，真的很对不起，我可以为您全额退款吗亲爱的？希望您能够给我一次弥补您的机会，您可以点击申请售后，原因选择：不再需要，我会立刻为您处理。如果可以的话希望您可以帮助我更改一下评价的星级，非常感谢您的善良与理解
Dear customer, we are sorry for the inconvenience. We understand how frustrated you feel when an online purchase does not meet your expectations. We will implement and correct it immediately. We apologize to you again. I am really sorry. I can help you. Full refund dear? I hope you can give me a chance to make it up to you. You can click to apply for after-sales service and select the reason: "no longer needed". I will handle it for you immediately. If possible, I hope you can help me change the star rating of the review. Thank you very much for your kindness and understanding.
发错货
亲爱的顾客，对于给您带来的不便，我表示诚挚的歉意。我们理解您收到错误包裹的心情，请立即与我们联系，我会核实情况并立刻为您处理售后，请放心，并确保您的满意
Dear customer, I sincerely apologize for the inconvenience caused to you. We understand your feelings of receiving the wrong package. Please contact us immediately. I will verify the situation and handle the after-sales service for you immediately. Please rest assured and ensure your satisfaction.
针对发错货联系顾客更改差评话术：
亲爱的顾客，我们很抱歉您收到错误包裹的心情，我们会立刻实施并改正，再次向您道歉，真的很对不起，我可以为您全额退款吗亲爱的？希望您能够给我一次弥补您的机会，您可以点击申请售后，原因选择：不再需要，我会立刻为您处理。如果可以的话希望您可以帮助我更改一下评价的星级，非常感谢您的善良与理解
Dear customers, we are sorry for you to receive the mood of the wrong package. We will immediately implement and correct it. I apologize to you again. I am really sorry. Can I refund for you? I hope you can give me a chance to make up for your opportunity. You can click on the application for sale. The reason for the reason: no longer need, I will deal with you immediately. If you can, I hope you can help me change the evaluation star. Thank you very much for your kindness and understanding
商品质量
尊敬的顾客，我们深表歉意。 我们理解，当网购商品的质量未达到您的期望时，您会感到多么沮丧。 我们非常乐意为您提供售后服务。 请放心，我们会解决问题并确保您满意
Dear customer, we are deeply sorry. We understand how frustrating it can be when the quality of an online purchase doesn't meet your expectations. We are more than happy to provide you with after-sales service. Rest assured, we will resolve the issue and ensure your satisfaction
针对质量联系顾客更改差评话术：
亲爱的顾客，很抱歉给您造成不便，我们理解，当在线购买质量未达到您的期望时，您会感到多么沮丧我们会立刻实施并改正，再次向您道歉，真的很对不起，我可以为您全额退款吗亲爱的？希望您能够给我一次弥补您的机会，您可以点击申请售后，原因选择：不再需要，我会立刻为您处理。如果可以的话希望您可以帮助我更改一下评价的星级，非常感谢您的善良与理解
Dear customer, we are sorry for the inconvenience. We understand how frustrated you feel when the quality of your online purchase does not meet your expectations. We will implement and correct it immediately. We apologize to you again. I am really sorry. I can Do you want a full refund dear? I hope you can give me a chance to make it up to you. You can click to apply for after-sales service and select the reason: "no longer needed". I will handle it for you immediately. If possible, I hope you can help me change the star rating of the review. Thank you very much for your kindness and understanding.
日常运营环节
1.整改商品详情页
a.添加商品描述：产品特性、使用方法以及购买须知内容等描述。
b.添加物流提醒：如果部分收到货物，请消费者先别投诉，联系客服处理。
c.添加尺码描述：详情页中添加买家秀尺码推荐 ；主图中添加买家秀尺码推荐。
以假发为例，增加说明商品的材质特性、如何测量卷度、如何判断颜色、打理技巧、如何清洁。
2.发布商品讲解视频
a.尺码沟通：官方号和达人号拍摄上传尺码选择视频，辅助消费者进行尺码选择。
b.强调功能：达人建联沟通过程中，加入对于功能性描述的提醒。
以塑身衣为例，达人在视频中提及自己穿着的尺寸，商品描述上写明商品各尺码的尺寸大小。
3.维护视频评论
•回复所有在官方号、达人号的留言评论，并且重点维护畅销达人的视频评论区块。
官方解答：以官方号在全部视频评论区解答所有用户评论问题，透出必要的关键信息。
设置自动回复
•分析并总结过去顾客经常询问的问题，归整为自动回复话术。对进线顾客引导，避免发起差评或者退款。
售前环节
非FBA商家适用的方式
适用于目前使用三方仓、FBT仓的商家
引导顾客找到商家客服：搜索官方账号->点击主页的Shop->点击Chat->点击左下方的Send Order，就能咨询小店客服关于订单的任何问题（避免顾客直接发起平台客诉，或者直接发起退货）
可以将以上信息随着包裹放售后小卡片（仅适用于非FBA发货商家），或者是在官方账号出教育视频引导（强烈建议）
•英文话术参考：
◦We are pleased that you received our orders and we hope you like it！If any problems occur with the product aftersale, please do the following to find us and we will offer 1-on-1 customer service to help you with the problem.
