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Customer Service

Training
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

2
Lazada is one of Rocket Internet ventures in SEA
Peer model: Zalando

Zalando was founded by Rocket Internet as an adaption of Zappos.com and is now the European
market leader in online retail of shoes and fashion

 Founded in 2008 in Berlin, Germany by


Rocket Internet
 Operates in 14 European countries
 € 600m+ in funding from investors incl.
Digital Sky Technologies (DST) and
Investment AB Kinnevik
 Strong focus on excellent customer
service (e.g. free shipping, 100 days
return policy)
 5000+ employees
 1m+ products from 1000+ brands

Just four years after inception, Zalando is growing faster than Zappos and is also generating
more sales revenue than its US-based peer model at the same age
Lazada launched over March-April 2012 in 5 countries
targeting an over 500 M consumers market

 Adaption of US-based online


Lazada Thailand Lazada Vietnam department store Amazon.com for
Bangkok HCMC SEA
April 3, 2012 March 28, 2012  Foundation and project launch in
February 2012. All sites launched
during March and April 2012
 Over 500 M customer across 5 fast
growing economies
Lazada Philippines  Indonesia 245 M people
Manila  Philippines 98 M
March 30, 2012
 Vietnam 90 M
 Thailand 70 M
 Malaysia 29 M
Lazada Malaysia  HQ in Singapore, independently
Kuala Lumpur Lazada Indonesia operating country offices in Ho Chi
Based in Jakarta Minh City, Jakarta, Kuala Lumpur,
March 27, 2012
March 19, 2012 Bangkok and Manila
 Close to 900 FTEs across the region

5
The Southeast Asia’s Online Shopping Mall

 LAZADA is where you will discover thousands of the top gadgets, health and beauty
products, furniture and lifestyle brands at amazing savings.
 With an ever-expanding range of brands, LAZADA offers the best in local and
international products. Our product range offers the perfect choice whatever your
lifestyle calls for. We bring you the crème of the crop electronics, household and
consumer brands at best value to your doorstep.
Lazada is already today THE dominant market
player in all 5 markets

Highly popular
Massive reach

With >10 million unique visitors in January, Lazada Lazada is rapidly approaching 2 million Facebook
is already outperforming several Internet giants fans across the region
High brand awareness

Engaged fans

Volume of brand searches in Indonesia, indexed (Source: Google)

Lazada’s brand popularity has overtaken Lazada is among the most talked about Retail and
established local players after less than 12 months Consumer Merchandise page on Facebook globally

7
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

8
The Life of an Order (I): Homepage to Product

1. Homepage 2. Catalog Page 3. Product Detail Page


(www.lazada.vn/co.id/com.my/co.th/com.ph)
The Life of an Order (II): Checkout Process
Payment methods and shipping features change country by country

4. Cart Page 6. Shipping & Payment Page

5. Sign-In

- strictly confidential - 10
Search a product

To search for a
particular brand,
model, or unit

Simply use our


search bar, browse
through different
categories,
product tabs,
featured products
and best sellers.

11
Sign up as new member

1. Click on the ‘Account’


tab at the top right
hand side of the page.
2. You will then be
prompted to a new
page where you will
find ‘New Customer’
on the left hand side.
3. Click ‘Register’ and fill
in your details as
requested.
4. Click ‘Submit’.
5. Registration is now
complete. Check your
email to confirm
registration.

12
Sign-up to newsletter

13
My account

1. Click on the ‘Account’


tab at the top right
hand side of the page.
2. Scroll down to find
your account
information and click
on ‘Edit’ – which is
next to ‘Contact
Information’.
3. Change your details
as needed.
4. Click the ‘Save’
button.

14
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

15
Our Categories and Products

 Our website features the best names in electronics, health and beauty, furniture, household and
consumer goods. Basically, anything and everything under the sun!
 Currently Lazada has an assortment of c.20k SKUs in each country - growing each month
 The product assortment is managed across 13 categories and 98 subcategories
Automotive, DIY Books, Music & Computer & Consumer
Cameras Toys & Babies
and Gardening Movies Laptops Electronics
Selected Brands

Fashion &
Health & Beauty Home & Living Home Appliances Mobiles & Tablets Sport
Accessories

Travel, Luggage
& Bags
Selected Brands

16
Our Shopping Window – the Main Page

This is Lazada' s main page, our largest shopping window in a mall and the door to walk in
the shop. On the page we display our best products, current deals, ongoing campaigns. The
customer can shop by accessing different categories, search for a particular product, check
the shopping cart and access several functions (i.e. login, order tracking, help, wish list and
account)

1 Access to a number of function in Lazada:


- Order tracking: follow the lifecycle of the
product from the moment of the order to
1 the delivery
- Help: access our online help system
- Wish list: a function to memorize most
2 3 4 wanted products
- Account: access to the account to modify
registration information, delivery address,
5 payment details
- Login: access the website using own
credentials
2 Walk in our shop, by clicking on each category
you can reach the category page where a
selection of our assortment (i.e. top selling,
deals, hot products) are showed

3 If you have in mind a particular product,


category or subcategory you can search it
using our internal search engine

4 Check the products in your cart and proceed


with your order

5 Our hottest deals and promotions are all


clearly showed in our first page

17
Our Shopping Window – the Category Page

This is the shopping window for the category. On the page ,we show our product
recommendation for top categories including the name, the price, eventual discount and if
the product has the Lazada Promise. At the same time, the customer can continue shopping
browsing sub-categories and moving to new category

1 This is the category navigator, the customer


can move across categories while having
always information on the current category

1 In certain countries, we offer a navigation


2 toolbar to move to category’s new arrivals, top
2 sellers and on sale items

3 4
3 Continue the shopping experience by visiting
all subcategories available

6
4 These are our recommendation for each
subcategory, we show our top selling products,
deals and new arrivals

5 A particular brand in mind? Here the customer


can decide to navigate the category by brand
to shop for the favorite product
5

6 Product box, provide a quick overview of the


product with price information (RRP, discount
and price). Lazada promise (or Express
delivery) is clearly displayed by the sticker

18
Our Shopping Window – the Product Page

Products page are the center of the customer experience, the content is designed to
provide, in an effective manner, all relevant information to help the customer in its decision
process.

1 The navigation bar explains clearly where the


product is located in our assortment

- strictly confidential -
2 Product name, key specifications, RRP,
discount, final price, availability info and
delivery info are all showed here

1 3 Pictures and graphic content is provide to


illustrate the main characteristics of the
2 product. Generally, the image is enlarged if the
mouse is moved on it
4 Buy Now bottom, add to wish list function,
order by call and info on availability of
3 different payment methods

5 Overview of payment methods

4 5

19
Our Shopping Window – the Product Page
(cont’ed)

The bottom of the product page shows additional information including a product
description, recommendation of use and other information

Detailed product description, including


1 features list
- The product is described in details,
1 including specifications, suggestions of use
3 and other relevant information
2 Specification details, SKU code and type

3 Recommendations for similar products or


other products in the category

20
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

21
Lazada key functions - Overview

Business Support
Buying Marketing Operations Product
Development Functions

Buying Online Product


Marketplace Sourcing Finance
Operations Marketing Management

Campaign
Offline / PR B2B Warehouse Engineering HR
Management

Deals &
Buying Payments Delivery Legal / Admin
Partnerships

Content / Customer
Onsite
Production Service

Payment
Operations

22
Lazada key functions - Buying

Buying  Drive Buying Performance Management (measure


Operations / performance / KPIs, drive action plans)
Category  Define category strategies together with buyers
Management
(PULL)  Drive specific projects & analysis

 Build campaign calendar


Campaign  Ensure deals are sourced by buyers
Management
(PUSH)

Buying
 Full owner of his category: assortment, pricing, sales,
profitability
Buying  Maintain and expand relation with suppliers
 Responsible for definition and delivery of category strategy

 Writes the product description on the website: image, product


description, product characteristics
Content /
Production  Executes product lifecycle: list product, delist product…

23
Lazada key functions - Marketing

 Search: Google (SEM), Display: Google (GDN) & other local


networks, Retargeting
Online  Social Media: Facebook, Twitter, etc…
 Others: Affiliates, CRM, SEO

 TV, Print, Radio…


 Public Relationships
Offline / PR

Marketing
 Banks, Telcos, others
Deals &
Partnerships

 Onsite metrics management (e.g., funnel, search, boosting)


 Conversion rate optimization
Onsite

24
Lazada key functions - Operations

 Manage inventory: forecast sales, manage replenishment


 Manage cross-docking: place PO upon customer order
Sourcing
 Manage supplier relationship for Operations

 Manages the physical inventory: ensure inventory accuracy,


inbound new SKUs into inventory
Warehouse  Pick and pack orders upon request to ship to customer
 Manages physical part of return process (QC…)
Operations
 Manage delivery partners to ensure they deliver to our
customers
Delivery  Run own fleet in selected metro

 Manages inbound call and email


 Processes orders: fraud checks, order validation, returns &
Customer Service refunds…
 Reaches out to the customer when needed: verify order,
verify payment details, cancel order, etc…

25
Lazada key functions – Product & Business
Development
 Drive product development - from conception to launch
Product  Bridge technical and business teams
Management

Product
 Develop the technology / software for Lazada front-end &
back-end
Engineering  Maintain technical infrastructure

 xxx

Market Place

Business
Develop-
ment  Team to manage transactions between Lazada and a
corporate or a small business
B2B

26
Regional Buying sets strategic direction whilst execution is in
the ventures

 Key monthly targets are set and discussed with top management,
category managers and ventures
Regional buying team sets
 Targets focus on
strategic direction for
Ventures - operational improvements (incl. staffing, interaction with other
ventures and categories
Roadmap functions/ process
 Category managers drive
individual categories - Key economics (Revs and margins)
 Central team - Other KPIs (assortment growth, payment terms, # of deals, etc.)
- Implements best  Category manager, Ventures and Central team agree upon an high
practice in Buying OPS’ level strategy for the category (priorities, high level targets, etc.)
(processes, interaction Category
 Category managers develop monthly action plans for teams on the
with other functions, strategy
ground
etc.)
 Category specific KPIs are set and monitored on a weekly basis
- Tracks performance
development
 Weekly update calls with ventures, in which overall performance is
- Ensures coordination discussed with Ventures (i.e., economics and conversion rates,
between ventures and Coordination assortment developments, individual buyers performance, etc.)
category managers Calls
 Weekly coordination call with Category Managers to review
performance of individual categories

