Black Friday: how CRM can help in customer service in periods of high demand

Black Friday has consolidated itself as a relevant movement for the economy in Brazil. This year, 39% of Brazilians want to take advantage of the offers and 50% begin to research a month or more in advance, according to the survey “Panorama of Consumption 2024 Black Friday”. In this scenario, early planning is essential and should include strategies and tools for effective customer service.

In the period, in addition to offers, consumers seek quick answers and a service that solves problems without complications. “O service directly impacts consumer satisfaction. For this, tools such as chatbots and CRM systems (Customer Relationship Management, or customer relationship management, in Portuguese), are fundamental to manage the volume of interactions and customize the service”, explains Rudnei Rocha, Chief Operating Officer of SIS Innov & Tech, a technology intelligence company in innovation and digital transformation.

CRM offers a complete view of customer history and enables the offering of promotions and communications aligned with the individual interests of each. In times of high demand, this means that each contact can be more targeted, efficient and, consequently, more satisfactory, increasing the chances of generating more sales and customer loyalty.

Rocha explains that technology scales service capacity and scales demands proportionally, often with the support of Artificial Intelligence (AI). This helps maintain the quality of customer interactions, even when requests peak.

To keep this process aligned with business needs, understanding consumer habits is vital to adjust strategies in real time with analytical tools, which map consumer preferences and anticipate trends. “With consumers seeking offers that reflect their specific needs, from sustainability to flexible payment options like BNPL, Buy Now/Pay Later (in Portuguese, buy now and pay later), personalization is high and should be on the radar of the customer service areas”, comments Rocha.

“This is because the goal is for technology to improve the customer experience without being perceived as a barrier, so personalization aligned with intuitive interfaces and database are essential for this”, he adds.

Another essential point is that companies have teams capable of not only operating the CRM system, but using the information available strategically to provide a more agile and personalized service.“Companies that invest in continuous training can meet the high demand more efficiently and maintain high levels of customer satisfaction”, concludes Rocha.