Black Friday and Cyber Monday are synonymous with dazzling discounts, irresistible deals and the promise of something special. But while prices may draw customers in, customer service will keep them coming back after the sales frenzy ends. In the race to capture attention, businesses that prioritise exceptional customer experience (CX) will build lasting relationships (and benefit from greater lifetime value).
Here’s how to make customer service your greatest offer during the year’s biggest shopping weekend – and beyond.
The importance of customer experience during Black Friday and Cyber Monday
The pressure of time-sensitive discounts and limited stock often leads to a surge in enquiries. Questions about delivery times, refund policies and product details flood in, and how you handle these can make or break a sale. A seamless CX can transform stressful shopping into a satisfying experience, converting first-time buyers into loyal customers.
In fact, 86% of shoppers are willing to pay more for better customer service. During Black Friday and Cyber Monday, when the competition is fierce, a stellar CX is a priceless differentiator.
So how can you stand out from the crowd this discount season?
1. Leverage automation for faster responses
Black Friday doesn’t just mean high traffic in stores; your online platforms are likely to experience a deluge of activity, too. Customers expect instant answers, and automation can help you meet this demand.
Chatbots, for instance, are a cost-effective solution for managing high enquiry volumes. Available 24/7, they can provide quick answers to FAQs, from “Is this item in stock?” to “What’s your returns policy?” By automatically addressing straightforward questions, chatbots free up your team to focus on complex or high-stakes issues.
Today’s chatbots are also increasingly sophisticated. They use AI to personalise responses, recommend products and create a uniquely tailored experience. When paired with human oversight, they offer a perfect balance between speed and empathy. This means effective automation frees up time for human agents to support those customers who need it most.
2. Use live chat
While automation is vital in scaling CX, there’s no substitute for human interaction when it matters most. Live chat delivers this: it offers instant access to support while retaining the personal touch customers appreciate.
Whether shoppers need help choosing the right product or resolving a check-out issue, live chat agents can guide them in real time, reducing drop-offs and boosting conversions. Even better, live chat data provides insights into common pain points, helping you refine your approach and anticipate customer needs.
3. Make it easy for customers to contact you
Your customers are busy. Whether navigating packed shopping centres or scrolling through online deals, they don’t have time to hunt for your contact details. Make sure your contact information is clear and accessible across all touchpoints – from your website to your social media pages.
Consider adding a dedicated Black Friday help section to your site, answering common questions upfront and providing direct links to live chat, email or phone support. The easier it is to reach you, the more trust you build with potential buyers.
4. Create an omni-channel experience
Shoppers don’t stick to a single channel. They might browse products on Instagram, ask a question via live chat on your website and purchase in store. An omni-channel approach that connects both digital and non-digital channels ensures they enjoy a consistent, seamless experience across every touchpoint.
Central to this is unifying systems so that no matter where a customer reaches out, their details and purchase history are easily accessible. For instance, customers shouldn’t have to repeat their issue if they’re transferred from email to phone support, and likewise if they are passed from a Chatbot to an agent. Integrating your channels creates a frictionless journey that makes customers feel valued.
Maintaining good CX beyond Black Friday and Cyber Monday
Black Friday and Cyber Monday may come and go, but the impression you leave with customers will last much longer. After the sales, ensure your post-purchase support is just as attentive. Proactively update customers on delivery times, handle returns efficiently and ask for feedback to show you care about their experience.
These efforts pay dividends. Happy customers are more likely to recommend your brand, leave positive reviews and return for future purchases. By embedding excellent CX into your operations year-round, you set yourself apart as a brand that prioritises people, not just profits.
What’s your next step?
This Black Friday and Cyber Monday, let your customer service be the deal that makes all the difference. By investing in automation, live chat and an omni-channel approach – and by maintaining excellence in CX before, during and after the sales rush – you’ll create a shopping experience customers won’t forget.
Get in touch now to see how Engage Hub can help elevate your CX during Black Friday and beyond.
