How to Prepare Your eCommerce Customer Service Team for Peak Season

Ramping-up for the peak holiday season can present some daunting challenges for online retailers. Especially when it comes to providing excellent eCommerce customer service.

We’ll be running through some of the steps to follow to ensure a successful holiday season. And we’ll also outline how contact centre outsourcing can plug any gaps in your customer service provision while also boosting satisfaction levels.

To begin, it’s important to recognise when spikes are likely to occur and how peak shopping trends can impact upon customer service levels.

UK consumers are the biggest spenders in Europe throughout the Christmas shopping period and this surge in online orders will often lead to a sharp uptick in customer enquiries.

Without adequate preparation, in-house teams can become overstretched, leading to a negative impact on customer satisfaction.

However, with the right steps in place you can sail through peak and provide an exceptional experience that will enhance loyalty and revenue.

Key Online Shopping Dates Throughout Peak Season

The traditional end-of-year peak holiday season runs from November until January. A selection of key dates shape UK consumer behaviour, which provides a certain level of predictability for multichannel customer service teams.

However, with the more recent introduction of global events such as Singles Day, Black Friday and Cyber Monday, the peak period has become longer and more challenging.

Here’s a summary of the key dates and how they influence shopping habits:

Singles Day

Originating in China, Singles Day takes place on 11 November every year. The tradition began in 1993 as a celebration of singledom and has grown into a global shopping event where singles are encouraged to indulge in some retail therapy. While it’s not as prominent as other holidays, the value of Singles Day sales in the UK rose from £1.1bn in 2018 to a forecasted £1.97bn in 2022.

Black Friday

Held in the fourth week of November following the U.S Thanksgiving celebration, Black Friday is now a worldwide phenomenon. UK spending on Black Friday is expected to reach £3.8bn in 2024, an £800m increase on the previous year’s expectation.

Cyber Monday

Also taking place post-Thanksgiving is Cyber Monday, a promotional event that was created by retailers to boost online sales. It provides another opportunity for pre-Christmas bargain hunters to take advantage of great deals and discounts.

Weekend Before Christmas

The run-up to Christmas is often one of the most frenetic periods for both consumers and online retailers. Last minute buyers are eager to ensure that their orders will be fulfilled and delivered before Christmas Day, which can create additional stress. Therefore, it’s vital your call handling service and other channels can cope with extra demand and provide a human and empathetic response.  

Boxing Day

The traditional Boxing Day sales have been a staple of the UK high street for decades. But rather than attempt to beat the crowds, many consumers now prefer to go bargain hunting from the comfort of their own home. Online retailers have responded by bringing forward their discounting to the evening before, with many extending their Boxing Day sales into a “Boxing Week’ between Christmas Day and New Year’s Eve.

January Sales

The early part of the year is an extension of the holiday sales period as eCommerce brands typically discount older products and refresh their inventories. The ‘January Sales’ may start in late December but demand for discounts remains high into the new year.

Typical Customer Service Challenges During Peak

In preparing for peak season, here are some of the typical challenges to look out for:

Increased Volume of Enquiries

Expect a surge in customer enquiries across various channels (phone, email, chat, social media). This can be overwhelming for your customer service team if you do not have adequate and flexible staffing, or access to efficient omnichannel tools and self-service options.

Issues with Order Fulfilment

Delayed shipments, stockouts, and shipping errors can lead to frustrated customers and an increase in complaints. However, taking steps to improve visibility and provide timely order updates can at least help to manage customer expectations should you encounter issues with eCommerce fulfilment.

Meeting Diverse Customer Expectations

There will be a mixture of personas within your customer base. Each will have its own needs and expectations and it’s important to understand what these are and adapt accordingly. While some may prefer to find answers using FAQs or use automated methods for contacting you, others might demand human contact with a call centre.

Negative Customer Sentiment

Poor customer reviews and complaints about your eCommerce business can surface across multiple touchpoints. This spread of negative customer sentiment can be contagious and damaging if not dealt with properly. Monitor social media and review platforms and ensure you’re investigating and responding to each query. Being visible in public is critical here.

