Customer Service

7 steps retail leaders can take to protect customer experience during peak seasons

Peak shopping periods test operational resilience — but they also create major opportunities.

Photo: Generated by AI. Adobe Stock.

December 26, 2025 by Nataliia Onyshkevych — CEO, EverHelp

Every business faces seasonal spikes — from holidays and sales to special events — that put pressure on both sales systems and support teams. And while peak activity can bring record revenue opportunities, the success depends greatly on how well companies can maintain a high-quality customer experience.

Here are seven actionable steps to ensure your business is prepared for any surge in demand.

1. Forecast customer volume before it hits

Peak periods lead to an increase in orders and tickets. Use your last 2-3 years of data and this year's promo plan to forecast demand and plan the workload accordingly. For many businesses, expanding an in-house team just to cover seasonal spikes isn't cost-effective. Instead, consider a hybrid approach: use AI tools to manage additional volume and build a "rescue team" from employees willing to take on extra hours during peak days.

If internal capacity is still limited, short-term extensions through trusted outsourcing partners can provide flexibility without long-term commitments. The goal is to stay responsive under pressure while keeping your costs under control.

2. Update your knowledge base

Clarity prevents errors and keeps support consistent under pressure. Take time to refresh your knowledge base and prepare flexible templates for the most common scenarios, such as:

1. Voucher or promo-code issues.
2. Order-tracking questions.
3. Shipping delays and partial shipments.
4. Refunds and returns.
5. Product availability inquiries.

Define tone-of-voice rules, formatting standards, and clear escalation paths for repeat or complex requests. Keep templates brief and practical — structured enough to guide your team, but flexible enough for them to sound human and stay true to your brand.

3. Equip agents with internal tools and command center

In addition to a well-structured knowledge base, provide agents with real-time internal context for peak periods. Create a simple "command center" — even a shared doc or workspace — where they can quickly access campaign-specific details, policy updates, temporary exceptions, discount rules, and escalation contacts. Include short guidance on decision limits (e.g., when to offer a credit or upgrade shipping) and a running log for any live changes. This way, the team has everything they need to respond confidently and adapt to peak-season changes.

4. Stress-test processes and systems

Simulate high-demand conditions across your support and commerce stack:

• Test live chat and CRM performance.
• Load-test the checkout flow.
• Verify key integrations (payments, logistics, ERP).
• Confirm fallback scenarios (e.g., what happens if systems slow down or go offline?).

The goal is to identify bottlenecks early so that when customer volume spikes, both your infrastructure and support team can withstand the pressure.

5. Automate to let your team focus on what's important

Automation removes repetitive tasks so customer care agents can focus on handling complex cases. Consider the following to streamline your support processes:

CRM workflows. Automate post-purchase messages, abandoned cart nudges, voucher reminders, and intent-based routing so requests reach the right agent quickly.

AI tools. Prioritize high-impact requests and automate first-line responses to cover routine questions. If you're not ready for fully automated handling, use AI in a co-pilot format — it will generate draft responses that your agents can review and personalize. This speeds up work without sacrificing quality.

Chatbots. Use chatbots to manage common questions (order status, returns, voucher issues) with seamless handoffs to human agents. This cuts wait times while ensuring complex cases receive the right attention.

6. Ensure omnichannel coverage

A survey of 3,180 global shoppers shows that 71.7% expect omnichannel communication. When businesses meet their customers across channels, the chances of complete purchases and long-term loyalty increase.

During peak shopping periods, customers move between multiple touch points — from live chat to social media — and expect the same seamless experience across them all. An effective omnichannel support strategy ensures that no matter which platform your clients choose, they receive consistent, quick, and personalized assistance.

7. Set up proactive communication

Share clear information up front and publish temporary support SLAs for high-demand periods. Include key sale details, such as launch time, main offers, and delivery estimates. Let customers know what to expect from support: working hours, available channels, first-response targets, and any exceptions. Use chatbots to answer common questions instantly and guide users through checkout when needed.

Teams that publish clear temporary SLAs and automate the top 10 contact reasons before the sale see fewer escalations, faster first responses, and — crucially — more trust when something does go wrong.

Peak shopping periods test operational resilience — but they also create major opportunities. Businesses that invest in strong support and structured communication can scale demand without sacrificing customer experience. With systems and support functions prepared in advance, companies turn seasonal volume into long-term loyalty and sustained revenue.

About Nataliia Onyshkevych

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