Modern consumers shop on their own schedules—browsing products at midnight, comparing prices during their morning commute, and messaging brands late at night via social media.
Yet many retailers still limit customer service to rigid 9-to-5 hours, creating a clear mismatch between when customers need help and when support is available.
Even with AI chatbots designed to assist outside regular hours, customers often receive inadequate service that fail to resolve their issues.
This gap doesn’t just inconvenience shoppers; it erodes trust and customer loyalty.
But why hasn't this changed with all this new technology and consumer understanding? Hodny Benazzi, General Manager, International at CM.com, attributes it to outdated business mindsets.
The Persistence of Legacy Service Hours
Customer support hours have historically mirrored traditional office schedules—staff clock in at 9 a.m., handle inquiries during the day, and log off by 5 p.m.
But retail has evolved into an “always-on” commerce environment, and many companies have yet to adapt their support infrastructures accordingly.
As Benazzi notes,
“Retail isn’t just about in-store interactions anymore; it’s about delivering convenience around the clock.”
This outdated approach creates unnecessary friction, as customers shopping outside traditional hours can’t get immediate answers to simple questions, leading to lost sales.
Importantly, modern technology now makes extended or 24/7 customer support both viable and cost-effective.
Closing the Expectation Gap
Research reveals that 24/7 availability has become a baseline expectation, not a luxury. Benazzi shares that “40% of consumers now expect round-the-clock service,” and retailers offering it scored significantly higher on customer service indices.
