Retail surgery: As Christmas approaches, how can we support the short-term increase in enquiries from customers?

While maintaining the website will be at the front of most retailers’ minds for the festive season, it is crucial that the supporting customer service operation is not overlooked.

Philip Michell, consulting director at customer management outsourcer Vertex, says it is important to remember that success comes from being prepared. “Peak trading is no time to be changing the customer experience. Maintaining expectations is critical,” he says.

He recommends having a clear and thought-through plan and perhaps partnering with an established expert to draw on their resources.

Be sure, he adds, that agents are using their time effectively, so all calls get answered during peak periods and emails are responded to when it is less busy. Also, engage your frontline agents and question what is driving customer enquiries. Can you eradicate unnecessary work by simplifying a process or can you ‘push’ information that renders the enquiry obsolete? Michell advises that an investment in expert knowledge management systems, supporting agents and customers (through self-service), may provide an accelerated return during the period.

Can you rent this additional capability during the period in a flexible way that doesn’t hit your capital expenditure?

Handling the increase through an existing, trusted partnership, rather than establishing a transient one that might only last weeks will in most cases be more successful.