◦Find our TikTok Shop main page, click on "shop", then find the "message" button which will show the chat below.
售中环节
•前置消息人工提醒：一旦发生同一笔订单商品将会分仓发货或分包发货，提前联系顾客并给与顾客多个可跟踪的单号。
售后环节
情景一：仅退款
Refund without return: （建议20-30美金左右的商品）
◦政策介绍：
ACCU：Refund Without Return Program
跨境：退款不退货政策
▪对于价格≤20$的商品，平台默认退款不退货，平台会根据退货原因、商品成本和退货运费责任认定对商家进行补贴。
（商品价格仅指商品价格，不包括税费或运费）
◦对于价格>20$的商品，商家可自行设置是否支持退款不退货，点击Orders -> Fulfillment Settings -> To Create， 选择类目，退货原因（可设置为：仅选择非商责时触发仅退款；否则为退货退款），退款金额区间，建议退货原因选择非商家原因：No longer needed, Item doesn't fit
（Item doesn't fit仅限Fashion类目可选用：Womenswear & Underwear女装、Menswear & Underwear男装、Luggage & Bags箱包、Shoes鞋靴、Fashion Accessories配饰）
情景二：退货退款
买家消费者选择消费者原因：退货退款+平台物流（物流费平台承担）：
•App前端优先展示USPS dropoff - no lable needed，原因选择no longer needed, item doesn't fit (仅限Fashion类目：Womenswear & Underwear女装、Menswear & Underwear男装、Luggage & Bags箱包、Shoes鞋靴、Fashion Accessories配饰) ，则消费者+商家均不需要承担任何物流费用。
平台物流履约选择和使用SOP ：
附注（供参考）：退货退款不同场景的平台规则和时效：
•仅退款的场景下：
◦没收到货：平台直接通过退款申请，无沟通窗口；
◦有收到货：商家有48小时去查看处理仅退款的订单=有48小时和用户沟通看是否可以取消仅退款的诉求。超过48小时，平台自动同意退款诉求；
•退货退款的场景下：
◦Returnable商品（除了non-returnable，其他都是returnable）: 平台一律同意自动退货；
i.商家在收到货的48小时内需要去查看同意issue refund=有48小时窗口期可跟用户沟通；若收到货超过48小时没有退款，平台也会自动通过这个退款申请。
1.用户必须上传有必要的证据并且在14个工作日退回不需要的商品，若超过了这个时间没有退回，则退货的请求会被自动关闭。
◦Non-returnable商品（限定条件下可退：食品类，汽车类，卡牌，二手）：
▪不支持选择“No longer needed”以及“Item does not fit”原因
长期方案
开通FBT服务(ACCU)
•头部爆品转移到FBT仓，因物流原因导致的差评将不计入商家责任中。
近期连续四周日均单量超过50单，即可向行业经理申请。
•(FBT订单的品退和客诉目前都不区分发货方式。所以要优化这两个指标，根本目的是要客户不要发起，做好售前售后引导和买家教育很重要)
屏蔽恶意用户
1.有商家后台"管理员"角色的帐号才有封锁（拉黑）用户的权限
2.回到TikTok App，在管理员角色帐号登陆的情况下，进入到欲拉黑的用户Profile页面。
3.点击画面右上角的三点图标，点击Block，二次确认时仍然点击Block即完成。
申诉恶意差评/用户
•针对恶意差评或用户，且有充足的具体例证，商家可通过：
a.无行业建联商家：
▪客服提交工单举报处理，处理结果以客服工单回复为准。（必须以全英文书写申诉）
•若有相关订单号需要提供对应订单ID和产品ID（最好列举多个订单）
•商家判定这是恶意买家的原因，及相应的证据，比如提供聊天记录截图/表明是竞争对手商家证据等
•买家ID；买家是否留有差评
•工单诉求中必须提及这是一个恶意买家，要求TikTok Shop平台对该恶意买家展开调查
◦有行业经理建联商家：
▪依照此模版内容填妥后提供给到行业经理内部提交oncall与流程处理。
