Customer queries to retailers and logistics partners increased by over 47% in Black Friday boost

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 platform Gnatta.

Gnatta, which manages customer interactions for retailers including ASOS, AO and Missguided, saw a record number of customers contacting retailers to handle everything from from stock enquiries 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 year’s Black Friday was set to beat all records, with IMRG predicting that sales would be up 9% on 2016.

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