28
The Fundamental Framework of Buying

Possible root causes

Wrong  Inadequate assortment


selection of  Missing cool brands/ cool models
If it is not products  Price point is wrong (too expensive, too cheap)
performing,
one of the  Bad negotiation, have not renegotiated in a long
following must Pricing not
time
be wrong competitive
 Have not updated prices (esp. for EL) – offline or
online sell cheaper
Is there a  Low perceived quality (e.g., bad pictures, no or
market for Content on bad reviews, typos on descriptions)
online sales in page is bad  Missing key info (voltage, size, technical specs)
that sub-  Not ‘sexy’ (no nice color feature, no videos, etc.)
We can’t
category?
source  Bad supplier (slow, unreliable, defected
properly (thus products)
we cancel  Wrong inventory (too much cross-docking)
order)
 No deals, no ‘lighthouse’ effect
Wrong  No push from marketing (not in Buying scope)
promotion
Remove from
website Marketing is a booster, not a fix-it-all solution (if
sub-cat does not perform something is wrong with
Buying!)
The Lifecycle of the Buying Team

Description Interacting with:


1 • Identify categories / subcategories with a potential on-line sales market Regional
Category / • Prioritize categories with high growth / high margin potential Category
Subcategory
• Capitalize on Rocket experience in e-commerce in other countries and Managers &
Selection
ventures Consultants

2
• Dedicated category buyers identify the right assortment to meet our
Category
Product customers’ needs
Managers ,
Assortment • Work alongside regional category managers to build the right assortment
Sourcing Team
• Manage the assortment evolution during time

3
• Work alongside the sourcing team to provide reliable supplier, negotiate
Sourcing Team .
Sourcing terms and condition for shipments
China Direct
Assortment • Source deals to feed Lazada’s offers and campaigns
Sourcing team
• Manage the inventory to meet demand

4 • Be accountable for the content pages (i.e. our shopping windows , shelves)
Content,
Content and • Provide recommendation to marketing on push decisions alongside the Marketing and
Marketing Push merchandisers Pricing team ,
• Coordinate price checks Merchandisers

5 • Provide key performance indicators (i.e. volumes, sales performance,


BI & profitability,) and ad hoc analysis All function
Performance • Review and feedback on marketing campaigns involved
Review • Take actions on identified underperformances

30
Operations covers Supply Chain, Warehouse,
Distribution & Customer Service

Typical country organization

Operations MD  ~350 Operations FTEs


across the region (incl.
40 bikers in HCMC &
Hanoi)
 In-house warehouse &
Customer BI & Process call center operations
Supply Chain Warehouse Distribution
Service Improvements
 Outsourced distribution
Hunting Inbound except in Hanoi &
Inbound
X-Docking Inventory HCMC
Supplier Outbound Email &  Plan to move to in-
Mgmt. (2 shifts) Social Media house fleet in Bangkok
Quality Outbound
& Jakarta in March,
Manila in April or May
Returns

31
Five fully operating state of the art Warehouses with inhouse
fleet being ramped-up in major metro

Kuala Lumpur, 16.000 sqf

Manila, 20.000 sqf

Jakarta, 25.000 sqf

Bangkok, 27.000 sqf

HCMC, 20.000 sqf


In-house fleet of 60
bikers in HCMC & Hanoi

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Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

34
Online Marketing: Channels Overview

Free Channels
Social media Social media
SEM Display Local Network Retargeting Affiliate CRM SEO Direct
FB CPC FB Wall

Overview Relevant text Image ads Image ads, Re-targeted Display The posts on Reward Costumer Similar to All the traffic
ads on search (banners) of static and dynamic advertising Lazada FB affiliates Rerantion SEM. But the generated by
results pages different dynamic, display on Facebook Wall drive websites for Management links users going
on Google sizes pushed pushed on advertise. pages. traffic bringing handles all appearing in straight to
Description Search. The on websites, web portals, It shows to It uses small directly to converting the emailing the result Lazada typing
“rank” in the blogs, blogs, etc. the users image and our website. traffic to to the users. search page it in the url
Glossary: result page is portals,… Can They are who visited text and can The post can lazada. The It can be the are selected bar.
defined by be divided in managed and Lazada target users be affiliates usual by
CPC: Cost per Click the quality of GDN or optimized by website the based on the “sponsored”, (called : newsletter or Google based
CPM: Cost per the ads and Retargeting, third party products information increasing “publishers”) special mails on their
thousand the highest based on the partners they checked they share on therefore the can drive sent as relevancy for
impressions CPC we are targeting (regional/ and other FB or the number of traffic to consequence the users’
CPA: Cost per willing to method local adnets). related pages, people who Lazada using of specific queries.
Acquisition pay. An high (keywords, items. product and will see it. several tools actions of the Better the
CPO: Cost per Order ranking placement or Similar to brands they It is also (banners, user on the quality of
offers better interest if Google RT. “Like”. possible to datafeed,…) Lazada Lazada pages,
opportunity GDN, page use the same and get paid website (eg. higher their
to generate and criteria of FB a commission Cart ranking.
clicks. categories CPC to better for each sales abandonmen Clicks
previously target the generated. t). generated by
visited on users. SEO are free.
Lazada if RT)

CPC, target
Cost structure CPC CPC CPC, CPM CPC Free, CPV CPA Tools Fees Free Free
CPO

Comm.
Sociomantic,
Partner Google Google Several Facebook Facebook Junction, / Google /
Vizury
OMG

Targeting Keywords, Interest, Interest,


Interest,
Keywords interest, Ratergeting Gender, Gender, / / / /
retargeting
placement Age,… Age,…
Online Marketing: some examples

GDN/RT
FB CPC
FB Wall

Newsletter

Retargeting SEM
Online Marketing: department structure

Teams in Online Marketing are mostly organized based on the platform they used and
the specific channel they work on.
The Business Intelligence team prepares analysis, report and tools that support the
Online Marketing team in its activity.

Social Media Display SEM

FB CPC FB Wall GDN RT CRM Business


Intelligence
Partnerships SEO

Retargeting Affiliate Local Net.


Customer service vouchers
KJ Slide

• Voucher are be created using a set rule


• Like 50/250 or 100/500 :
• Interpreted as $50 discount with a minimum purchase of 250 and $100 discount with a
minimum purchase of 500.
• like 50 or 100 free (no minimum)
• Interpreted as $50 discount on any purchase, no minimum basket required
• Interpreted as $100 discount on any purchase, no minimum basket required
• Dummy vouchers should also be created for change in product price or shipping fee when placing dummy
orders for different color, stock out scenarios where the customer paid us the amount earlier but we failed
to deliver / source
• Any mistake from lazada side can trigger a voucher creation to satisfy the customer by offering discounts.
However, there should be limits establish to amount of voucher.
• Eg. Limit setting:
• Head of CS can approve a new voucher for 50/250 or 100/500. but when 50 or 100 vouchers
are created without a minimum purchase limit, the CS team should get the approval from
business heads.
• Any voucher above a particular price should created only after the approval from the business
heads.

**Currently there is no way to keep track of the these vouchers. Continue to track these in gdoc

38
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

39
Order Flow

40
ORDER FLOW

41
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

42
Systems

Alice • Front end of website

Content
Product
• Content mgmt system: back end
BOB • Order & Customer data

Delivery
Sourcing
WH
• Track & process order status
OMS • Order & Customer data (from BOB)

Zendesk
• Ticketing System Customer Service
• Track customers interactions/issues

Phone
• Call center phone system
System/ • Call center tracking and reporting
Asternic

43
BOB – for CS

• http://bob.lazada.com.ph/
• Backend of the Lazada webpage
• MASTER Record of customer & order information in real time
• Automatically updates once an order is placed
• Feeds data into OMS

Website BOB OMS

Order Flow through Systems


44
BOB

Different statuses in BOB

• Payment pending: awaiting payment

• Exportable: COD

• Exported: payment received, preparing for shipping, valid order

• Shipped: shipped to customer (will reach customer within 5 business days within Metro Manila
and 5-10 business days outside of Metro Manila)

45
OMS – Order Management System

• http://oms.lazada.com.ph
• All fulfillment and shipments managed & tracked
• Work divided in queues of statuses
• Feeds information back into two key customer communication tools:
• Online Order Tracker => customer can view the status of their order
• Automated Notification System => customer receives updates via email and
sms
Notification System

Online Order Tracker

Website BOB OMS

46
OMS Status

Status of Item in OMS Description Queue

exported Order exported from BOB to OMS, pending in Finance Finance


Verification (CC and BT)

finance_verified Either verified by Finance (CC and BT) or automatically by CS / Verification


system, waiting for CS

sourcing Waiting for sourcing to contact supplier (or out of stock Sourcing / Cross Docking or
waiting for CS decision) Hunting

out_of_stock Item was not found in the warehouse, goes to hunting Sourcing / Hunting

crossdocking_po_ordered Waiting for supplier delivery WMS Inbound

item_received Item is at the warehouse WMS Outbound

picklisted, picked, packed Being processed by the warehouse WMS / OMS Outbound

shipped Item has been shipped OMS / Ship Tracker

delivered Item has been confirmed delivered

cancelled, finance_failed Item has been cancelled and waiting for refund decision by CS / Cancellation
CS (if any)

refund_pending Waiting for refund Finance / Refund

closed Final state after cancellation with refund done


(refund_completed) or not (refund_reject)
47
OMS – Cross docking

 A Cross docking product is a product we sell and that we


don’t have in our own warehouse. It is located in the
warehouse of the supplier and we need to order it upon
customer request. The supplier than sends the products to our
warehouse
 The lead time for these products is therefore longer (we need
to get the product from the supplier)
 PO issued => Status set when waiting for supplier to deliver
the product to warehouse as PO issued.
 Received => When the product has been delivered by supplier,
status changed to “Item Received”, means item is in the
warehouse and will be shipped the same day

48
Zendesk & Phone system

• Zendesk is the tool that CS uses to track all customer interactions & issues
• Provides visibility on the situation, what has already been communicated, and whether the
situation has been resolved.
• Phone system also provides
Tracking overhead monitoringPhone
Zendesk dashboard and reporting
System / on key metrics
OMS
Asternic

Productivity • Tickets Solved • Inbound/outbo • Orders


• Emails solved und calls processed
• Handling time

Quality • First call • Login time • Cancellation /


resolution rate Failed Delivery
• Satisfaction rate
feedback

49
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

50
Payment Method

LAZADA offers a number of payment methods and provide you with all the best possible ways you
can purchase from us using the payment method you are most comfortable with.

