Retail Customer Care

Research

Seasonality and Retail Customer Care

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How Customers Fared During the Holiday Season -- and What They Want You to Know

The spirit of giving seems to grow each holiday season. And with that, so does the holiday shopping madness. As outreach increases, retailers often need to double or even triple the support in their contact centers during this period to meet demand.

The fine print here, however, is that there are considerable costs associated with hiring and training temporary brand ambassadors, and significant planning time required that begins well before the season.How are these efforts rewarded? Are customers happier with the service? Is the typical service experience similar, or actually worse than usual? Does wait time decrease? For retail customers, it’s important to analyze whether the caliber of care they are accustomed to receiving from their favorite retailer stays consistent during the busy holiday season.

To find the answers to these questions, Interactions fielded a survey to see how consumers fared during the 2017 holiday season when it came to retail customer care. The survey looked specifically at customer interactions with customer care representatives outside of the brick-and-mortar retail space, including over the phone, website, and chat.

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Kate O'Connell

About the Author

Kate O'Connell

Kate is a field marketing manager at Interactions with a focus on the retail and technology verticals. She has held various positions in both the corporate and non-profits sectors including marketing communications, integrated communications, and events management.