A promotion calendar is not a support plan. Before BFCM, turn the questions your store can predict into reviewed answers, define the cases that need a person and rehearse the handoff while the queue is still quiet.
Review a comparable sale period or the latest four weeks. Count questions by category, channel and outcome—not just total volume. Separate product and promotion questions, WISMO, address changes, cancellations, returns, payment problems and cases that reopened.
Make offer dates, exclusions, delivery expectations, return conditions and product facts consistent across the storefront, campaign messages and support answers. Shopify Inbox supports instant answers and quick replies, but every published answer still needs a current source and a named owner.
Automate facts; escalate decisions. Refund approval, suspected fraud, duplicate charges, privacy, a parcel marked delivered but missing, sensitive address changes and commitments outside policy require a person with authority and a recorded decision.
Test the twenty questions most likely to arrive, including five edge cases and five prompts that must hand off. Measure accuracy, unresolved conversations, reopenings and escalation quality alongside speed. Freeze unreviewed automation changes during the live peak.
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