 All ventures has Cash on Delivery (COD) and Credit Card/Debit Card payment as common payment
method

 A part from those two common payment methods, each venture has different payment methods
available
- Indonesia: Bank Transfer and Offline-Installments
- Thailand: Over the Counter (OTC)
- Malaysia: Bank Transfer

51
Cash on Delivery

We accept Cash on Delivery (COD) nationwide. With this service, you can pay in cash to the delivery
agent upon receipt of your order. Simple. Secure. Hassle-free! Enjoy having a peace of mind when
you purchase using COD.

Select COD as Later customers


Customers make a Customers pay
preferred payment receive products
purchase at when they receive
and register to their registered
Lazada’s website a product
address address

 There are some conditions for customer to choose Cash on Delivery


- COD many not be available for order over certain amounts
- Customer may have to pay some additional fees when they choose COD as preferred payment
method
- Customer should reside in certain regions that are covered by COD service

52
Credit Card and Debit Card

We offer payment by secure credit card transactions. Your card number will be protected using
industry-leading encryption standards. We assure a safe purchasing experience on our site.

Requirements to use Credit Card / Debit Cards Payments

1. User must be a legal credit card and debit card holder (VISA and MasterCard)
2. User must have cards with VISA and Master Card marks
3. In most ventures, only cards issued by local banks are available
4. Prepare a valid government issued I.D. for random verification

53
How to pay with Credit Card

Example of Lazada Philippine Process

1. During checkout, customers select


Credit/Debit Card as their preferred
payment system.
2. After confirming their order, customers
will receive an email with a link which
will bring them the payments page.
3. Customers click Make Payment button
to proceed with payment.
4. Complete the transaction by providing
their correct account information.
5. Customers shall receive an email
confirming that Lazada has received
customer’s payment.

54
Credit card and Bank transfer fraud
KJ Slide

Credit Card Bank Transfer


• Friendly card fraud: Friends or family members using the credit • To validate fraud we can collect the following from the
card of another family member customer when in doubt
• Collect the ID proof of the credit card holder and front • Transaction reference number
side photo of the credit card along with the relationship • Last four digits of the debit card number (ATM transfer)
of the purchaser with the Card holder. • Copy of the transfer receipt
• Other fraud identification: • Customer fills the confirmation page but does not transfer the
• Check if C-card billing address and order shipping funds
address match • Cross check the customer details with our bank
• BIN (Bank identification number): Lazada friendly banks statement
can help identify fraud. • Customer fills the confirmation page and attaches a fake receipt
• Call the customer and get the 16 digits of the card and • Cross check the customer details with our bank
address of the card holder. statement
• Refusal rate and past patterns can give further clues • Checks to identify fraud: Incase of any previous transactions
regarding a potential fraud. (Eg. The card got refused for with Lazada, please check the data and time of the receipt with
more than once before the transaction was approved) the old receipt to identify if the receipt was edited before it is
• Sometime, bank will send alert emails regarding C-card submitted again.
fraud transaction • Look for font change or any signs of editing on the receipt
• Make use of Google and Facebook etc. to profile the • Cases when customer doesn’t fill the confirmation page but
suspicious customers made a valid transfer, we cannot identify the order details. Will
• If we are able to identify C-card the fraud within 24hours.( ie need to wait until the customer fills the confirmation page or
before settlement), we can reject the transaction and save on calls the CS team regarding his order.
C-card merchant fee. • OMS Status: Payment->Bank transfers->Pass
• Loss from C-card fraud: merchant fee, transaction amount and • In case the payment is not received after all the cross checks
the product itself if we fail to identify a fraud at early stage. with bank statement. Put a comment to alert CS to call the
• OMS Status: Payment->Credit card -> Pass or fail customer and follow up on the response.
• For fraud: Update fail->Internal->Fraud suspect • When Payment is not received after repeated follow up mark
• Goto Adyen: In payment search type the order number and OMS Status as fail:
“Send cancel” • OMS Status: Payment->Bank transfers->Fail
• **Currently tracked in a Gdoc and OMS
• Complete guide to Ccard fraud is attached here.

55
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

56
Shipping & Delivery

Rates
Lazada offers FREE shipping nationwide within the Philippines for orders Php 1,000 and above.
Lazada is committed to offering low shipping rates for orders below Php 1,000:
Metro Manila – Php 55
Outside Metro Manila – Php 99

Large/heavy items may incur a shipping charge. This will be indicated on the product page and will
be calculated for you during checkout.

Locations/Coverage
Lazada delivers nationwide within the Philippines in partnership with LBC and 2GO.

Duration
For orders within Metro Manila, we deliver within 5 business days upon finalizing the full payment.
For orders outside Metro Manila, we deliver within 5-10 business days.

57
Customer Service – Delivery Collaboration

 Lazada CS has a function similar to an “agent” between own fleet/shipping providers and
customers
- Knowledge center for delivery related FAQ’s, policies and processes
- Point of contact for customer inquiries reg. shipping statuses, lead times, shipping fees,
special arrangements
- Initiator of further internal interdepartmental processes with regards to returns,
replacements, refunds

Order Status Returns/Refunds/Re


Updates pplacements

Outbound Outbound
Inbound (customer (proactively Inbound (customer (proactively
initiated) initiated by Lazada initiated) initiated by Lazada
CS) CS)

58
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

59
Returns & Refunds

If for any reason you are unsatisfied with your order, you have seven (7) days upon receiving the
items to return your order at your own cost, unless stated otherwise in the product description. All
items must be sent back in NEW condition, in their ORIGINAL packaging, with all accessories
(including manuals, warranty cards, certificates of authenticity) intact, with a completed Return
Form. We will conduct an evaluation within five (5) business days of receiving your returned items.
For valid returns, we will process your refund or replacement, based on what you have indicated in
the return form. If a return is invalid, we will notify you and send the item back to you.

In the unlikely event that your order is defective/damaged or incorrect, we will refund your return
shipping cost. Please save your return shipping invoice; we will notify you to send a copy after we
have evaluated your return. If 7 days have lapsed since receiving the item, please contact the
manufacturer directly. Please do not send the item back to Lazada.

Please send your item(s) to us at the following address:

LAZADA PHILIPPINES
Warehouse H3B2 La Suerte Compound
West Service Road, Paranaque City

60
1. Condition of returned items

 Table 1 outlines the type of returns allowed by the return policy and the general condition that the
items must be returned in by the customer, in order for the return to be considered valid. The
fulfillment centers have 5 business days upon return of the item to the warehouse to assess if the
returned item meets the return conditions specified in the table below.

 Items returned to the warehouse that do not meet the conditions listed below will not be eligible
for either a customer refund or replacement and the delivery costs will not be refunded.

61
Table 1: General Return Conditions for Return
Types

Type of Return Description Condition for return*

Defective Items •Item/s do not work based on •In original packaging, all accessories
manufacturers specifications (i.e. intact
manufacturers defect)

Mishandled Items •Damages based on courier mishandling •Unopened box, seal intact
the item

Incorrect Shipments •Item/s received are incorrect based on •Unopened box/packaging, seal intact
what the customer has ordered (or what
was specified on the website at the time
of purchase)

Normal Returns •Unwanted items •Condition depends on product category


– see Table 2

62
Table 2: Conditions for Normal Returns by
Category
For normal returns the specific return conditions depend on the category of the product. These are detailed in
Table 2 below.
Product Category Condition for Returns
Books Unopened packaging
Electronics Unopened box/packaging, seal intact
Phones & Accessories Unopened box/packaging , seal intact

Computer & Tablets Unopened box/packaging , seal intact


Home & Living Unopened box/packaging
Hardware Unopened box/packaging
Home appliances Unopened box/packaging
Toys, Kids & Babies Unopened box/packaging
Travel & Luggage Unopened box/packaging
Beauty Unopened box/packaging, seal intact
*Skincare Not returnable due to hygiene reasons
Jewelry & Watches Condition as new and in original packaging. Must not be altered.

Sports Unopened box/packaging, labels intact. Due to hygiene reasons we cannot accept returns of
underwear or swimwear.

Fashion - Apparel We accept the return of unworn items, which includes any item tried on purely to see
whether it fits, which is in new condition, has the original tag attached and is returned in the
original, complete packaging. Due to hygiene reasons we cannot accept returns of
underwear or swimwear.

63
2. Method of Refund

If the product meets the return conditions and the customer specifies a refund, the allowable refund
methods are listed below in table 3 (based on the payment method used at the time of purchase).
Moreover, all customers have the option to be refunded via a Gift Voucher that can be used for
future purchases.

Table 3: Refund Options (all payment methods have the option to be refunded via Gift Voucher)
Payment Method (time of purchase) Refund Method/s Number of Days*
Credit Card Credit Card reimbursement Gift Voucher 5-15 days
Cash (COD) Bank Transfer Gift Voucher 3 days clearing
Gift Voucher Gift Voucher

64
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

65
Customer Service is the voice of Lazada

It is the first and only direct contact


Lazada has with their customer

66
Zappos case study

http://www.youtube.com/watch?v=uarmfQa6EWs

67
General Rules of Conduct (1 of 2)

• The Customer is Always Right - the oldest mantra in the book, but a fail proof mentality for
customer service. ”If we are not going to take good care of our customers, somebody else will.”

• Patience, patience, patience - NEVER raise your voice at the customer, and NEVER hung up on the
customer. Take a deep breath when you feel overwhelmed.

• Empathize with the Customer - no matter how unreasonable the customer is, always put yourself
in the customer's shoes.

• Always Follow up - NEVER wait for the customer to find you. You are responsible for following up
with the customer, not the other way around.

• Avoid making Empty Promises - NEVER say something we are unsure about being able to fulfill.

68
General Rules of Conduct (2 of 2)

• Always be Helpful, Caring and Attentive - even if there is no direct benefit to our company. Word
of mouth really does go a long way!

