Maybe you’re a big player in e-commerce and Cyber Monday in particular. You’ve put a lot of talent, strategy and money into getting in front of online shoppers, and making the most of every interaction. And maybe you’re really happy with how it’s all working for you.
Or maybe you’re not that happy. Maybe you haven’t actually put that much into it yet. And maybe you’re not even promoting Cyber Monday at all. Hey, maybe you’re still even not quite sure exactly what e-commerce means.
If you fit anywhere in that second group of maybes, Cyber Monday may not be making a lot of money for you this year, but it still presents great lessons on how to ramp up your company’s marketing successes. Here are three customer service lessons that can help you profit from Cyber Monday… and from other major promotions too:
1. You need to be ready before you need to be ready!
There comes a point when you need to be completely ready for Cyber Monday, but your customer service team will need to be ready well before that. There will be lots of new questions and crises that pop up during a major event that simply don’t get seen on most days. Scripts need to be prepared and tested. Contingency plans need to be put together in case any of a dozen different unthinkable things happen. Call center agents need to be made aware of the promotions and new resources before they need to use them. When you’re drowning is not the time to learn how to swim, so make sure your customer service team is well prepared… well before they try to help your customers.
2. Never compete on price alone.
Price is important. Very important! But it’s never everything. People still expect quality in what they buy. They want it delivered on time, in the right color and size. They want to be impressed. They want value. If your team is not ready to deliver that, you’ve lost a sale. But if you can deliver a great product and great service, you’ll get the sale, and quite possibly a repeat customer as well.
3. Great customer service will bring buyers back.
Research shows that a customer who was really unhappy — but was brought back into the fold through extra effort and great customer service — will be significantly happier and more loyal than customers who had not had any trouble in the first place. That alone demonstrates the value of customer service. But ideally, customer service will also help keep even the most routine processes from bogging down, and improve your customers’ overall buying experience.
Cyber Monday will see billions of dollars change hands, but never forget that it all comes down to one customer wanting to be satisfied. Whether you’re big in e-commerce or still thinking it’s just not for you, the lessons the big day offers can make any day a better day for you and your customers.
Tacamor Call Centers offers customer care kernels to keep your company clear of calamity. To make sure you never miss a tip, subscribe to Tacamor’s email newsletter to get our tips delivered directly to your Inbox. Now that’s customer service!