CX Lessons Learned From Studying 200M Conversations on Black Friday and Cyber Monday to help you get head of the 2021 holiday rush
Leverage automation to help customers help themselves
80% of brand interactions are repeat inquiries better suited for self-serve 35% of total BFCM 2020 brand interactions were “Where Is My Order” (WISMO) at our 3 largest retail/ecommerce clients
80% brand interactions are repeat inquiries better suited for self-serve
35% total BFCM 2020 brand interactions were “Where Is My Order” (WISMO)
Prepare for interaction spikes that start before BFCM and last through the holidays
Number of times the chat was opened
2020
2019
Oct
Nov
Dec
Jan
Your CX has to be scalable enough to handle these interaction spikes without sacrificing on brand promises. Hiring seasonal agents or contractors is expensive and inefficient, and temporary hires will not be as familiar with your brand voice and brand promise.
The lines between "brand" and "customer experience" are all but dissolved, and if your business isn’t acknowledging this, you're at risk of disappointing customers and not living up to your brand promise.
Prioritize chat over other kinds of brand interactions
69%
of consumers say that being able to message a business helps them feel more confident about the brand
70%
of businesses who responded to customer chats within 5 minutes were more likely to convert the customer
20B+ messages exchanged between people and businesses each month on Messenger
Customers want to have the same conversations with your brand online that they can get at an in-store customer service, such as making style or sizing recommendations, notifying them of a sale, helping with returns or exchanges, or assisting during checkout. Chat can make that happen.
Meet customers on smartphones and social networks
Customers are becoming increasingly adept at using smartphones to find what they need and make a purchase. They don’t have time to wait for email answers in their moment of need or decision-making—and they definitely won’t deal with obtuse or unintuitive experiences.
The easier you make it for customers to get what they need, the more likely they are to keep coming back.
Traffic from Mobile devices for ECommerce by year (2020 peaked at 71%)
Engaged Count
Mobile Conversation
Mobile %
2019
2020
2021
Check out the full report for more data points from Black Friday & Cyber Monday 2020
CX Lessons Learned From Studying 200M Conversations on Black Friday and Cyber Monday