• Take Initiative to go the Extra Mile - don't do things that just meet the standards. Always strive to
excel above the norm.

• Customer Satisfaction is Number One - NEVER let the customer leave unsatisfied. If they are, it
means that there's still work to be done.

• Don't forget your Please and Thank Yous! Always be Very Polite!

• Never put the Customer on hold for more than 2 minutes - if you must do so, opt for the option
to call them back and ask when it will be convenient for them.

69
Customer Service Skills

 Communication
 Product Knowledge
 Quality Focused
 Sales Knowledge
 Problem Solving
 Documentation

70
Generals Rules in Call Handling

 Smile
 Enunciation
 Active listening
 Voice debit and tone
 Courtesy
 Stress management
 Professional vocabulary (but simple)
 Adaptability (according to the situation, the customer…)

71
Listening Skills

 Is a mental process
 Listen
 Use a friendly tone
 Concentrate
 Keep an open-mind; avoid assumptions
 Respond
 Take notes

72
Questioning Techniques

A.) Open-ended Questions B.) Close-ended Questions


Tell me about… Probing Questions – open-ended but it
has a follow-up question
Explain to me a little more…
Echo Question – repeats part of the
Help me understand…
phrase. (Mirroring)
Leading Questions – useful in helping
someone to do the right thing
“And” Technique – And your last name is?
Interpreting Disguised Responses – you
need to listen well and use your
questioning ability

73
Responding to Customer Complaints
No matter how fantastic your product is or how high you set your customer service goals,
situations will arise in which a customer is not completely satisfied with his/her
experience.
 Take complaints seriously
 Use it as a learning opportunity
 Remain calm
 Don't make excuses
 Identify with the customer's point of view
 Acknowledge their concerns
 Ask questions
 Keep a record
 Offer an apology
 Be realistic with your promises
 Thank the customer
74
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

75
General Process Workflow: COD Order Verification

Pass the
order

Yes Yes Yes Yes

Check the No No
Call Get the No
Pending Get the No
Cancel the
data of the Succeed? Succeed? Send SMS
customer response? 3 days response? order
order

A. Data to be checked
1. Address is complete /correct or not
- Residence address -> check complete with RT/RW and street number
- Office -> Address, building number, Floor and company name and/or department/extension
- check if customer put the correct kabupaten/or kecamatan , when in doubt check with data on www.id.wikipedia.com

2. Address covered by COD or not


- Check kabupaten/kota madya covered by COD or not
3. Dropship item
4. Pre-order item -> consider on checking twice at 8am and 5 pm by TL
5. total transaction above 5mio -> consider on checking twice at 8am and 5 pm by TL

B. Manpower :
- If backlog at 8.00am below 100 -> 1 agent would handle the backlog
- If more than 100 -> add 1 more agent
- Most of the time backlog cleared at 9.00am - 9.30am depends on how many invalids
General Process Workflow: COD Order Verification

Pass the
order

Yes Yes Yes Yes

Check the No No
Call Get the No
Pending Get the No
Cancel the
data of the Succeed? Succeed? Send SMS
customer response? 3 days response? order
order

C. Process
During backlog :
- check if number is cellphone -> sms
- if number is not cellphone -> call

During realtime : all incorrect/incomplete address call first , if unreachable -> sms

Cancell Order
- wait 3 days , if there is no response from customer -> order cancelled

Statts :
Out of all COD order -> 10% needs additional verification
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

78
Fraud check

What is Fraud
 Some orders are fraudulent and are not initiated by genuine customers.
 Lazada should detect such orders most likely to avoid a chargeback
- Cash on Delivery: Ex) Person who makes fraud put different address on Lazada’s site and later customer
receives products they did not order
- Credit Card and Debit Card: Ex) Some customers lost their CC/DC and later their cards are used for fraud.
 Most likely fraudsters try to make a purchase for free by using other’s card.

When chargeback occurs


 When genuine card holders find out that their cards were used for fraud, they claim the payback to Issuing bank
 If Lazada cannot defend the case, Lazada should refund to customer and got a chargeback

How to Screen the Fraud


 Process to detect the flow varies between payment methods: CC/DC and COD
 Each venture has specialized team to conduct manual fraud screening

79
Fraud Check – Oder verification for COD

Check the data of


the order Data To Be Checked
1. Address verification
Yes  Residence: check complete street number
Succeed?
 Office: check building number, floor and company
No name and/or department/extension
Call customer  Check district/sub-district, when in doubt check
with data on internet
2. COD availability
Yes
Succeed?
 Check whether district/sub-district are covered by
No COD service
3. Ensure if there are any drop-ship items for COD (not
Send SMS Pass the order
compatible)
4. Team Leader to ensure that no pre-order for COD is
Get Response?
Yes processed (twice at 8am and 5 pm)
5. Team Leader to ensure that no order above IDR 5Mn is
No processed. (twice at 8am and 5 pm)
Pending 3 days / Yes
Get Response?

No
Cancel the order

80
Fraud Check – Oder verification for COD

Check the data of


the order Manpower
 If backlog at 8.00am below 100: One agent would handle
Yes the backlog
Succeed?
 If more than 100: add 1 more agent.
No  Most of the time backlog cleared before 9.30am,
Call customer depending on number of orders with incomplete
information
Process
Yes
Succeed?  During real-time
No - Call first for all incorrect/incomplete address, then
send a SMS if unreachable
Send SMS Pass the order
- Cancel the order if there is no replay or the phone
number is invalid
Get Response?
Yes  During backlog
- Cellphone: Send SMS
No
- Not cellphone: Call. Cancel the order if there is no
Pending 3 days / Yes
Get Response?
replay or invalid number
No  Cancel Order
- Cancel the order if no response is provided after 3 days
Cancel the order

81
Fraud Check – Order verification for Credit Card

OK  Orders < IDR 1M: Quick check only on Adyen


Process + Social Networks and/or BOB
Fraud - If OK :Process the order
Order Fraud check
Cancel no - If Suspicious
email
 Additional checks

 Suspicious: 2 Calls + 1 email (within the


Suspicious same day)to ask for the document
Same day

 If Docs OK: process/ if not: cancel no


Reply email and refund.
Call 2x in a row Process
 Day after if no response (24 hours) :
Cancel and send email cancellation
 Orders > IDR 1M: More thorough Check on
No Answer Suspicious Adyen+BOB+Social Networks
Reply - If Returning Customer
Email for Doc Process  Same data, same CC: Process

After 24hrs, email  If Suspicious: use SUSP


status in Zendesk No Answer Fraud: - If New Customer
will change from Cancel, no email
Pending to Open  If Not suspicious: Process with no

Cancelation email +
comments, no call
cancel order REFUND  If Suspicious: use SUSP

82
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

83
Introduction to root causes of cancellations

Cancellation Reasons

1 2

Customer driven
Sourcing & delivery
cancellations
driven cancellations
Not in Lazada control at
Within Lazada control at
order level
order level
- Customer changed his mind
- Lazada delivery provider is
and calls to cancel the order
not able to make the delivery
(main reason)
- Lazada is not able to source
- Rejection at the door for
the item
COD

84
Process for cancelling an order

Step 1 Step 2 Step 3

Customer Cancels:
Customer phones to
cancel order, CS should
ask for reason which
could be:
- changed mind
- decided for alternative
product
- Found cheaper product
- Had voucher issues CS cancels the order and CS proceeds to do the
- Changed mode of selects reason from OMS refund (if applicable)
payment
- Late fulfillment

Lazada Cancels:
Lazada cancels because
- Product out of stock
- Out of delivery zone
- Cannot meet deadline
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

86
Inbound Scripts

Existing Order Something Else


Greeting: Greeting:
“Thank you for calling Lazada, this is ____ how may I help “Thank you for calling Lazada, this is _____how
you?” may I help you?”

Detail : Detail:
“I’ll be more than happy to assist you. May I have your order “I’ll be more than happy to assist you. May I have your
number & name please? Thank you for the information.” name please? Thank you for the information.”

Body Body
Telesales:
“(Customer’s name), I would also like the opportunity to tell
Pre-Closing: you about our bestseller, (product), for which we have a very
exciting promotion at only (discounted price), valid only until
“Is there anything else I can assist you with? “ stocks last!”

Closing: Pre-Closing:
“Thank you for shopping at Lazada Philippines! Enjoy your “Is there anything else I can assist you with? “
purchase!” (Positive)
“Thank you for shopping at Lazada Philippines, have a great day.”
(Neutral)
“Thank you for your patience and we apologize for the
Closing:
inconvenience that we might have caused you.” (Negative) “Enjoy shopping at Lazada Philippines. Have a great
day!”

87
Inbound

Inbound Script Structure


Existing Order Unsatisfactory
Order status Within promise window Wrong item
Delay in order processing Duplicate order
Delay in delivery Service center
Shipping and Delivery Tracking number Returns and Refunds Returns policy
Scheduling Refund policy
Pick up Status of return
Change an order Cancel item/order Status of refund
Change of delivery address Status of replacement
Change payment method Payment Payment status
Change item Payment declined/rejected
Change recipient Promotion not applied on order
Problem with order received Defective Charge wrong amount
Missing items Official receipt
Missing parts Promotions and deals
Damaged Escalation

88
Existing Order Unsatisfactory
Order status Within promise window Wrong item
Delay in order processing Duplicate order
Delay in delivery Service center
Shipping and Delivery Tracking number Returns and Refunds Returns policy
Scheduling Refund policy
Pick up Status of return
Change an order Cancel item/order Status of refund
Change of delivery address Status of replacement
Change payment method Payment Payment status
Change item Payment declined/rejected
Change recipient Promotion not applied on order
Problem with order received Defective Charge wrong amount
Missing items Official receipt
Missing parts Promotions and deals
Damaged Escalation

89
Outbound scripts

Opening spiel

• Hello good morning, this is ________ from Lazada Philippines. I’m looking for ______.
• (state the purpose of the call)

Body
• Order verification
• Cancellation
• Failed payment
• Etc.

