How Peak Design Transformed Customer Service with a Dedicated, Culture-Matched Team

Peak Design makes professional-grade camera accessories and outdoor gear for a passionate global community of photographers. Its products reach customers around the world through its own online store and retail partners, and the customer experience is an important part of how the brand builds lasting relationships with that community. As demand increased, customer service needed more people and broader coverage across time zones.

Until then, Peak Design had handled customer service entirely in-house in San Francisco. Space at HQ was limited and extremely expensive, while customer service roles were difficult to fill locally. Continually hiring at HQ also meant bringing in new faces and risking a sense of impermanence within the team. Peak Design needed more capacity without losing the service standards, customer-first ethos, and culture that defined its brand.

After evaluating several business operations partners, Peak Design chose Booth because of its strong cultural fit. The partnership began with a managed model led by a team leader and senior associates. As Peak Design's needs evolved, the arrangement shifted to give its leadership more flexibility and direct control over the team.

Booth brought the infrastructure to support the team:

• Culture-led hiring: Booth identified candidates who fit Peak Design's values and customer-first approach, consistently bringing forward strong people for each hiring round.
  
  
• Brand-specific training: the team learned to deliver customer experiences that reflect Peak Design's own standards, tone, and expectations.
  
  
• Quality built into the work: structured QA and real-time performance monitoring helped keep service quality consistent as the team expanded.
  
  
• Clear performance reporting: detailed dashboards gave Peak Design visibility into team performance and service delivery.
  
  
• A flexible operating model: Booth adapted the team's structure as the partnership evolved and managed its transition to fully remote work across multiple time zones, as an extension of Peak Design's San Francisco HQ.

Peak Design now has the capacity to support a growing global customer base without continually recruiting for customer service roles at its San Francisco HQ. Its customers have more ways to get help, while the company retains the service standards and culture that make the brand distinctive.

The partnership has delivered:

• Room to expand. Peak Design can increase customer service capacity without relying on continual hiring at its San Francisco HQ.
  
  
• Broader customer access. The team supports customers across email, live chat, SMS, and social media.
  
  
• Consistent service standards. Training and ongoing quality checks help the team deliver the level of customer care Peak Design expects.
  
  
• Better performance visibility. Detailed dashboards and reporting give Peak Design a clearer view of how its customer service operation is performing.
  
  
• A natural cultural fit. Team members are welcomed as part of Peak Design's own operation, with visiting employees recognizing the familiarity they share with colleagues in San Francisco.

Peak Design started with customer service handled entirely at its San Francisco HQ. Booth helped build an operation that carries the brand's culture, supports customers across four channels, and gives the company more room to focus on designing products. For consumer brands with passionate customer communities, the right people and a consistent customer experience make it possible to extend the brand well beyond the product itself.