Success on CyberMonday doesn’t just depend on the deals or technology; the team behind the scenes is crucial to achieving the best results. This topic was addressed during the webinar presented by ChatCenter and Seeds in September. Here, we share everything you need to structure an efficient, prepared, and agile team for this event.
CyberMonday, like any major e-commerce event, requires meticulous and early planning. While it may seem like it’s all about discounts and generated traffic, the human factor is essential to manage high demand, unforeseen issues, and real-time strategic decisions.
According to Patricia Jebsen, former president of CACE, co-creator of CyberMonday in Argentina, and advisor for ChatCenter, “the success of the event depends as much on technology as on the team behind it” (YouTube, 2024).
The importance of having a prepared team for CyberMonday
During an event like CyberMonday, flexibility and quick response are essential. Juan Ignacio Grillo, Talent Manager at Seeds, mentioned in a recent webinar that the ideal team for CyberMonday is one composed of validated and specialized talent, capable of acting swiftly in response to any changes in the event’s dynamics (YouTube, 2024).
One of the biggest challenges is acquiring high-quality talent that can integrate quickly and efficiently into the project. Grillo suggests working with on-demand talent platforms like Seeds, which allow you to bring in specialists who have already undergone a rigorous selection process. “In an event like CyberMonday, where every minute counts, there’s no time for extended training; you need professionals who know how to act from day one,” he states.
Jebsen also points out that a team goes through various stages in its evolution, starting as a basic workgroup. In this phase, people work together but individually, without clear goals or a common purpose. Then, they may form a pseudo-team, where some collaboration begins but without achieving true cohesion or collective focus. Both stages lack the necessary clarity to function as an efficient team.
As the team progresses, it can transform into a team with potential, where goals are defined and leaders clearly communicate objectives. Team members start to collaborate more effectively, with better alignment toward shared goals. However, they are still in the process of consolidating into a fully cohesive team. This is an intermediate stage toward becoming a truly efficient team.
Finally, Jebsen describes the high-performance team, or “Team R,” as the ideal to strive for. At this stage, members are not only fully aligned with the team’s goals but also support each other in achieving them. These teams are highly productive, positive, and committed to mutual success, willing to do whatever it takes to achieve the expected results.
Source: Webinar How to Build the Best Team for the Next CyberMonday (YouTube, 2024).
What are the key roles to fill for CyberMonday?
Team structure is another fundamental aspect. For large-scale events, it’s crucial to divide the team into clear and well-defined roles. Some of the key roles include:
- Project Leader: Responsible for overall supervision and quick decision-making.
- Data Specialist: To monitor real-time sales, traffic, and performance.
- Customer Service Team: In charge of resolving users’ issues in real-time.
- Technology Specialists: To handle any technical problems that may arise.
- Digital Marketing Team: Responsible for campaigns, promotions, and real-time competitor analysis.
Success Case: Carrefour
Let’s look at a success case to empirically visualize how good team preparation optimizes e-commerce processes. This is what happened during the last CyberMonday at Carrefour, which relied on Seeds to tackle this challenge:
Source: Webinar How to Build the Best Team for the Next CyberMonday (YouTube, 2024).
They brought in specialized talent in data analysis and e-commerce, which allowed them to regain control of key information and avoid million-dollar losses. In just six months, this team managed to optimize performance and improve financial results.
The 6 Keys to Preparing Your Team for CyberMonday
Preparation doesn’t just involve technical planning but also the training of the human team. On this topic, María Cabrera states that “the first few hours of the event are critical because they allow you to quickly identify and correct errors,” and she offers several recommendations to follow for this type of event:
- Early planning The key to success on CyberMonday lies in planning. Start preparing the team at least two months in advance by defining roles and responsibilities, sales objectives, and the necessary resources to face the event. Solid planning reduces errors and improves efficiency.
