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How to Optimise your Customer Service for Black Friday

The eCommerce industry in South Africa has experienced a boom since the start of the COVID-19 pandemic — and Black Friday was no exception. According to PayFast, Black Friday saw a 50% increase in spending patterns in 2020. The payment solution company also says that it processed a 283% increase in total payment volumes, compared to a normal peak such as payday. With such potential revenue gains, it's easy to focus on your marketing campaigns without considering the most important factor that might impact the success of your Black Friday efforts - customer experience.

Did you know, 73% of consumers say they are willing to pay more for a product if they love the brand. These statistics call attention to the fact that customer experience is critical.

The Institute of Customer Service says that customers who are treated well and experience ‘excellent’ customer service spend up to R 1,065 more than those who've had a less favourable experience. 

Automate whilst Delivering Excellent Customer Service

Taking the pressure off your customer service team, who’ll likely be dealing with a large volume of queries, and emphasis the quality of customer contact will pay dividends for consumer sentiment. But how do you ensure you’re answering your customers’ questions while still creating opportunities for quality customer interactions?

The simple answer is to automate the more generic customer conversations your team is likely to encounter. Chatbots can easily handle the sorts of informational queries you might be asked over the Black Friday period (and at other times, of course). Customers may be asking about shipping rates, or delivery times, or stock levels. These kinds of frequently asked questions can be automated, leaving your team free to ensure customer complaints and more detailed queries are dealt with quickly and efficiently. Why is that important? Well, 'excellent' customer service on Black Friday potentially leads to around R28 billion in sales the year after, as shoppers return to retailers that treat them well.

Build Sustainable Relationships On Black Friday

Black Friday may be a fast win for companies wanting to quickly increase sales; but, if businesses focus on more than simply making a sale, they can develop long-term relationships long after the Black Friday dust has settled.

Knowing more about your customers without having to quiz them on their personal details each time they make contact, makes the process quicker for both the customer and agent. A Customer Data Platform, or CDP, part of Mobile Marketing Cloud, allows you to aggregate customer data from across your organisation’s contact channels and build a detailed customer profile for each contact.

Examine the user journey before, during, and after Black Friday from start to finish. What kind of personalised communication do customers expect to receive after they've purchased from your company? How can you segment consumers so that you can continue to provide them with relevant information while also making them think that their needs are your top priority? This will certainly help your brand provide excellent service.

Provide Excellent Customer Service This Black Friday

Mobile Service Cloud offers an omnichannel inbox that allows you to quickly and simply reply to questions, regardless of the platform used to ask them. Rather than trawling through separate channels’ native interfaces and managing multiple login details, you can instantly read and respond to customer queries from one central dashboard.

In addition, Mobile Service Cloud allows you to manage inter-departmental messaging within your organisation, making it quicker and easier to resolve customer issues with fast internal communication. One of the bonuses of this single platform approach is that everyone has access to customer data, making it easier to deal with customers’ issues without them going through the tedious task of detailing their problem numerous times to different departments. 

The wealth of data that Mobile Service Cloud collects can also be used to examine your own team’s performance, allowing you to plan for extra resources in areas where your team is under-performing.

Want to know more about this topic? Read 6 ways to improve customer experience with Mobile Service Cloud.

In many cases, it’s simply a case of automating an element of your customer service to relieve the pressure on your team elsewhere. Mobile Service Cloud is uniquely placed to help you do that.

Ensuring your customer service team can do their jobs effectively through busy calendar periods will allow them to cope with the ebb and flow of retail customer service demand more efficiently.

Automation is the key to ensuring your team can cope in busy times and build quality customer interactions throughout the year. In this way, you can ensure customer satisfaction at all times, not just on Black Friday, which ultimately benefits the bottom line.

This advice is not just relevant to Black Friday. Businesses that put these practices into place will also be able to harness them to make the most of other important retail periods, like the festive season, Valentine’s Day, and many others.


Explore all the Benefits of Mobile Service Cloud

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Explore all the Benefits of Mobile Service Cloud

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