Closing spiel

• “Thank you for shopping at Lazada Philippines and thank you for taking my call, you have a great day” (Positive/Neutral)
• We apologize for the inconvenience we may have caused you. Thank you for taking our call. Have a great day” (Negative)

90
Outbound

Outbound Script Structure

Outbound

Order verification issues Bad address

Large amount

COD not available

Out of delivery zone

Payment processing issues Fraud check

Credit card pass/no delay

Credit card pass/ delay

Failed payment

Payment pending (bank transfer)

Logistics issues Pending delivery

Product not available

Escalation

Ad hoc Promo Validation

91
Sample scripts

 Order status:
Within timeframe:
......... “Regarding your inquiry on the status of your order , please be informed that it is currently being processed. Processing time
normally takes 24 to 48 business hours from the time that we receive the order and verify the payment. Please expect delivery for
Metro Manila within 5 business days and within 10 business days for outside of Metro Manila. “

Delay shipping:
……..” Regarding your inquiry, your order is still in process. There will be a delay for the shipping of this item as we are getting bulk
orders for this product. We will notify you via email as soon as the item is shipped out from our warehouse.”

 Cancelled order:
Lazada initiated >Out of stock offering alternative product:
……..”We are deeply sorry, but the item you've ordered is now out of stock. It might have been available at the time you ordered it but
because of high demand for this product, we regret to inform you that we are not able to process the order for you. However, may I
recommend (NEW ITEM)? It has/is… I'll be happy to process this order for you.”

Customer initiated:
……. I’m sorry to hear that you would like to cancel your order; may I know the reason why you wish to cancel it?

If NO reason
I understand that you wish to cancel your order. We will do that, but I also need to know the reason for cancelling because our system
doesn’t allow us to cancel without a reason.

If reason is “changed mind”


Could you help me understand a bit more so I could better assist you? (Drive the customer to give a reason that is actionable)
92
Sample scripts

 Cancelled order
 Customer initiated > Customer error
…….. Yes, that sometimes happens, we accidentally check out. You actually selected a great product because it has/is…
Which products are you interested in? (Suggest products/categories) Maybe I could help you decide what suits your needs…

 Returns
Defective item with 7 days return policy
……..”Please accept our deepest apology for the inconvenience that we may have caused you. Allow us to check if your item is
defective/damaged or incorrect, we will gladly refund you your return shipping costs after our Quality Control Team has inspected the
item. Kindly fill up the RETURN FORM, which may be downloaded on our website under Returns tab. Please send a copy of your return
shipping invoice to payments@lazada.com.ph.”

Defective item outside 7 days return policy:


…… “Please accept our deepest apology for the inconvenience that we may have caused you. Kindly contact the manufacturer directly.”

 How to place an order


Phone ordering:
……”I will be more than happy to place the order for you Ma’am/Sir! May I have your name please? (get necessary details in placing
order)Kindly stay on the line, I will quickly place your order and provide you with the order number.”

93
Sample scripts

Customer to place the order:


…..”Here are the steps in placing an order.
a.) You may create an account first at www.lazada.com.ph
b) Shop by category or enter the keyword in the search bar
c) Click Buy Now to add an item to your cart
d) Choose the quantity
e) Click Continue Shopping to add more items or Proceed to Checkout if you're done adding items to your cart
f) Customer Information > Payment Method > Order Confirmation and click Check out
g) After successfully placing an order you will then receive an email containing the order number together with the summary”

 Availability
...... “Regarding your inquiry on product availability, unfortunately, we are unable to provide exact dates as to when a product will be in
stock. We are also unable to send out an alert to inform you when an item is in stock; however, we are working on developing such a
service. In the meantime, please check out our site every now and then.”

94
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

95
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

96
Lazada Facebook Pages Management:
Introduction and breakdown of responsibilities

4 different places where customers can interact on FB:


- CS tab: goes directly into Zendesk WebForm
- Inbox: messages that are only seeable by Page Admins – integrated into
Zendesk
- Posts by Others: anyone can see. Possibility to forbid them or to hide them in a
special tab. Friends of the user that post can see it (as any action taken on FB).
- Comments on Lazada Posts: anyone can see. We promote some of them which
give them high visibility. Friends of users can see it + we promote
likes/comments/shares so that it will increase this reach.

Responsibilities to answer are as follow:


Customer Service Community Manager/Mkt
CS Tab Directly into Zendesk

Inbox Directly into Zendesk

Posts by Others Directly into Zendesk + FB

Comments on LZD Posts On FB + help from CS


Lazada Facebook Pages Management:
Regarding management of public messages
= “Post by Others” + “Comments on Posts”

Identification of 5 types of public messages (CS Point of View)


- Normal flow messages (greatings, play games, question on price/avalability, etc)
- Proper CS requests (existing order, question on campaign, etc)
- Non-aggressive complaints
- Aggressive complaints
- Spam messages

That needs to be addressed by CS/Mkt differently:


Redirect to proper Report as Spam /
Answer Hide Delete
CS Form Ban user
Normal flow
No -- No No No
messages
Proper CS Request Yes Yes No* No No

Non-aggressive
Yes Yes Yes No* No
complaints
Aggressive
Yes Yes Yes No* No
complaints
Spam No -- -- Yes Yes
Lazada Facebook Pages Management:
HOW TO – for Comments

To Hide Comments To Delete Comment

To Report as Spam

To ban user

If you hide a comment only the user and their friends will
see it. If you delete it nobody will.

Point is we promote both POSTS (with comments) and COMMENTS directly so their management is super important.
Lazada Facebook Pages Management:
HOW TO – for Posts

To Hide Posts To Delete Posts

Confirm Delete - and Ban User (repeated aggressive messages, identification of


competitors attack, spam/company pages trying to promote on our Page
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

101
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

102
CS needs information from many other
departments

Payment/Frau
d

Content Buying

CS

SCM
MKT

WH IT
Why CS needs to interact with other departments

CS –> communicate with customers, answering questions –> send


questions to related departments in the form of tickets.
Payment/Fraud –> payment, fraud, refund, payment methods,
status on refunds
WH –> Inbound and Outbound WH issues
SCM – coordinate about stock, delays on stock
MKT –> Updating and answering questions about promotions,
pricing, new campaign.
Content –> Questions on content on Lazada website
Buying –> All concerns relates to products
IT –> All technical problems relating to Lazada website & internal
technical problems.
CS will use Zendesk to push tickets towards the
relevant departments
WH

SCM

IT

Zendesk
CS Ticket MKT

Content

Payment

Buying

Tracking tickets + ticket status


Zendesk
How does it work?

You can update your ticket by clicking “Views” and see all ticket in “My unsolved
tickets”
How to search for a ticket

Searching Ticket

• The ticket property keywords and their values that you can use
in your searches are described in the following table.

• Not all of the ticket data is searchable.

• Administrators and agents can search for tickets using these


keywords.

*** Keywords: customer’s name, email address, telephone number.


Key words (1 of 2)
Key words (2 of 2)
How to reply

• When each department receives a ticket. Replying to CS, you can answer in
description box.
Reply the message

Summit to reply the message


How to assign to an other department

Email from 1
Customer
1:41pm

CS escalate to
internal
department
4:21pm

responds with
required info
4:26pm

Email send to
customer with
the info
provided
4:38pm
How to assign back the ticket

 When each department would like to reply to CS


- Answer in description box
- Click drop down Status “Open”
- Choose Group “Customer Service”
- Assignee “Agents” (Name who send ticket to
buying)
- Click Summit
Submit the ticket

ANSWER

Click to reply message to CS


Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

115
Objective

“To use the most effective and


efficient means of handling phone
calls and emails without sacrificing
quality customer service, while
achieving the stated goals.”

116
Scoring Model - Inbound

Main Weighted
Subject Weight Attributes Rating
Attributes Score
3.0% Greeting and Closing 3 0.09
Courtesy
3.0% Address Caller by Name 3 0.09
15%
Call Management 9.0% Professionalism 3 0.27
30% 6.0% Effective Communication 3 0.18
Communication Skill
6.0% Listening Skill 3 0.18
15%
3.0% Appropriate Response 3 0.09
25.0% Correct Solution 3 0.75

Case Resolution 10.0% Efficiency 3 0.30


Call Accuracy 50%
9.0% Proactive Assistance 3 0.27
70%
6.0% Add Value 3 0.18
Data Entry 10.0% OMS Notes 3 0.30
20% 10.0% Zendesk Ticket 3 0.30
10.0% Upselling 0 0.00
Others Others
100.0% Unacceptable behavior 0 0.00
3.00

117
Scoring Model - Inbound

Parameter Description
Subject Main Attributes Attributes
4 3 2 1
Delivered the opening spiel and closing spiel (verbatim).

Opening Spiel: Thank the customer and Brand Lazada, State your name, Offer to assist the
'Delivered the opening spiel and
a). Appropriate Greeting customer Able to deliver either the opening spiel Missed to deliver both opening and
closing spiel (verbatim) with 80%
and Closing (3%) “Thank you for calling Lazada, this is (NAME), how may I help you today?” or closing spiel (verbatim). closing spiel (verbatim)
accuracy

Closing Spiel: Thank the customer, Rebrand Lazad, Appreciation statement


"Thank you for shopping at Lazada". or "Thank you for calling Lazada".
Courtesy
b). Addressing Customer Addressed the customer by name Addressed the customer by name only Failed to address the customer by
(15%) Addressed the customer by name at least three times within the call
Appropriately (3%) twice once. name.
1. Positive Initial Response (PIR) - Agent provided immediate PIR after the customer stated
their issue.
2. Acknowledge/ Empathy/ Assurance - Agent provided and expressed genuine relevant
c). Professionalism (9%) apology/empathy statement as needed all throughout the call. Missing 1 parameter Missing 2 parameters Missing all parameters
3. Proper tone of voice - Enthusiastic, Upbeat, Friendly, Polite
4. No Interruption - Agent allowed the Customer to express their issue, questions, and
concerns without interruption.
Keep the conversation effective without compromising the aims/objectives
1. Conciseness - means wordiness, i.e., communicating what you want to convey in least
CALL MANAGEMENT
possible words (No talk in circle)
(30%)
a).Effective 2. Consideration - implies “stepping into the shoes of others”. Modifying your words in
Missing 1 parameter Missing 2 parameters Missing all parameters
Communication (6%) message to suit the customer's needs while making your message complete and adjusting rate
of speech.
3. Clarity - "Speaks clearly", Clear message
4. Correctness - implies that there are no grammatical errors in communication.
More than 2 instances of asking
1 instances of asking customer to 2 instances of asking customer to customer to repeat his/her concern
Communication b). Listening Skill (6%) Agent remained focused on the call to avoid unnecessary repetition.
repeat his/her concern repeat his/her concern Failed to listen resulting to incorrect
Skill
diagnostic and resolution
(15%)
Inappropriate response

Using appropriate words/sentence, no


Used of Negative
Using appropriate words/sentence, no jargons, no fillers, no slang terms jargons, no fillers, no slang terms
words/phrase/sentence - Words that
c). Appropriate Response Presence of jargons, fillers(3), slang
implies blame, fault or carelessness.
(3%) Used of positive words/phrase/sentence - Eliminate negative phrases and replace them with Some instances where wording was terms
Stresses negative consequences. Limits
positive ways of conveying the same information. negative as opposed to using a positive
options through restrictive, limiting
way of conveying the information
words and phrases. Focuses on the
opposite behavior we want to achieve.

