Many of us look forward to the holidays. We get excited about the prospect of parties, family gatherings, holiday cheer and presents galore. But the holiday season also brings a big lump of coal: an increase in needy customers reaching out to your team in need of immediate support.
According to Kustomer data, inbound customer service inquiries increased by almost 120% during the holiday season in 2019, with particularly dramatic spike in activity on Instagram, e-mail, voice and chat.
Many businesses struggle to maintain a high level of support during spikes in activity. They may need to hire a flurry of seasonal employees who have a short training period. Last year, $284 billion dollars were spent between Thanksgiving and Cyber Monday alone, so the stakes are high. The question becomes, how do you handle the seasonal rush without breaking the bank or disappointing customers? Read on to learn what customers expect, and how to deliver with smart strategies and smarter technology.
Customer Expectations During the Holiday Season
Spending isn’t the only thing skyrocketing during the holiday season — so too are customer expectations. Here is what consumers expect from brands during the upcoming holiday season.
Immediate Service
During the holiday season, the turn of phrase “too much to do, too little time” hits a lot closer to home. Between normal day-to-day life, holiday celebrations, travelling and gift buying, consumers don’t want more of their time taken up by customer service.
According to recent Kustomer research, 77% of customers expect their problem to be solved immediately upon contacting customer service. Customers demand that you respect their time, especially during the busy holiday rush, and if you don’t, they are willing to leave for another retailer. In fact, 70% of consumers would not shop with a retailer again if they had to leave a chat before being helped, and 71% would do the same if they waited so long on hold that they hung up.
Available on Any Platform
Especially during the peak shopping season – Thanksgiving to Christmas — consumers are on the go. They may be travelling to spend time with family, taking a much needed vacation, or multitasking during the work day. What does this all mean? Customers are more willing and able to reach out on new platforms that are most convenient for them.
While 88% of consumers get frustrated when they can’t contact a company on the channel they prefer, availability on multiple platforms isn’t enough. Eighty-six percent of customers said they get frustrated when they have to repeat information to customer service agents. This means that if customers switch channels or need to be transferred, they don’t want the context of their previous interactions lost.
Most of the time, when a customer contacts a company, the team manning that channel will create a ticket. If the customer then contacts the company through a different channel about the same issue, a second ticket will be created with each team working their respective tickets. This results in a fragmented experience and the unfortunate need to repeat information.
How to Wow Your Customers During the Holiday Season (Without Breaking the Bank)
The typical strategies businesses use to please customers have one thing in common: they cost money, and aren’t scalable. What are some strategies and technology tools that you can put in place to wow your customers WITHOUT breaking the bank?
Prepare Early
There’s something to be said about beating your competition to the punch. According to research by Digital Commerce 360, 56% of customers chose where to shop during last year’s holiday season based on past experiences. In addition to common seasonal marketing strategies, delivering a stellar experience NOW can help you drive business in the future.
The companies that are practically synonymous with brand love, and have customers that are loyal to the death, have one thing in common: they have prioritised customer experience since their inception. In fact, customer experience is becoming more important than price and product when it comes to loyalty. Ensure that during busy seasons, when your inquiries and orders quadruple, you can continue to make customers feel just as valued as on the slowest day of the year. By preparing early, you can put the right tools, staff and strategies in place to not only deliver the perfect holiday gift, but also the perfect holiday customer experience.
Get a Little Help From Your Robot Friends
When resources are thin, technology can make a huge impact on your team’s efficiency. Oftentimes the most tedious tasks on an agent’s plate are manual and repetitive, and may not require human intervention. Luckily AI can handle simple tasks like tagging and routing conversations to the most appropriate agent. And consider the power of chatbots during peak shopping periods. They are growing in popularity with both businesses and consumers. In fact, 67% of consumers prefer self-service over talking to a company representative.
Chatbots can be used to collect initial information, provide responses to simple questions, and even complete standard tasks like changing a booking or answering an order status question. While there is always fear of losing personalization when using AI and automation, with the right platform, businesses can actually do the opposite. For instance, if a business leverages customer data properly, chatbots could ask personalised questions based on an individual’s purchase or browsing history. These interventions save time for both the customer and agent, and increase the time spent on the actual issue rather than information gathering and low-level support.
Be Available Wherever Your Customers Are
Omnichannel support shifts perspective from ticket resolution to customer relationship building, which is incredibly valuable during the holiday season, when companies have the opportunity to attract an entirely new cohort of customers. Individuals have the freedom to move between channels throughout their engagement, and are guaranteed consistency, so each conversation starts where the last ended. Agent collision never occurs when communication channels are integrated, because agents can view the conversation and maintain context even as customers engage through multiple channels. If executed properly, omnichannel support provides a consistent experience for customers at every touchpoint after acquisition.
Ensure you have the right technology in place to integrate your combination of communication channels in order to capture the free flow of conversations across platforms and display the data in a single screen. A best-in-class solution should create a unified home for all your customer data, regardless of the source, not only the data generated from customer conversations.
Download our full holiday prep guide for additional strategies and customer insights that are sure to prepare you for the upcoming holiday season.
