Black Friday is one of the most anticipated days of the year for shoppers and businesses alike—and it’s a logistical challenge for brands. In Spain, Black Friday has gained significant traction in recent years, with continuous sales growth in both physical and online stores. According to a PwC report, the average spend per person during Black Friday in 2023 was 300 euros, reflecting the boom in consumer spending during the days leading up to Christmas. This surge in demand doesn’t just mean more purchases; it also leads to a significant increase in interactions and inquiries that support teams need to manage.
With this in mind, proactive support is essential. It’s about anticipating customer needs and answering questions before they ask them. This not only improves the customer experience, but also allows support teams to handle the influx of inquiries more efficiently and address issues in advance. During fast-paced shopping events like Black Friday, where consumers expect instant responses and quick solutions, proactive support makes a big difference. It helps reduce frustration, optimize team time, and strengthen customer relationships.
Benefits of proactive support for Black Friday
Nothing is more frustrating than having to search for information when you’re ready to make a purchase. Proactive support makes the customer feel like you already know exactly what they need, earning the brand points as the customer feels attended to without having to ask.
1. Reduction of repetitive inquiries and optimization of support team time
During peak seasons, the most frequently asked questions tend to repeat over and over again. With a proactive approach, you can address these questions before customers even ask. For example, sending reminders about return policies or shipping times. This lightens the load on the support team, allowing them to focus on more complex or urgent cases.
2. Better management of demand spikes
Black Friday lasts only for a limited time, which results in demand spikes that can overwhelm support channels. Proactive support helps filter out simpler inquiries before they arrive, assisting in managing the volume of interactions more effectively, and ensures customers receive quality attention when they need it most.
3. Strengthening customer relationships
When a customer receives the information they need without having to ask, it creates a sense of trust and comfort. This type of attention shows that the brand is committed to providing an exceptional experience. Proactive support not only resolves doubts instantly but also builds a stronger, long-term relationship with the customer, increasing the likelihood that they’ll return for future purchases.
4. Increased conversions and sales
Keeping customers informed and alleviating their concerns before they become obstacles directly contributes to increasing conversions. Customers who receive quick and clear answers to their concerns are more likely to complete their purchases. Additionally, proactive support, such as reminders about limited stock, can also create a sense of urgency, encouraging consumers not to miss out.
5. Improved brand reputation
A customer who experiences great service feels valued and attended to. This, in the long run, strengthens the brand’s reputation, especially during major events with Christmas just around the corner. Customers who perceive that a company cares about providing them with the best experience are more likely to recommend it to others, amplifying visibility and credibility in the market.
6. Reduction of post-purchase workload
Post-purchase issues, such as questions about shipping, returns, or exchanges, can create a heavy burden on support teams. With proactive support, you can address these concerns before they arise by sending follow-up messages about order status, delivery estimates, and other relevant details. This reduces the number of post-purchase inquiries, allowing the support team to focus on more urgent or exceptional matters.
WhatsApp as a key channel for support on Black Friday
WhatsApp has become one of the most effective channels for offering proactive support, especially during Black Friday, when speed and personalization are key. This channel allows businesses to interact with customers immediately and directly, providing quick and relevant answers that improve the shopping experience. By managing one-on-one interactions, WhatsApp lets brands anticipate customer needs, resolving doubts before they become problems. By offering more efficient service, brands can improve customer satisfaction, optimize the performance of their support teams, and increase sales conversions.
Some examples of WhatsApp use for proactive support
Quick resolution of questions and personalized assistance:
During high-demand events, customers often have questions about products, prices, availability, or delivery conditions. WhatsApp allows these inquiries to be resolved immediately, offering a personalized service experience without the delays typical of overloaded phone lines or emails that may take hours to respond.
The immediacy of the channel allows agents to interact directly with customers, offering quick and accurate answers in real-time. Moreover, since the channel is so accessible, customers can communicate from the comfort of their mobile devices, making the shopping experience smoother and more efficient, while also reducing the strain on other, more traditional support channels.
Notifications about product availability and popular items:
WhatsApp allows businesses to send personalized alerts when popular products are about to sell out, based on customer interests or past purchase history. This generates a sense of urgency, which can increase the conversion rate. For example, a tech store could notify customers interested in Apple products: “Last units of the iPhone 15 available!”
These automated notifications optimize response time and ensure that the message reaches the right customer at the right time, but most importantly, they personalize the shopping experience. By avoiding irrelevant messages to customers who are not interested, notification saturation is minimized, and sales opportunities are maximized by focusing only on the most relevant products and customers. This increases conversion chances by fostering direct and focused interactions.
Real-time technical support:
WhatsApp is an incredibly useful tool for tech brands that need to offer immediate technical support. If a customer is having trouble setting up a device or using a specific feature, the channel allows quick and efficient problem resolution. By exchanging messages, photos, or videos, support agents can guide the customer step by step to resolve the issue without having the customer wait too long.
For example, if a customer is struggling to set up a printer, the agent can send screenshots, video tutorials, or even make a quick voice call to ensure the installation is completed without issues. This quality support not only saves time for the customers but also boosts their satisfaction by solving their problems quickly and without complications.
Personalized updates based on purchase history:
WhatsApp can also be used to offer personalized service based on the customer’s buying behavior or the pages they browse on a platform. If a customer showed interest in a product but did not complete the purchase, WhatsApp could send a message like: “Your favorite item is waiting for you! Complete your purchase before it sells out.”
Furthermore, this type of engagement can be automated so that based on the customer’s action (or inaction), messages are sent in a staggered manner or based on certain triggers, such as the time elapsed since the customer abandoned their cart or the limited availability of products. If the customer shows interest, a live agent can take over.
Quick surveys to gather feedback:
Collecting feedback from customers after a purchase is crucial for improving service. WhatsApp allows businesses to send brief, easy-to-complete surveys with response buttons, making the interaction easy and increasing the response rate. For example, after a purchase, a message like: “How was your experience with us today?” can be sent. Customers can quickly respond with options like: “Excellent,” “Good,” or “Needs Improvement.”
These CSAT (Customer Satisfaction) surveys provide valuable insights that can be used to adjust processes in preparation for upcoming high-demand periods, such as the Christmas campaign. By analyzing the responses, businesses can identify areas for improvement and optimize their strategy to handle the volume of interactions more effectively.
Last but not least: how WhatsApp campaigns seal the deal for Black Friday.
WhatsApp campaigns are a powerful tool for reaching many customers at once, all while keeping it personal. During high-traffic events like Black Friday, businesses can use WhatsApp to send mass, yet segmented, messages that feel personal and tailored to each customer. Whether it’s exclusive offers, limited-time discounts, or reminders about the best-selling items, these campaigns are designed to create a sense of urgency and drive sales.
The beauty of this feature lies in its ability to combine mass communication with the intimacy of a personal conversation. Customers can receive an alert about a hot deal and then respond directly, starting a conversation that’s easy and quick. This direct line to your customers can lead to more immediate action, fostering a sense of exclusivity. The ability to nurture these conversations in real-time, all while reaching many customers, turns WhatsApp into a key player in converting leads during high-demand moments.
By strategically planning a proactive service—whether for Black Friday or any other event—you can maximize your sales potential while offering customers a seamless, personal experience that boosts satisfaction and brand loyalty. Proactive communication not only increases conversions but also strengthens relationships that extend well beyond the shopping cart.
