Preparing for the Post-Holiday Customer Service Rush
As the holiday season approaches, retailers around the world are bracing themselves for the inevitable influx of customer complaints and returns. In Spain, for example, nearly 70% of consumers receive unwanted gifts that they either return or resell, leading to a surge in customer service requests.
The Importance of Omnichannel Customer Service
To effectively manage this increased demand, companies must prioritize omnichannel customer service. According to the 1st Foundever CX Trends Observatory, 16% of Spanish consumers value the ability to interact with a company through multiple channels. This allows customers to choose the channel that best suits their needs, whether it’s phone, email, WhatsApp, or live chat.
Channel Preferences Vary by Age
Interestingly, the preferred channels for customer service vary significantly depending on age. While older consumers tend to prefer traditional channels like phone and email, younger consumers are more likely to opt for WhatsApp or social media. For example, 44.3% of 18-29-year-olds prefer WhatsApp, compared to just 2.8% of 30-59-year-olds and 1.6% of those aged 60 or over.
Personalization is Key
Effective customer service is crucial for generating satisfaction and loyalty. In the post-holiday context, with the increase in inquiries and returns, it’s more important than ever to offer a personalized experience that meets the customer’s needs. By adapting channels and attention to the target audience, companies can ensure success.
Expert Insights
Luis Loiza, Digital Business Director EMEA at Foundever Spain, emphasizes the importance of omnichannel customer service. “Effective, agile, close, and personalized customer service is crucial to generating satisfaction and loyalty. In the post-Christmas context, with the increase in inquiries and returns, it is more important than ever to offer an experience that lives up to it. Omnichannel plays a fundamental role in this personalization, allowing each customer to choose the channel that best suits their needs.”