Lack of Cross-Functional Alignment

Promotions are an essential part of an online retailer’s peak season toolkit. But you need to ensure that from marketing through to operations and customer service, each team is aligned on your communication plans. Close collaboration will enable you to be more proactive and ensure customer service agents are empowered with the relevant knowledge to resolve any conflicts.  

5 Tips for Preparing for Peak Season

Preparing for peak is essential for creating a smoother customer experience during a period of high demand.

Yet many UK businesses are struggling to get to grips with consumer expectations.  

To highlight this issue, the UK Customer Satisfaction Index (UKCSI) is at its lowest level since 2010. Meanwhile, the time and money spent dealing with service failings amounts to a £6.8bn monthly hit to the British economy.

Want to buck this trend and turn your customers into loyal brand advocates?

Follow these five tips to get ahead of the competition during the peak season:

1. Forecast Demand

• Lean on Historical Data: Analyse past sales data to identify trends and anticipate spikes in customer service activity.
• Consider External Factors: Account for the impact of seasonal trends and bespoke promotions. Inform your customer service teams of planned campaigns so that they’re prepared for incoming enquiries.  
• Utilise Forecasting Tools: Employ advanced forecasting tools to generate accurate predictions.

2. Implement Flexible Scheduling

• Adaptable Shift Patterns: Create flexible shift patterns to accommodate increased demand without overworking staff. 
• Offer Overtime Options: Provide incentives for employees to work overtime during peak periods.
• Consider Remote Work: Explore remote work options to boost capacity and flexibility.

3. Real-Time Monitoring

• Track Key Metrics: Monitor key metrics throughout peak season. These include call volume, first contact resolution, average response time, average handling time, and customer satisfaction.
• Adjust Staffing Levels: Use real-time data to adjust staffing levels as needed. Build in resilience and flexibility to your customer service function.
• Proactive Issue Resolution: Identify and address potential issues before they escalate.

4. Streamline Communication

• Integrate Channels: Ensure seamless communication across all channels, including phone, email, chat, and social media.
• Consistent Messaging: Don’t forget the benefits of scripting for the customer experience. Develop scripts and train agents to deliver consistent messaging and resolve issues efficiently.
• Customer Journey Mapping: Map out the customer journey to identify pain points and optimise the experience.

5. Scalable Solutions

• Cloud-Based Solutions: Consider cloud-based contact centre solutions that can easily scale to meet fluctuating demand.
• AI-Powered Tools: Utilise AI-powered tools like chatbots and virtual assistants to automate routine tasks.
• Outsourcing Strategies: Explore contact centre outsourcing to supplement your in-house team during peak periods.

How Whistl Can Help You Deliver Excellent eCommerce Customer Service

We provide human and empathetic customer service in every channel. Through single, multichannel or omnichannel solutions, our outsourced customer support operates as an extension of your team and brand.

Here’s some of the ways we can help your eCommerce business deliver for its customers during the peak season:

Overflow call handling: We have two UK-based call centres ready to handle any overflow call handling, ensuring seamless support during busy periods.

Staffing Flexibility: Our flexible options include a pay-per-minute Bureau Call Centre service for businesses dealing with fewer than 50 calls a day. Alternatively, we provide tailored and dedicated solutions across multiple channels.

Fully Trained, Always Ready: Our agents are proficient in Zendesk, Freshdesk, Gorgias, and other key platforms, ensuring they are ready and effective from day one.

Extended Hours: Operating seven days a week from 8am until 8pm, we handle peak times and out-of-hours queries, so you don’t have to.

Script Handling: We manage and create call, ticket, and email scripts to provide consistent and effective communication.

Our Contact Solutions team are experts in raising customer service levels. But they’ve also provided businesses such as Swoon Editions with the space and scope to launch new initiatives. We even offer outbound call centre support services to help you maximise returns on your peak campaigns.

Need a reliable partner for peak? Get in touch to discover how we can rapidly implement a solution designed to meet your requirements.