While the consumer is on the lookout for advantageous offers, the retail market is preparing to meet the huge demand generated by Black Friday, especially the Customer Service and Logistics sectors, which are the most mobilized during this period.

Although it hasn’t started in Brazil, Black Friday has already entered the agenda of Brazilians, especially those interested in buying electronics and household appliances. Of course, much of this success is due to the establishment of online shopping behavior, which increased by 29% in 2020, according to a survey by Ebit/Nielsen. Apparently, Brazilians have broken down the last remaining objections to buying digitally.

With the increase in demand that the date brings, planning is required from companies, after all, a poorly strategically articulated offer can be a shot in the foot and a permanent scratch on the brand’s image. Instead of increasing turnover, the retailer can generate a huge negative buzz, accumulating customer dissatisfaction.

So, before thinking about the Black Friday offer, make sure that strategic planning takes care of service:

– Preparing for operation

First and foremost, resolve all customer complaints and disputes. During Black Friday complaints and failures can occur even with planning, so it is important to avoid accumulating complaints with those that already exist. So zero out your backlog to avoid major damage.

It’s time to anticipate the possible issues that may arise during this period. To do this, it is necessary to analyze the standard behavior that is usually repeated, such as: main requests, complaints and other bottlenecks.

– Opportunities

Given the volume of new accesses, it’s important to understand that the consumer experience begins at this point. During this period, it is common for many customers to be in contact with the company for the first time, which can determine whether this customer will be a repeat customer or not. So it’s important to ensure that a positive customer experience begins at this point.

Organize an on-call team and project an estimated number of professionals to attend to/sell orders during this period, based on sales during the same period last year.

– Pay attention to the premises of good service:

Solving the problem quickly is undoubtedly what you expect from effective customer service at any time when you buy a product or hire a service. Therefore, it is important to ensure that the entire service team has the autonomy to solve problems, while continuing to reduce bureaucracy in processes.

In addition, it is important to establish a deadline for responding to customer support requests (SLA). And let’s make it as immediate as possible, as part of the team planning carried out in the run-up to Black Friday.

– Never lose sight of humanized service

Regardless of the automation technologies, boots and the like that the company uses, it is well known that a humanized service, in addition to being efficient, is a brand reinforcement effort. No one will ever forget the way they were treated, but as a promotional activity, it is easily forgotten with unprepared and inefficient service. for example, can be easily dismissed from the consumer’s memory.

– Measuring results

The end of Black Friday should be seen as a time to analyze the data collected during the campaign. Monitoring the results is essential for even more efficient implementation the following year. Surround yourself with sales and after-sales metrics, complaints and SLAs. This will make it easier to visualize the points and areas that need to be adjusted, as well as showing whether the balance of the action taken was positive or not for the company.

Thinking about a 360º commercial action means carefully planning the sales and after-sales service; to do otherwise is to risk your company’s image and reputation.

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