Arise RevOps, the New Orchestrators of Customer Experience
By aelworthy@hubspot.com (Alison Elworthy)
I care about customers. Whether they’re your customers, my customers, or my customers’ customers, I want every one of them to have a good experience every time they pick up the phone to call a business, open a marketing email, or visit a website.
It’s what gets me going every morning. That’s why I was thrilled in 2019 when I had the opportunity to launch HubSpot’s first-ever ‘voice of the customer’ team.
I assembled a group of passionate people, each more dedicated than the last to improving customer experience. We met weekly, talked about our customers, forensically analyzed feedback, and dug deep into the weeds to see where we could root out friction.
And then one day it hit us. The answers to most of our questions didn’t lie in more cross-functional meetings, increased headcount, or longer hours for support staff. The answers to our questions lay in operations.
Operations teams carry the responsibility for making sure that, well, everything works. If a marketer is having trouble segmenting a contact list, they reach out to operations. If a salesperson’s automated emails are misfiring, operations gets tagged in. If a service professional can’t access a customer’s communication history, it’s operations to the rescue again.
They’re the people who set every customer-facing team up for success. As such, they are the orchestrators of the customer experience. And yet, most companies view operations as a reactive function whose sole purpose is to frantically find fixes to issues as they arise.
It’s time for us as an industry to re-imagine operations and transform these teams from reactive fire-fighters into proactive friction-fighters. How can we do this? With revenue operations (RevOps).
It’s my firm belief that operations teams can only fulfill their potential when they work together under a unified RevOps strategy and are equipped with the right tools to execute that strategy.
Today, HubSpot is spearheading the onrushing RevOps revolution with the launch of Operations Hub — a new product specifically designed to empower operations teams to play an influential role in helping their companies delight customers at scale.
Because when a company scales, friction inevitably emerges, and customer experience is often the first thing to suffer.
Three Reasons Why Customer Experience Often Suffers When a Company Scales
There are few companies out there that impress me so much, I feel compelled to tweet about my experience, tell my friends, or write a positive review. These days, customers like me expect their interactions with every company to be quick, convenient, and contextual.
When a company scales and begins to achieve exponential growth, the challenge of keeping pace with customer expectations grows exponentially, too. There are three key reasons why:
1. More customers to support.
When a company is in startup mode, it will usually keep up with the growth of its customer base by increasing investments in staff. When customer growth starts to outpace the company’s ability to maintain a high standard of customer experience, it …read more
Source:: HubSpot Blog