118
Scoring Model - Inbound
Answered all questions correctly
Gave correct solution accordance with customers concern

Provided pre-empt further questions

With Save Attempt Was able to answer all questions from Was able to answer at least one of the Incorrect Resolution
CALL a). Giving correct customer, pre-empted most concerned questions correctly.
ACCURACY answer/solutions on Correctly followed SOP Failed to resolve the customer's issue
(70%) customer's concern (25%) -Placing an Order Missed 1 parameter or the save Failed to answer pre-empt further
-Payments attempt questions No save attempt
-Shipping & Delivery
-Saving Cancellation
-Returns, Refund and Replacement
-And other updated process/procedures related to product/services (whether it is cascaded
through email/meetings/QA Roll Out)
No redundant or unnecessary actions

Correctly and efficiently probed to identify customer's issue

Avoided Dead air (more than 10sec)

Followed Proper Hold Procedure - Agent put the customer on hold only if necessary;
Maximum Hold time 1 minute
I – Inform the customer the reason for hold
E- Estimate hold time(1minute)
Case Resolution A- Ask permission
(50%) T- Thank the customer
Missed 2 or more parameters
Succeeding hold time - 1-2-minutes is acceptable. Only initial hold will be measure.

b). Call and Order Missing 1 parameter Failed to follow the Customer
Call Control - Agent controlled the pace and direction of the call to efficiently resolve the Missed 2 parameters
Processing Efficiency (10%) Verification Procedure
customer’s issue.

Gathered Basic Information - ask/verify the caller's name, order number, address, e-mail
address (whichever is applicable).

Followed Customer Verification


If the caller requests to modify, to make changes or to cancel the order, agent should correctly
followed Customer Verification Procedures.
1. Verify the follwing: full name of the caller, name of the person who made the order, shipping
address and the email address
2. If the caller cannot verify the email address, the caller must at least verify the Order Number
and the Full Name of the person who placed the order.
3. If caller failed to verify any of the following. Agent will advise the caller to ask the person
who placed the order to contact customer service.
Offered additional assistance
c). Proactive assistance/
Failed to offer additional assistance
Helpfullness (9%)
"Is there anything else I can help you with?"
Educated customer about online self-help such as Help and Order Status link.

d.) Add Value (6%) ex: “You can also refer to lazada.com.ph/payments for other payment options" Failed to educate the customer
Or
“You can also check the status of your order on Order Status link on the website"

119
Scoring Model - Inbound

Complete comment required based on transaction in OMS, specifically the Action Taken and
the Reason)
a). Complete report in
80% complete comment in OMS
Order Management Ex: Cancelled order-due to invalid payment) and must notate whatever is applicable such as the Incomplete comments in OMS No comment found in OMS
(slightly unclear action)
System (10%) dummy order, new tracking number etc.
Data Entry
(20%)
For Telesales, agent should place the customer's email address
Agent correctly tagged the case.
b). Complete ticket in 80% complete ticket (slightly unclear Incomplete comments OR incorrect
No Ticket = ZT Non Case Creation
Zendesk (10%) Agent completely documented and filled out Zendesk Template. Must include specific and action) case tagging
important details notated in OMS.
Presents an opportunity to the Badly / barely presents an opportunity Did not present any selling
a). Upselling customer if
Upselling (+10%) Successfully sells an upgrade or add-on/accessory to the customer customer to buy an upgrade or add- to the customer to buy an upgrade or opportunities OR pushed a sale when
in a sales situation
on/accessory add-on/accessory appropriate
Customer Disrespect
Call Avoidance
OTHER Talk disparagingly about our products
a). Any unacceptable or Lazada/competitors
Zero Tolerance
behavior Did not create a case/ticket
Flirted with the customer
Refused to escalate to a
Supervisor/Resolution Team

120
Scoring Model - Outbound

Weighted
Subject Main Attributes Weight Attributes Rating
Score
3.0% Greeting and Closing 3 0.09
Courtesy
3.0% Address Caller by Name 3 0.09
15%
Call Management 9.0% Professionalism 3 0.27
30% 6.0% Effective Communication 3 0.18
Communication Skill
6.0% Listening Skill 3 0.18
15%
3.0% Appropriate Response 3 0.09
15.0% Order Confirmation 3 0.45
10.0% Correct Solution 3 0.30
Order Confirmation
10.0% Efficiency 3 0.30
Call Accuracy 50%
9.0% Proactive Assistance 3 0.27
70%
6.0% Add Value 3 0.18
Data Entry 10.0% OMS Notes 3 0.30
20% 10.0% Zendesk Ticket 3 0.30
10.0% Upselling 0 0.00
Others Others
100.0% Unacceptable behavior 0 0.00
3.00

121
Scoring Model - Outbound

Parameter Description
Subject Main Attributes Attributes
4 3 2 1
Delivered the opening spiel and closing spiel (verbatim).

Opening Spiel: Brand Lazada, State your name, Reason for Callng and the name of the person
'Delivered the opening spiel and
a). Appropriate greeting you wish to speak with Able to deliver either the opening spiel Missed to deliver both opening and
closing spiel (verbatim) with 80%
and closing (3%) "Hi, this is (NAME) from Lazada, May I speak with (CUSTOMER NAME). ...I'm calling about,... or closing spiel (verbatim). closing spiel (verbatim)
accuracy

Closing Spiel: Thank the customer, Rebrand Lazada, Appreciation Statement


Courtesy
"Thank you for shopping at Lazada".
(15%)
b). Addressing customer Addressed the customer by name Addressed the customer by name only Failed to address the customer by
Addressed the customer by name at least three times within the call
appropriatelly (3%) twice once. name.
1. Acknowledge/ Empathy/ Assurance - Agent provided and expressed genuine relevant
apology/empathy statement as needed all throughout the call.
c). Professionalism (9%) 2. Proper tone of voice - Enthusiastic, Upbeat, Friendly, Polite Missing 1 parameter Missing 2 parameters Missing all parameters
3. No Interruption - Agent allowed the Customer to express their issue, questions, and
concerns without interruption.
Keep the conversation effective without compromising the aims/objectives
1. Conciseness - means wordiness, i.e., communicating what you want to convey in least
possible words (No talk in circle)
CALL MANAGEMENT
a).Effective 2. Consideration - implies “stepping into the shoes of others”. Modifying your words in
(30%) Missing 1 parameter Missing 2 or more parameter Missing all parameters
Communication (6%) message to suit the customer's needs while making your message complete and adjusting rate
of speech.
3. Clarity - "Speaks clearly", Clear message
4. Correctness - implies that there are no grammatical errors in communication.
More than 2 instances of asking
1 instances of asking customer to 2 instances of asking customer to customer to repeat his/her concern
Communication b). Listening Skill (6%) Agent remained focused on the call to avoid unnecessary repetition.
repeat his/her concern repeat his/her concern Failed to listen resulting to incorrect
Skill
diagnostic and resolution
(15%)
Inappropriate response

Using appropriate words/sentence, no


Used of Negative
Using appropriate words/sentence, no jargons, no fillers, no slang terms jargons, no fillers, no slang terms
words/phrase/sentence - Words that
c). Appropriate Response Presence of jargons, fillers(3), slang
implies blame, fault or carelessness.
(3%) Used of positive words/phrase/sentence - Eliminate negative phrases and replace them with Some instances where wording was terms
Stresses negative consequences. Limits
positive ways of conveying the same information. negative as opposed to using a positive
options through restrictive, limiting
way of conveying the information
words and phrases. Focuses on the
opposite behavior we want to achieve.

122
Scoring Model - Outbound Delivered all the required information regarding the order;
- Order ID
- order date
- items ordered
CALL a). Giving correct &
- price
ACCURACY complete order Missing 1 parameter Missing 2 or more parameter Missing all parameters
- payment method
(70%) confirmation (15%)
- payment confirmation for unpaid order (bank transfer)
- shipping address (whichever is applicable)

Note: Not applicable for CC Failed due to possible Fraud


Answered all questions correctly
Gave correct solution accordance with customers concern

Provided pre-empt further questions

With Save Attempt Was able to answer at least one of the Incorrect Resolution
b). Giving correct answer questions correctly.
Was able to answer all questions from
/ solutions on customer's Correctly followed SOP Failed to resolve the customer's issue
customer apart from 1
concern (10%) -Placing an Order Failed to answer pre-empt further
-Payments questions No save attempt
-Shipping & Delivery
-Saving Cancellation
-Returns, Refund and Replacement
-And other updated process/procedures related to product/services (whether it is cascaded
through email/meetings/QA Roll Out)
No redundant or unnecessary actions

Correctly and efficiently probed to identify customer's issue


Order
Confirmation Avoided Dead air (more than 10sec)
(50%)
Followed Proper Hold Procedure - Agent put the customer on hold only if necessary;
Maximum Hold time 1 minute
I – Inform the customer the reason for hold
E- Estimate hold time(1minute)
A- Ask permission
T- Thank the customer
Missed 2 or more parameters
Succeeding hold time - 1-2-minutes is acceptable. Only initial hold will be measure.
Missing 1 parameter Missing 2 parameter
b). Call and Order Failed to follow the Customer
Call Control - Agent controlled the pace and direction of the call to efficiently resolve the
Processing Efficiency (10%) Verification Procedure
customer’s issue.

Gathered Basic Information - ask/verify the caller's name, order number, address, e-mail
address (whichever is applicable).

