After Black Friday starts the race against the clock to leave the online stores ready for the sales campaign par excellence, Christmas. If a brand is willing to make a minimum effort to position itself on its competitors, it is at this time when it will take place, because it is the time when brands receive a higher return , something that is reflected in the benefits.
For many businesses, this campaign accounts for the bulk of their annual sales, depending on the sector and its products. But brands should not forget the other side of every sale, especially if it is Online: claims.
In the Christmas Campaign, sales increase naturally, but brands increase their efforts adapting their websites with Christmas theme, sending specific emails for this campaign (and custom), creating ads in different media and platforms, etc. But in general, by focusing on attracting the customer and converting, they forget to take care of after-sales attention and especially claims.
Claims and customer service in the Christmas campaign
Regardless of the profile to which each consumer belongs, they usually have little time for their purchases. But at this time of year, your time is still more valuable, and therefore if you have any doubts about the product you are thinking of buying, you should solve it as soon as possible. Otherwise, in the best case the sale will not occur, at worst we will have lost the customer forever.
The claims also increase at the same time make sales. Basically, because buyers may buy something for themselves, but in general, their largest purchase volume is aimed at their relatives and / or friends. This implies that it is very likely that an item purchased to give away is not the right one and you want to exchange it for another.
Another of the great reasons that lead the consumer to a claim is the breach of expectations . Brands must be careful with the expectations they generate in the consumer. Avoiding at all costs create any kind of advertising that may be misleading or confusing. The main unsuccessful expectation that usually bothers the consumer is the delivery time. If the client expects to be delivered before December 24, it should be delivered before December 24.
How should ecommerce prepare for claims?
First, they must ensure that they have a customer support service with the ability to handle claims should they occur. And as we have just explained, it will surely happen. To do this, you must take advantage of all the communication channels that you can make available to consumers: telephone, live chat, email, social networks or “Clic to call”.
Any person in charge of addressing the doubts or claims of consumers must have the capacity to act , or at least have direct contact with those responsible who have the capacity to maneuver and decide. Or at least otherwise, authorize it to provide discount coupons, free returns, etc. that allow him to appease a dissatisfied customer.
The next thing is to make sure that delivery times are going to be met . Alerting consumers of a deadline for their orders to arrive on time is a very good idea. We can make this communication by email, on the website itself or through social networks.
It is also convenient that we review the “Return and claim policies” of the store and that they are clearly visible and accessible to all consumers.
In short, in the Christmas campaign, any online store should be as efficient in its after-sales services as it is in its promotional campaigns. This fact is a great point in favor of brands in the way of customer loyalty.
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