Cyber Monday 2017 was the largest online shopping day in history. Consumers spent over $6.59 billion, a growth of 16.9 percent year-over-year, with $1.59 billion coming from mobile. Cyber Monday is the biggest opportunity out there for North American ecommerce companies, and your customer experience organization needs to be ready for it. This is a time when you can turn one-time shoppers into loyal, repeat customers, and that requires great CX. A seamless digital experience that still feels human will help build a bond between you and your customers that will last long after the Thanksgiving leftovers are gone.
Prepare Your Agents to Deliver Incredible Service
Today, customers do most of their holiday shopping online. In 2017, shoppers planned to spend 51% of their holiday shopping budget online versus 42% in stores, Deloitte found in a survey of 4,000 consumers. While many customers line up for sales at brick-and-mortar outlets, it’s just as important that your digital experience is up-to-date during the holidays.
Step back and take a look at your experience: Increasing efficiency can depend on a lot of small fixes, but analyzing the data and finding common agent and customer sticking points are the first steps towards making a difference. Take the time to look at your digital experience as a whole before the busy season starts to ramp up. Small fixes to things like your exchange process or the information customers can access on your site will add up to big efficiencies. This can have a huge impact on the number of customers they serve, and their ability to do so.
Triage your customer requests: Your customer service agents are at the vanguard of your CX during any busy period, so they need to be hired and trained well in advance. If you can equip them more information about your customers, making it easy to access their history with the brand, they can make better recommendations and provide a memorable experience during this hectic time. You should train new or temporary agents to answer the easier questions and perform more common, routine tasks for faster resolution. Save the more complex interactions between experienced staff, or these issues will have to be elevated to them anyway, drawing out the process for agents and customers alike.
Automation with a human touch: To take out some of the pressure, automation can help whittle down the massive volume of inquiries and requests during this busy time. Chatbots are one solution brands are exploring, but you have other options. Simply updating your self-service helpdesk, providing clearer product information, or equipping agents with a tool that suggests relevant responses or knowledgebase articles to share with customers can go a long way towards cutting out the short, simple questions that pile up and distract them from bigger tasks. But you shouldn’t lean on these solutions without considering how they can be used to empower your staff. To deliver a memorable, emotionally resonant experience in the long term, you need a human touch. Use them to help customers connect to agents more quickly, and make sure that agents know everything about your customers. Automation exists to empower employees, not replace them. Any way that automation can speed up service and take busy work off of agents’ desks will pay dividends for your CX.
Have a mobile mindset: Also, keep in mind that many customers will start their journey on mobile, using it to find deals and coupons, inspiration on social, competitive prices, and to read customer reviews. According to Salesforce, mobile made up 64 percent of shopping visits during Cyber Monday. This information needs to be easy to access and find on mobile—if it’s not, your customers may end up getting answers from your competitors instead. Ideally, the same agent should be able to respond to and SMS messages, chat with the same customer on desktop, then call them on the phone on the phone and back. Mobile experience is a deciding factor at this time of year, and shouldn’t be neglected.
Be ready for anything: You should be ready for something to go wrong. The holidays will push your team and your technology to their limits. More than likely, something will give—and even if it doesn’t, your team should be prepared for it. Train for the worst-case scenario, like your site going down, or a major storm disrupting shipments. Proactive outreach can help handle some of these issues before they get out of control, allowing you to make contact with customers before they have a chance to reach out. Leading up to Cyber Monday, make a list of common customer complaints or problems, and make sure every agent knows the solution. If your agents are prepared to diffuse holiday stress and help out no matter the situation, your customers will thank you.
Cyber Monday is overwhelming for even the most prepared ecommerce brands. However, every step you take now to ready your customer experience organization now will pay back tenfold for your agents and customers alike. By the way, this year Cyber Monday is November 26th—but you already knew that, right? Mark those calendars, and start making progress towards an amazing online shopping experience for this year, and the years to come.