Black Friday and Cyber Monday (BFCM) can be fairly predictable year over year. But this year is different. Especially when it comes to BFCM customer support.
ECommerce brands can usually rely on 20% of their total orders from this event each year. The COVID-19 pandemic created a surge in consumers buying online in 2020, however, and an influx of competition has created a new landscape for eCommerce businesses.
Back in June, a Google study found that “more than a third of U.S. shoppers who normally shop in store for Black Friday won’t this year.”
Since the eCommerce landscape has been shifting constantly since 2020 began, it can be hard for retailers to keep up with the changes. Add in the number of consumers and businesses moving online, and it’s more important than ever to be prepared.
So, what can you do to get started?
BFCM Customer Support Tip 1) Have A Strong Operating System
You’ll want to make sure you have a strong operating system in place that can scale with business growth, especially for BFCM 2020.
The potential influx of consumers coming to your online store is exciting, but it could also be detrimental without an operating system that works seamlessly for them.
2) Invest In Efficiency Tools
When it comes to customer service, try to maximize your current staff’s efficiency as opposed to hiring seasonal support.
Support requests increased by 80% in 2019, so it’s natural to think that hiring seasonal is the answer.
Providing your team with efficient tools empowers them, however, and makes it easier for them to manage more and be productive. Further, you won’t have to dilute the institutional knowledge and culture of your business with new hires.
3) Automation Is Key
On the topic of efficiency tools, automation for customer support is essential.
With so many support tickets coming through, automation frees up an incredible amount of time for your team. This gives them time to focus on VIPs, complicated tickets, and selling more to new customers who need that push.
Automation also helps with customer expectations.
When BFCM gets busy, automated responses to new inquiries help manage this. Timely responses are important today as customers tend to expect a near-immediate reply.
Instead of keeping customers waiting, for example, you can set up an automated note to let them know you’ve received their request. This eases customer concerns, so they aren't left wondering if you even received their question.
4) Personalization Goes A Long Way
It doesn’t matter what time of year it is, personalization is always a winning strategy.
When it comes to BFCM customer support in 2020, however, eCommerce brands will have less time to focus on personalization because of an influx of support tickets.
That means when a brand does personalize communication, it’s going to be recognized.
It’s no secret that everyone wants to be treated like a person, but there’s been a shift in many eCommerce brands turning almost robotic which can drive new customers or existing ones away.
By implementing efficiency tools that allow you to automate personalization, it makes it that much easier for your team, and also a better experience for your customers.
Your Partner For BFCM Customer Support
This all may seem like a lot. But if BFCM is something you haven’t had much time to think about just yet, it’s not too late.
Our partners at Gorgias focus heavily on making customer support more efficient through automation, personalization and customer data.
If you join now you can get your second month free — just in time for BFCM! All you need to do is click here to book some time and learn more.
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