Followed Customer Verification


If the caller requests to modify, to make changes or to cancel the order, agent should correctly
followed Customer Verification Procedures.
1. Verify the follwing: full name of the caller, name of the person who made the order, shipping
address and the email address
2. If the caller cannot verify the email address, the caller must at least verify the Order Number
and the Full Name of the person who placed the order.
3. If caller failed to verify any of the following. Agent will advise the caller to ask the person
who placed the order to contact customer service.
c). Proactive assistance/ Offered additional assistance
Failed to offer additional assistance
Helpfullness (9%) "Is there anything else I can help you with?"
Educated customer about online self-help such as Help and Order Status link.
d.) Add Value (6%) ex: “You can also refer to lazada.com.ph/payments for other payment options" Failed to educate the customer
Or “You can also check the status of your order on Order Status link on the website" 123
Scoring Model - Outbound

Complete comment required based on transaction in OMS, specifically the Action Taken and
a). Complete report in the Reason)
80% complete comment in OMS
Order Management Ex: Cancelled order-due to invalid payment) and must notate whatever is applicable such as the Incomplete comments in OMS No comment found in OMS
(slightly unclear action)
System (10%) dummy order, new tracking number etc.
Data Entry
For Telesales, agent should place the customer's email address
(20%)
Agent correctly tagged the case.
b). Complete ticket in 80% complete ticket (slightly unclear Incomplete comments OR incorrect
No Ticket = ZT Non Case Creation
Zendesk (10%) Agent completely documented and filled out Zendesk Template. Must include specific and action) case tagging
important details notated in OMS.
Presents an opportunity to the Badly / barely presents an opportunity Did not present any selling
a). Upselling customer if
Upselling (+10%) Successfully sells an upgrade or add-on/accessory to the customer customer to buy an upgrade or add- to the customer to buy an upgrade or opportunities OR pushed a sale when
in a sales situation
on/accessory add-on/accessory appropriate
Customer Disrespect
Call Avoidance
OTHER Talk disparagingly about our products
a). Any unacceptable or Lazada/competitors
Zero Tolerance
behavior Did not create a case/ticket
Flirted with the customer
Refused to escalate to a
Supervisor/Resolution Team

124
Scoring Model – Digital / Email

Weighted
Subject Main Attributes Weight Attributes Rating
Score
Courtesy
10.0% Professionalism 3 0.30
10%
Email Management
10.0% E-mail Structure 3 0.30
30% Email Construction
Proper Spelling, Grammar,
20% 10.0% 3 0.30
Punctuation
Case Resolution
50.0% Correct Solution 3 1.50
Email Accuracy 50%
70% Data Entry 10.0% OMS Notes 3 0.30
20% 10.0% Zendesk Ticket 3 0.30
Others Others 100.0% Unacceptable behavior 0 0.00
3.00

125
Scoring Model - Email
Parameter Description
Subject Main Attributes Attributes
4 3 2 1
Email should always be professional in tone, no matter what the circumstance. Maintaining a polite and
positive attitude in emails is vital in all business correspondence.

* Empathy statement should be stated if customer expressed inconvenience about our products or
Courtesy a). Professionalism services.
Missed all parameters
(10%) (10%)
* Do not write in CAPITALS
- Never write in capitals, as this symbolizes shouting and appears aggressive.

* Use positive word choices to communicate a positive tone.

1. Subject Line: The Subject is more important than the email itself, it should be focused, clear and
informative.
Your Lazada Order: 2000xxxxx

2. Salutation: Also called “The Greeting”, normally begins with the word "Dear" and always includes
the person's last name or complete name.
Dear (Customer’s Name):

3. Opening Paragraph: Acknowledge previous communication - set the scene


Good day and thank you for visiting our website, Lazada. Our company is committed in providing our
customers with the best online shopping experience.

4. Middle Paragraph: explain why letter is being written


Explanations / reasons, supporting details, information, requests, use paragraphs for separate pieces of
information, answer questions in the order which they are asked
EMAIL Regarding your inquiry_______________________. Please be informed
MANAGEMENT ________________________________.
a). E-mail Structure
(30%) Missed all parameters
(10%)
5. Add Value: Customer Education by providing helpful links/FAQs, summarize key points (if required)
You can also refer to http://www.lazada.com.ph/payment-methods/
Email
Construction 6. Closing Remarks: Thank the reader for their time and attention, Apology/empathy statement,
(20%) Refer to future contact
"Thank you for your patience and cooperation."
“We apologize for any inconvenience this has caused.”
“If you have other questions, please contact us at www.lazada.com.ph/contact.”
We value you as a customer and we hope that you will continue shopping with us in the future. Thank
you and have a great day!

7. Complimentary Closing
- is the term prior to your signature in an email message or letter. A complimentary close shows your
respect and appreciation for the person who is considering the request in your letter or email.
Best Regards

8. Signature

*Check your SPELLING, GRAMMAR and PUNCTUATION before sending the email.
b). Proper spelling,
Missed one of the parameters in Missed two of the parameters in Missed two or more of the
grammar, * Structure the email with short paragraphs and bullet points to ensure the email is easy to read.
good scoring. good scoring. parameters in good scoring.
punctuation (10%)
* Refrain from using abbreviation.

126
Scoring Model - Email

Answered all questions correctly: Gave correct solution accordance with customers concern

Provided pre-empt further questions


Incorrect Resolution
Was able to answer the questions Was able to answer at least one of
a). Giving correct Correctly followed SOP
Case correctly. the questions correctly.
answer / solutions on -Placing an Order Failed to resolve the customer's
Resolution
customer's concern -Payments issue
(50%) Unclear pre-empting of further Failed to answer pre-empt further
(50%) -Shipping & Delivery
questions questions
-Saving Cancellation No save attempt
EMAIL
-Returns, Refund and Replacement
ACCURACY
-And other updated process/procedures related to product/services (whether it is cascaded through
(70%)
email/meetings/QA Roll Out)
Complete comment required based on transaction in OMS, specifically the Action Taken and the
a). Complete report
Reason) 80% complete comment in OMS
in Order Management Incomplete comments in OMS No comment found in OMS
Ex: Cancelled order-due to invalid payment) and must notate whatever is applicable such as the (slightly unclear action)
System (10%)
Data Entry dummy order, new tracking number etc.
(20%) Agent correctly tagged the case.
b). Complete ticket in Completey fill out Zendesk Template 80% complete ticket (slightly unclear Incomplete comments OR incorrect
No Ticket = ZT Non Case Creation
Zendesk (10%) Utilize the Macros/templates to answer frequently asked questions. However, also personalize the email, action) case tagging
adding specific details as needed.
Customer Disrespect
Call Avoidance
Talk disparagingly about our
a). Any unacceptable products or Lazada/competitors
OTHER Zero Tolerance
behavior Did not create a case/ticket
Flirted with the customer
Refused to escalate to a
Supervisor/Resolution Team

127
Agenda

Introduction to Lazada Customer Service @ Lazada

 Lazada & Rocket Internet  CS Basics

 Lazada Website  Order Verification & delivery

 Lazada Products  Fraud verification

 Lazada Organization  Cancellations

 Marketing activities  Inbound / Outbound Calls

Processes, Policies & Tools  Emails

 Order flow  Facebook

 Systems: OMS / BOB Zendesk  Coordination with other departments

 Payments  Quality Assurance

 Shipping & Delivery Marketplace

 Returns & Refunds Hands on training

128
Definition

Lazada marketplace refers to sellers that use


Lazada to market / sell their products and process
transactions while they provide / own product,
price & inventory information

Lazada marketplace aggregates products from a


wide array of providers and fulfill orders via cross-
docking or drop-shipping
DESIGN PRINCIPLES
Marketplace

Customer Touch Points LAZADA SELLER

Standard Lazada interface for most sellers in Advanced sellers allowed to have custom
Order Placement

User Interface a shop-in-shop format interfaces for their shops a fee

Product Info. Complete control over content, listing price,


Quality Check of new additions and updates
(Content) updates (BUT In line with Lazada policy)

Service Info.
Ratings, Reviews & Delivery Times - Contact Information & Policies
(Expectations)

Complete control over all interactions - Can communicate with CS on order item
Customer Care order confirmation, tracking, complaints level comments
Fulfillment & Returns

Product, In Dropshipping - Loose guidelines for Complete control over product, invoicing
Packaging packaging (UP FOR DISCUSSION)

Rigid guidelines on labels & processes; Seller Logistics to be evaluated on a case to


Logistics Partnerships with 3PL for seller pickups; case basis

Complete Control over Customer Initiated Only Delivery Failures to be monitored &
Returns Returns recorded by Sellers

Primary Ownership

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DESIGN PRINCIPLES
And to do so we will tightly control customer
experience across all three models…
Phase 1 Phase 2 Phase 3
TIMELINE
0-3 Months 3-6 Months 6-9 Months

FULFILLMENT BY L +
CROSSDOCKING
Order Lifecycle DROPSHIPPING CROSSDOCKING +
+ DROPSHIPPING
DROPSHIPPING

LAZADA +
Order Placement LAZADA LAZADA
OTHER CHANNELS

LAZADA +
Order Confirmation LAZADA LAZADA
OTHER CHANNELS

Picking, Packing SELLER SELLER LAZADA

Invoicing + SELLER SELLER LAZADA FOR SELLER

Forward Logistics SELLER * LAZADA LAZADA

Return Logistics LAZADA LAZADA LAZADA

Customer Service LAZADA LAZADA LAZADA

Refunds LAZADA LAZADA LAZADA

+ Subject to Local regulation


* Managed by Lazada with priority 3PL partners
OPS REQUIREMENTS
Key Ops Process Requirements for Marketplace &
Regional Process Audit for Escalations
Marketplace
Services Requested Escalations
Responsibilities

1 Production/ Content
Seller Content QC post Seller Cataloging IT & Training;

Regional Marketplace Ops Process Audit


creation & update Catalog Due Diligence
Local Core Operations Processes

CS – Basic Marketplace COD Real time Order information in


2 (Order Verification, Orders/ Item Verification,
Status Enquiries by Customers
OMS; Regular coordination
with sellers
Queries)

Customer Initiated Returns to


CS – Advanced Constant Coordination with
be processed in WH;
Sellers;
3 (Returns & Refunds, Segregated & Return to
Make available required IT/
Complaints) Sellers;
information
Complaint Resolution