- Specific training Take the time to train the team in the tools they will use, available promotions, shipping policies, and customer service solutions. It’s crucial that everyone knows the details of the offers and can quickly and accurately respond to customer questions or issues.
- Use of technology and automation Leverage platforms like Chat Center, which integrate artificial intelligence and automation for customer service and cart recovery. Technology allows you to handle large volumes of interactions, optimizing response times and increasing sales conversions.
- Constant monitoring and real-time adjustments During CyberMonday, the team must be prepared to make immediate adjustments based on real-time data. Monitor offer performance, detect technical problems, and make quick decisions to maximize sales and customer satisfaction.
- Smooth internal communication Promote open and constant communication among team members. Everyone should be aware of the event’s goals, changes, and key decisions. Efficient coordination between marketing, sales, technology, and customer service is essential for good performance.
- Post-event evaluation After CyberMonday, organize evaluation meetings to analyze what worked and what can be improved for the next edition. Collect key data and learnings, and take advantage of the generated traffic for future remarketing strategies.
How to calculate the number of sellers needed for CyberMonday?
It is essential to calculate the right number of sellers for CyberMonday since this strategic decision helps ensure efficient customer service, avoiding both team overload and lost sales opportunities.
One aspect to define is the necessary number of agents based on the average conversation handling time. In WhatsApp strategies, each seller can manage several conversations simultaneously. According to María Cabrera, Account Manager at Chat Center, one seller can handle between five and seven conversations at a time within an hour. This data is key to estimating how many sellers will be needed based on the expected traffic volume.
In the webinar, the expert shared the following table to illustrate her comments:
Source: Webinar How to Build the Best Team for the Next CyberMonday (YouTube, 2024).
Predicting the volume of interactions the team will receive during the event is the next step. This can be done by reviewing historical traffic data from previous events or calculating the impact of active campaigns, such as Meta ads with a click-to-chat option or Google Ads campaigns redirecting to WhatsApp.
During CyberMonday, traffic may increase significantly, so it’s crucial to adjust the seller calculation to cope with the higher demand.
Another aspect influencing planning is the event’s duration and the need to establish rotating shifts. CyberMonday usually generates traffic throughout the day, and in many cases, María Cabrera suggests covering hours from 8 a.m. to 2 a.m. Depending on the expected traffic volume, 24/7 customer service may also be necessary, requiring proper shift planning to always have enough staff available.
Conversion capacity is another factor to consider since the customer conversion rate during these events may be higher than on normal days, possibly requiring more sellers to close more sales.
Likewise, analyzing how many sales each seller managed during those days of high traffic allows for adjusting the numbers to cover the expected increase during CyberMonday. This way, you can anticipate whether you need to double or even triple the sales team.
Patricia Jebsen recommends keeping a detailed record of the event’s successes and failures, which will help improve planning for the next edition.
Additionally, the traffic generated during CyberMonday should not be wasted. María Cabrera suggests using remarketing tools to re-engage with users who didn’t make a purchase, taking advantage of the databases captured during the event.
Tools and Resources Needed for CyberMonday
Besides the human team, it’s vital to have the right tools to automate certain processes. María Cabrera, Account Manager at ChatCenter, highlights that “during these events, integrating tools like WhatsApp for e-commerce and artificial intelligence for abandoned cart automation can increase conversions by up to 30%” (YouTube, 2024).
ChatCenter, for instance, offers a platform that combines human agents with automation, allowing personalized and efficient service during traffic peaks, such as CyberMonday.
It’s clear that the success of an event like CyberMonday isn’t limited to offers or technology. Now you know that a well-structured, agile, and trained team is essential to maximize sales opportunities and avoid losses.
If you want to ensure your team is fully prepared to handle the high demand of CyberMonday, follow the advice we’ve shared.
At Chat Center, we offer the perfect solution with a team of trained chatters ready to help you close more sales and provide quality service to your customers.
Contact us now and maximize your success in the next CyberMonday.
