Customer queries increased by over 47% during Black Friday week, indicating record sales

27 November 2017 – Customer queries to retailers and logistics partners increased by over 47% in Black Friday week (Monday – Friday 24 November, vs same week in 2016), according to customer communication platformย Gnatta.ย 

Gnatta, which manages customer interactions for retailers including ASOS, AO and Missguided, saw a record number of customers contacting retailers to handle everything from stock inquiries to fashion advice.

Increasing numbers of these interactions happened across webchat (38%), a shift from last year when social media accounted for nearly 50% of all queries and webchat for 26%. Social media accounted for 37% of queries this year. This points to a shift towards faster resolution, as customers increasingly expect to receive an immediate response.

Initial estimates indicate that this yearโ€™s Black Friday was set to beat all records, with IMRG predicting that sales would be up 9% on 2016.

Gnattaโ€™s figures indicate that final sales tallies will be even higher as customer interactions have increased by 47% over last year.

[clickToTweet tweet=”โ€œThe way customers communicate with retailers is changing…'” quote=”โ€œThe way customers communicate with retailers is changing…'” theme=”style3″]

Jack Barmby, founder and CEO of Gnatta said: โ€œThe way customers communicate with retailers is changing. People expect an instant response on any channel. They want a retailer to know about previous conversations theyโ€™ve had, and to be able to connect the dots across channels. A good retailer will be able to deliver that. Great customer experience differentiates a brand. If youโ€™re going to sell more products, you need to be able to handle more customer queries, too.

“Retailers need to be ready to deal with customers seamlessly across multiple channels โ€“ phone, social media, messenger, webchat, email, the lot. โ€

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