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Black Friday: price versus service

Black Friday (November 28) is coming up! Is your customer service team ready for the busiest online shopping day of the year? Traditionally, the day after US Thanksgiving has been a day for massive discounts in retail outlets. In recent years the trend has spread online and around the world.

Are you thinking of taking part? It’s tempting to focus just on turning over lots of stock, but the support you provide to first-time customers on those days will make a lasting impression.

Black Friday: come for the prices, stay for the service

Time after time, surveys have shown that potential buyers rate customer service as being more important than price. I’m not going to pretend that price isn’t important on Black Friday – nobody’s going to come running to buy from you just because you promise good customer service. But once you’ve snagged customers with your low prices, you have a much better chance of keeping them by backing up those great prices with stellar customer service.

My personal experience backs this up – on one occasion, trawling the net for the cheapest printer ink prices, I came across 123inkt.nl. I figured I had nothing to lose by giving them a go. My order arrived the next day and soon afterwards I received personal follow-up. Turns out I’m not the only one who’s been impressed by the great customer service. I couldn’t really tell you where I bought my ink in the past; I just shopped around for the lowest prices. Once you feel like a valued customer, you’ll remember the business and keep on returning.

Quality service remains long after price is forgotten

Of course, the opposite also holds true – you could attract customers with your low prices and subsequently make such a bad impression on them that they vow never to buy from you again. While the adrenaline rush from clicking ‘purchase’ on that great Black Friday bargain is fleeting, dealing with issues caused by potentially defective or not-as-ordered items can take weeks. And that’s the part that the customer will remember.

Prices are transparent, but poor service is hard to spot before clicking that purchase button. That’s why it’s important to be clear about your service standards up front – and then stick to them. Otherwise your customers may well end up being very unsatisfied indeed, and sharing their dissatisfaction with their friends. Experts say that unhappy customers tell up to twice as many people about their experience as happy ones do. And if they write an online review about your company’s bad service on top of that, you could find yourself losing a lot more on Black Friday or Cyber Monday than what lowering your prices will cost you.

So remember: the online retail craziness is more than just an opportunity to increase turnover. It’s a chance to win over new customers for the longer term. It’s important to plan your online offering carefully, but be sure to take some time to work on your customer service strategy for Black Friday. With the right approach, you’ll be reaping the benefits all year round.