Black Friday has established itself as a significant movement for the economy in Brazil. This year, 39% of Brazilians want to take advantage of the offers and 50% start researching one month or more in advance, according to the "Consumption Panorama – Black Friday 2024" survey. In this scenario, advance planning is essential and should include strategies and tools for effective customer service.
During this period, in addition to offers, consumers seek quick answers and service that solves problems without complications. "Customer service directly impacts consumer satisfaction. For this, tools like chatbots and CRM (Customer Relationship Management) systems are essential to manage the volume of interactions and personalize service," explains Rudnei Rocha, Operations Director of SIS Innov & Tech, a company specializing in technological intelligence in innovation and digital transformation.
The CRM provides a complete view of the customer's history and enables the offering of promotions and communications aligned with each individual's interests. During periods of high demand, this means that each contact can be more targeted, efficient, and consequently more satisfying, increasing the chances of generating more sales and customer loyalty.
Rocha explains that technology scales capacity and demand proportionally, often with the support of Artificial Intelligence (AI). This helps maintain the quality of interactions with customers, even when requests reach their peak.
To keep this process aligned with business needs, understanding consumption habits is vital to adjust strategies in real time with analytical tools that 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, personalization is high and should be on the customer service departments' radar," comments Rocha.
“This is because the objective is for technology to improve the customer experience without being perceived as a barrier, so personalization aligned with intuitive interfaces and databases are essential for this”, he adds.
Another essential point is that companies have trained teams not only to operate the CRM system but also to use the available information strategically to provide faster and more personalized service. "Companies that invest in continuous training are able to meet high demand more efficiently and maintain high levels of customer satisfaction," concludes Rocha.