Seller Pickups, Seller WH Due Diligence*


4 Logistics Logistics Tracking, Daily Pickup Coordination;
Seller Compliance on Dispatch,
Delivery Failures
Delivery Failure recording

Monthly Payments of Sellers Clear guidelines on


5 Payments based simple pre-defined reconciliations, contracts &
arrangements resolving disputes

* Seller WH Due Diligence supported by Lazada Operations

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OPS REQUIREMENTS
Ops Process Requirements (1/5)

STANDARD NEW PROCESS

# ACTION WHO? WHEN?


1 Production/ Content 1 Train Seller on basic cataloging principles MP On-
followed at Lazada and ensure these guidelines boarding
are followed
Local Core Operations Processes

2 Upload SKU content via Unicommerce into Bob Seller -


CS – Basic
2 (Order Verification,
Queries)
3 QC images, text, prices & mapping for all SKUs Production Within
on the lines of Content QC for respective XX Days of
CS – Advanced category; SKUs do not go online until QC is done upload
3 (Returns & Refunds, 4 Seller updates any product detail – e.g listing Seller -
Complaints) price, product description, image etc from
Unicommerce; This is pushed to Bob
5 Post update, Marketplace SKUs are not live until Production Within
4 Logistics the Production team QCs the changes; This
should be relatively much faster than initial QC
XX Hours of
update

5 Payments

133
OPS REQUIREMENTS
Ops Process Requirements (2/5)

STANDARD CHANGE IN THE EXISTING PROCESS

CURRENT PROCESS CHANGES FOR MARKETPLACE

1. (Order Confirmation) Agent sees the 1. No Change, except for the fact that
1 Production/ Content COD order in Verification screen, the agent’s script must be tweaked a
makes a call to the customer and upon little. In case one or more of the items
Local Core Operations Processes

a successful call, confirms the order in an order are from Marketplace,


CS – Basic 2. (Order Status Query) Agent gets a agent must clearly mention this to the
2 (Order Verification, call from a customer requesting the customer
Queries)
status of his order. Agent searches for 2. No Change. Agent must clearly
her order and lets her know how many mention that the customer will receive
CS – Advanced items have been shipped and if multiple shipments in case of multiple
3 (Returns & Refunds,
anything is pending items from different marketplace
Complaints)
3. (Product Query) Currently agent sellers
raises a Zendesk ticket to the buying 3. (Product Query) Slight change.
team Zendesk ticket to be assigned to the
4 Logistics
group “Marketplace” that will be
available in the dropdown for every
item that is Marketplace. This will be

5 Payments made visible in the Search, Returns


screens in OMS.

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OPS REQUIREMENTS
Ops Process Requirements (3/5)

STANDARD; MY TO FOLLOW FIRST CHANGE IN THE EXISTING PROCESS

CURRENT PROCESS CHANGES FOR MARKETPLACE

1. Customer sends product back to 1. No Change


Lazada after filling up the PDF form on 2. No Change
1 Production/ Content the website 3. No Change
2. (Order Page) WH CS raises a return 4. No Change
Local Core Operations Processes

ticket 5. (QC Pass; CS->Returns) WH CS to


CS – Basic 3. (Inbound->Returns) WH CS then segregate all Marketplace items and
2 (Order Verification,
QCs the return to see if it was a valid not send them for adding to inventory
Queries)
return 6. (Warehouse->Handling->Move
4. (QC Fail) Returns the product to the Items) To not be allowed to inbound
CS – Advanced
customer manually and changes the Marketplace items;
3 (Returns & Refunds,
Complaints) state in OMS manually 7. No Change
5. (QC Pass; CS->Returns) WH CS to 8. (Physical movement, Excel import
define the mode of refund based on to Unicommerce) These returned

4 Logistics information available from the form and items to be pasted with a sticker
send them for inbounding containing 4 fields (SKU, Name,
6. (Warehouse->Handling->Move Order item Id, Merchant Name) and
Items) Add these items to inventory by to be segregated & Periodically
5 Payments scanning the unique id returned to individual sellers
7. (Finance->Refunds) Finance team to 9. (Zendesk Accounts) All CS
process refund or store credit based complaints/ queries with MP/ Sellers to
on the requirement given by WH CS happen only via Zendesk

135
OPS REQUIREMENTS
Ops Process Requirements (4/5)

EXAMPLE FROM MY NEW PROCESS

# ACTION WHO? WHEN?


1 Production/ Content 1 Pickups- New pickup location initiation request MP On-
boarding
Local Core Operations Processes

2 Pickups- First pickup at new seller Logistics Within


3 Days
CS – Basic
2 (Order Verification, 3 Pickups - Daily consolidated pickup request to MP 1 PM
Queries) 3PL Everyday
4 Pickups - Pickup arranged for all sellers based on Logistics 7 PM
daily request Everyday
CS – Advanced
3 (Returns & Refunds,
Complaints) 5 Tracking - Regular tracking of all exceptions Logistics Periodic
along with 3PL meetings, and service level of
marketplace shipments
6 Payments – Share shipping costs by tracking id Logistics 3rd of every
4 Logistics on a weekly/ fortnightly/ monthly basis Month
7 Delivery failures – Keep track of all delivery Logistics Periodic
failures from 3PL’s end
8 Delivery failures – Increase compliance on MP Within 24
5 Payments recording of delivery failures by sellers to ensure Hours of
faster refunds Receipt
9 Update Delivery status manually on OMS for Logistics Daily
shipments whose tracking ids are not available

136
OPS REQUIREMENTS
Ops Process Requirements (5/5)

PROPOSED CHANGE IN THE EXISTING PROCESS

# ACTION WHO? WHEN?


1 Production/ Content 1 Logistics shares all Shipping costs in a month at Logistics 3rd & 15th
a tracking id level of Every
Month
Local Core Operations Processes

2 MP Ops to keep track of all fees applicable for MP Daily


CS – Basic
every seller (selling, shipping, shipping for
2 (Order Verification,
returns)
Queries)
3 MP Ops to prepare a reconciliation statement MP 1st of Every
for every seller mentioning how much Lazada Month
CS – Advanced needs to invoice the seller
3 (Returns & Refunds, 4 To coordinate with seller and ensure that this is MP 3rd of Every
Complaints) agreed to by the seller. Ensure reconciliations Month
are done by the deadline
5 Once agreed to with Seller, convey this Seller 3rd of Every
4 Logistics information to Payments team in an agreed to
format
Month

6 Ensure money in the bank within 2 working Payments 5th of Every


days. Plan for holidays and do reconciliations Month
earlier if need be.
5 Payments

137
SYSTEMS
Phase 1 systems are working seamlessly together
for core processes; Currently LIVE in Malaysia

Phase 1 Phase 2 Phase 1


TIMELINE
0-3 Months 3-6 Months 6-9 Months

FULFILLMENT BY L +
CROSSDOCKING
DROPSHIPPING CROSSDOCKING +
+ DROPSHIPPING
DROPSHIPPING

# STEP
UNICOMMERCE
UNICOMMERCE
1 Seller created in Bob
2
❷ 2 Seller duplicated in Unicommerce
❺ ❿ 3 Seller uploads Catalog from Unicommerce to Bob
⓫ 4 Bob pushes catalog information to OMS
❸ ❾ 5 Seller uploads stock from Unicommerce to Bob
6 New order placed is pushed from Bob->OMS
BOB OMS
7 Customer Service confirms the order
❹ ❼
❶ 8 Order enters Marketplace queue
❽ 9 Unicommerce fetches the order from OMS
❻ 10 During & post processing all states are pushed back to OMS
(Export, Pack, Ship, Delivered, Delivery Failure)
11 CS to communicate with MP/ Sellers on exceptions on Zendesk to
begin with and later OMS item comments (under consideration)

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Planned Processes
Proposed Processes for Exceptions in CS, Returns
& Refunds
Order Item OMS
# PROCESS WHO? WHERE? Level Comment Step 1 Step 2 Step 3 Step 4 Step 5
Comment Assignment
Comment on thread with Customer Initiated
Unicommerce pushes
CS Ticket CS to call customer within confirmation, or Cancellation in case the Process # 9 Begins
1 DELAY Seller UC; OMS Delay until XX comment to OMS order
Manager 1 day customer's request to customer does not want (Customer Cancellation)
item
cancel to wait
MP Ops types in CS Finance Manager
CANCEL - CS Ticket CS to call customer within
2 MP Ops UC; OMS EOL Cancelled comment in Confirmation from CS CS raises Zendesk ticket processes refund and
LAZADA Manager 1 day
Unicommerce close ticket

CANCEL - Seller CS Ticket Seller types in comment


3 Seller UC; OMS; Process # 2 begins
SELLER Cancelled Manager in Unicommerce

CS Finance Manager
CANCEL - Customer Finance Unicommerce Cancels
9 CS OMS CS types in comment processes refund and
CUSTOMER Cancellation Manager Order Item
closes ticket

ALTERNATE
4 WILL NOT BE OFFERED
PRODUCT

ADDRESS Edit is allowed up until the shipping label is printed in Unicommerce (which maps to the packed state in OMS)
5 CS OMS - -
CHANGE Post this no address change will be allowed. Sellers will not know the difference when an address has been changed.

Resolution team looks


into OMS statuses and Inbound/ Outbound team MP Ops delves deep into
Excel, (Optional) Seller responds
COMPLAINT Inbound receives a call, resolves the issue; To (sees the comment) gives the complaints and does
6 CS Zendesk, - - on the comment in
RESOLUTION records complain in Excel type out an issue as a the customer a call and RCA & Improve all
OMS Unicommerce
comment in OMS so explains the situation processes
seller can see it
QC Pass returns are
(Optional) CS gets call; Post QC pass, product
CUSTOMER Customer Product received at the Finance Manager periodically sent to the
OMS; Finance Advises customer to use scanned on UC terminal
7 INITIATED CS; Finance Initiated warehouse and identified processes refund and seller at zero cost to
Zendesk Manager the returns form on the in WH, leads to OMS
RETURNS Returns as MP from Order item id closes ticket Lazada; QC failures to be
website comment assigned to FM
shipped to customer
CANCEL - Unicommerce pushes
Gets returned to the Seller records in Finance Manager refunds
8 DELIVERY MP Ops OMS - Status pushed to OMS automated comment
seller Unicommerce money
FAILURE with action for CS

139