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Black Friday: Turn your customer relationships into a growth engine

Black Friday is no longer won with discounts alone. It’s won through experiences. In a saturated market, turning customer relations into a real strategic weapon can transform every interaction into a sales opportunity.

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Black Friday has evolved beyond a storm of promotions. It’s now a key moment of truth for customer experience—where every interaction can influence loyalty, conversion, and even reputation.

As consumers face a mix of overstimulation and decision fatigue, one thing becomes clear: price is no longer the key differentiator. What truly matters is experience—and more precisely, the quality, speed, and emotion your customer service conveys.

The numbers back it up:

 

  • 74% of French consumers plan to shop during Black Friday
  • 43% will favor e-commerce
  • 68% have abandoned a shopping cart due to poor or unavailable customer service
 

In this context, your customer service center shouldn’t endure the rush, it should lead it.

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When customer relations become a competitive advantage

The goal is no longer to “handle peaks,” but to capitalize on moments of intent.

A customer hesitates between two sites. Prices are similar. Products identical.
What makes the difference?

  • An instant WhatsApp reply confirming limited stock availability
  • A chatbot that anticipates delivery-time questions before Christmas
  • An agent using purchase history to suggest a personalized complementary product
 

That’s where the magic happens. The best-performing brands don’t just solve problems—they create micro-moments of value that turn interactions into conversion drivers.

5 strategic levers to turn customer care into a conversion engine

1. From reactive to predictive: anticipate intelligently

Outages, stock-outs, payment bugs—they’re not inevitable. They’re predictable.
With predictive analytics and machine learning, leading CX teams forecast activity peaks by channel, region, or product.

  • Use historical data to model interaction volumes
  • Simulate crisis scenarios (e.g. server failure on D‑1)
  • Deploy on-demand teams through external partners
 

2. AI serving people—not replacing them

AI is everywhere. But customers don’t want to talk to machines—they want to save time without losing the human touch.
Well-used AI:

  • Routes requests to the right channel (chatbot for simple, human for complex)
  • Assists agents in real time with smart reply suggestions and empathy cues
  • Summarizes conversations to ensure smooth handovers
  • Detects emotional cues like frustration or urgency to prioritize cases
  • Keep humans where they add value: in purchases, complaints, and emotional interactions.
 

See how we supported Groupe Printemps.

3. Be omnipresent—especially on mobile

Black Friday happens on smartphones.

  • 82% of online purchases start on mobile
  • 60% of users browse from public spaces (transit, in-store, cafés)
 

Your customer service must be mobile-first, context-driven, and instant.

  • Integrate WhatsApp Business for priority responses and image sharing
  • Activate proactive in-cart chat support
  • Allow photo or video exchange for faster issue resolution
 

And don’t fear emotion—a well-placed GIF, emoji, or tone of warmth makes your brand memorable.

4. Turn your data into a strategic weapon

You already have what you need to win: your historical data.
Analyze last year’s peaks to:

  • Forecast staffing needs hour by hour
  • Identify the 20% of questions that make up 80% of interactions—and automate them
  • Map friction points (e.g. abandoned carts after payment failure) and fix them upstream
  • Personalize journeys—for instance, a customer who bought headphones gets alerted to earbud promotions
 

Machine learning now enables dynamic workload prediction across channels and resource optimization in real time.

5. Measure what really drives value

Forget traditional KPIs. During Black Friday, impact is the metric that counts.
Track:

  • First response time (<60 seconds on chat)
  • First contact resolution (>85%)
  • Impact on conversion—how many interactions led to a sale?
  • Abandonment reasons linked to service (e.g. “couldn’t reach support”)
  • Chatbot performance: resolution, escalation rate, post-chat CSAT

Customer experience beyond discounts

Black Friday is also a chance to show what your brand stands for. The most admired companies stand out not through promotions, but through purpose.

  • Cuyana donates an item to domestic violence charities per purchase
  • Zappos supports animal shelters
  • Patagonia encourages mindful consumption—buy only if needed
 

These brands don’t just sell—they tell stories. And in 2025, storytelling is worth more than price.

Turn your customer service into a major asset

Whether it’s Black Friday, the holiday season, or an unexpected surge, Armatis helps you handle critical volumes, adjust your resources, and maintain service excellence.

Join the market leaders who trust our multilingual, data-driven expertise.

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The choice is simple:

  • Struggle with the rush—overwhelmed teams, frustrated customers, missed opportunities
  • Or transform it into a strategic advantage—stronger loyalty, better sales, sustainable differentiation
 

The difference? Preparation, smart tools, and vision.

At Armatis, we stand by you through every peak season with customized solutions, proven retail expertise, and an approach entirely centered on the customer experience.

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This season can be stress-free

Don’t leave your team to face the year’s most strategic period alone. With Armatis, you get a turnkey solution: flexibility, multilingual capability, and guaranteed performance.

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Black Friday, holidays, sales, or unexpected peaks: Armatis helps you manage critical volumes, adapt your resources, and maintain customer quality.

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