Four reasons to improve your customer service before Black Friday

10/23/2020 - Beatriz Rojo

Black Friday kicks off a great time for e-commerce, as we enter the months with the most traffic and sales in online stores. And just days before Black Friday, surely your campaigns, strategy and website are more than ready.

However, there’s a crucial factor in conversion that’s always left out: customer service. According to a study by FurstPerson, 77% of consumers don’t make a purchase in an e-commerce that doesn’t have a livechat service available.

When taking into account that during Black Friday last year sales increased by 30%, you should consider the reasons why to keep from missing an opportunity with each visit that comes to your website.

Reasons to improve your customer service before Black Friday

1. Personalized customer service increases conversion

No matter how much your visits increase, you need them to leave your store happy. Your goal should be to satisfy them and convert them into customers. 73% of consumers consider the experience with a livechat to be the best way to communicate with a company, due to the obvious comfort and quick response time.

In Oct8ne we highlights the period from Black Friday to Christmas as a good time to see the direct impact that customer service has on sales.

Analyzing last year’s data, our clients had about 17,000 conversations between November and January, of which they managed to convert 18.28%, due to their personalized customer service model.

Our company presented a study showing that, thanks to this personalized sales assistance model, the intent to purchase goes up with each item shown in the coviewer, the shared dashboard where the agent and customer can see the store’s products and interact with them in real time.

coviewer-oct8ne

If a customer has an issue when they’re about to check out, the best-case scenario is that they can solve it without leaving your page. You shouldn’t make them look for you on social networks, and having to call you or send an email is also a vanishing point.

On Black Friday, there are a lot of flash discounts and great deals with little or limited stock. So if a customer has questions, they’ll need to contact you quickly in order to finish their purchase.

2. Proactively and visually displaying products increases conversion

Although we’re used to online shopping, the user still lacks that ‘reality’ of being completely sure when finalizing the purchase. Therefore, bringing the offline experience closer to the e-commerce process is an important aspect for sales to take place.

We’ve talked about offering personalized customer service, but the handicap of e-commerce is that the actual salesperson has been replaced with algorithms, cross-selling strategies on product pages or bot responses.

Though these are great options, they fail to convey the same level of trust as a person who is capable of listening, understanding and giving personalized attention.

A great option for bringing the lifelong offline model to online shopping is the visual customer service tool, which gives you a much more real experience by being able to see images and videos of the products alongside the salesclerk, just as you would in a physical store.

Oct8ne introduces a system that works like any other livechat but the added visual bonus guides the customer towards a sale. By sharing products and interacting with them in real time –zooming in or drawing on them– the customer service department goes from dedicating itself exclusively to answering questions to proactively making sales.

During the highest sales period, which had an average of 12,000 conversations, the businesses that used Oct8ne’s virtual customer service grew their conversion to 23.72%.

Not only did this manage to increase purchases, it also increased the average ticket because sellers were able to apply cross-selling and up-selling techniques.

3. Good segmentation will help find your potential customers

In times of more e-commerce traffic, many businesses choose to disconnect their customer service because they lack the capacity to attend, manage and sort out all the visits that come to the website, much less make a sale.

If you’re unable to attend the avalanche of visits by expanding your department on key dates, the solution is having good segmentation to detect which visits can become your customers.

Providing assistance to truly potential customers by activating a series of predictive algorithms, the chat will be able to automatically detect who to offer help to with a personalized message for each situation, depending on each visitor’s needs.

For example, if a user has been on the shopping cart page for a long time, a trigger can be launched with a message helping them with payment methods; or if they’ve looked at a series of products, you can offer personalized advice for the items they’re interested in.

This ‘prediction’ is crucial to offering assistance at the right time and not missing their decision to make a purchase.

4. A satisfied customer increases recurrence to your page

Thanks to this visual experience, personalized assistance is facilitated for each customer, which directly and positively affects the conversion. If the customer and the agent understand each other better and the agent knows exactly what each customer needs, when to offer help and what kind of conversation to start, they’ll be able to guide the client through the purchasing process, improve the user experience and, furthermore, build customer loyalty.

The same Oct8ne study we mentioned before found that its clients had a recurrence of 80% of users who had been well attended with these real experience tools and, of those, an additional 21% converted on their second visit.

Looking at the numbers, you still have time to improve your customer service, which will save you from dealing with many unnecessary returns.

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