If you’ve read our previous blog posts, then you know Revenue Operations aligns customer successes with two other revenue drivers: marketing and sales. Teams can evolve the relationships they have with prospects and customers as they operate according to the revenue stream.
The trick to customer success is to maintain excitement throughout the customer lifecycle while keeping people engaged. When customer success is hard to achieve, then your strategy might need some sort of alignment.
Understanding Customer Experience
Like most shoppers, my experience as a customer dictates whether I will make a second purchase with a brand or even look their way in the future. Great CX is crucial for any organization that hopes to increase revenue—I hope I’m speaking for every organization that exists.
The main objective of a positive, influential CX strategy is to turn prospects into customers and those customers into happy fans that will have your brand’s back 24/7.
80% of organizations that prioritize customers have experienced an increase in revenue through CX. What these organizations have found is that customers have the power to build brand awareness.
The organization must first act as the backbone for every prospect and customer by offering unconditional support every step of the way.
But still, organizations are running into problems when they look to create a CX strategy that is customer eccentric and lacks alignment that a RevOps strategy can fulfill.
The Biggest CX Challenges Organizations Face
Organizations that have their customer success team siloed from their top-line are behind companies that have adopted Revenue Operations.
The downside of having the customer success team alone is that they can’t deliver an efficient CX strategy. Here are the most common challenges that customer success teams face without a RevOps strategy in place:
1. Little to no access to customer information
How well do you know your customers?
You may not be your customer's best friend, but with enough communication, you certainly have forged a genuine relationship and know enough to solve a problem they're looking for. How to understand a customer's needs is crucial since 76% of people expect organizations to deliver.
Unfortunately, it is difficult to implement a CX strategy that serves people when it isn’t grounded in data. Marketing and sales departments have data on the same customers that success teams are interacting with daily.
The problem is that there is no opportunity to create free-flowing data when customer success teams are left alone to fight their own battles.
When this occurs, the CX strategy is capable of standing on one limb but organizations still feel they’re missing key information that can have their strategy standing confidently on two.
2. Measuring CX improvements
One thing I find annoying is when my efforts in a relationship are making no difference—or at least when I can’t tell whether my efforts have made an impact on the relationship.
Maybe I’m the only one. Still, teams get growingly frustrated when they can’t determine whether any changes to their strategies have had a positive impact on the Y variable.
Without a RevOps strategy, organizations have trouble determining what factors to observe to measure improvements in their CX strategy. When 57% of CX leaders fail to indicate whether their customer experience strategy is getting better, then the top-line is operating inefficiently.
But the main reason why this is occurring is that customer success teams don’t have sufficient information to determine if changes in their CX strategy are beneficial. Customer teams are getting no love and that’s a fact.
This example also bites into the data-sharing problem customer teams encounter when trying to improve their CX strategy. I’ll touch more on that later.
3. An outdated technology stack
A CX strategy must be driven by data. The only problem is that organizations fail to adopt new technologies that can align their strategies with powerful data that in turn translates to meeting customer needs.
The problem may not be the customer success teams who’re making the biggest efforts to build a working CX strategy. At times it’s the decision-makers who don’t believe investing in new technology will jumpstart their CX strategy—Let alone, reel in more revenue.
A technology stack is outdated when customer teams can’t get the information they need from other revenue drivers such as marketing and sales departments. This challenge intertwines with the first challenge I reported on, where CX strategies aren’t overperforming because of the lack of free-flowing information.
Customer teams need a free-flowing environment where data can be accessed by anyone involved in the revenue engine—cough, cough, I’m talking about customer success teams. If organizations aren't investing in their technology stack then their CX strategy is going nowhere—Don’t even bother putting on a seatbelt.
How RevOps Turns CX Challenges into Growth Opportunities
Learning how to turn challenges into a mastered practice is lengthy but worth the investment. The common challenges CX strategies face stems from the fact that customer success teams aren’t included in the top-line.
With Revenue Operations in place, the top-line is converged, and as I mentioned earlier, it includes customer success teams.
RevOps encourages teams to pull from the same data set. By doing so, customer teams can finally use data that marketing and sales teams are leveraging to create touchpoints along the entire customer journey.
With more information available, teams can create a CX strategy that is truly dedicated to prospects and customers. The technology stack plays an important role for this to take place. RevOps does require an organization to have the right set of tools to facilitate data-sharing between all revenue drivers.
While implementing a new technology stack can be costly, the ROI is enticing as 60% of customer-centric organizations are more profitable than companies that aren’t. Finally, RevOps accounts for key revenue-telling metrics when it comes to measuring whether CX changes are making a positive impact. A RevOps strategy focuses heavily on customer churn and customer retention.
This is made possible, again, by free-flowing data. Allowing teams to act on the touchpoints that are created at every stage of the customer cycle breaks down the silo that many organizations nurture. It is crucial to make customer data available to all teams that are aligned with the revenue strategy.
At the end of the day, customers will begin to notice how valuable the customer experience is while teams get closer to their revenue goals. Both parties are happy!
RevOps Will Increase Customer Success Stories
Revenue Operations is helping organizations ensure that all operations are aligned to driving revenue. One fun fact: Revenue is unachievable without customers.
Today, organizations that have managed to incorporate all three revenue drivers have experienced 19% more growth and 15% more profits along with their aligned revenue engine.
When profits are going up, customers are buying—And prospects who aren’t customers yet, are waiting for their place to join the pile of customer successes.