Customer Success (onboarding/expansion/retention)
Customer Services operations involve working with professional service teams, customer success teams, customer support teams, and customer experience teams to make it as efficient as possible for those teams to create an outstanding customer experience. To do so, service operations specialists will support and amplify team capacity, set up and maintain infrastructure such as ticketing systems and knowledge bases, capture and report on metrics to guide decisions and help your team scale.
With these definitions in mind, RevOps has a wide scope. It is designed to ensure the proper delivery of messages and offerings to provide an excellent experience throughout both the buyer and customer journeys. The three critical areas RevOps should cover are Onboarding, Retention (churn reduction), and Customer Support & training.
RevOps primary role in Customer Success is to provide the best processes, tools, and training for your customer-facing team, this includes Professional Services, Account Managers, Customer Success Coaches, Learning Instructors, and Support experts. RevOps goal is to make sure they automate the tedious and manual tasks that Customer Success face. Rev Ops has responsibility for the following areas:
Data(Capture the following):
- Net Promoter Score® (is a customer loyalty and satisfaction measurement taken from asking customers how likely they are to recommend your product or service to others on a scale of 0-10)
- Customer renewal forecasting, (Customer renewal rate, also known as customer retention rate or renewal rate, is the percentage rate at which a company’s customers extend their relationships with the company (such as a subscription or membership). It is an important indicator of a company’s growth prospects).
- Customer Satisfaction Metrics (Customer Surveys)
- Customer Segmentation
- Adoption Monitoring
- Account health score, the relative score that you provide to each customer. The number of variables or scoring method can be complex, but RevOps should focus on these four dimensions first:
- Financial: Revenue trend, due invoices amount, days since last renewal, etc.
- Product: frequency of usage, depth of usage, active user trend, license utilization, and more.
- Service: critical unresolved tickets, frequency of new conversations, CSAT score, etc.
- Relationship: touchpoint frequency, NPS, recency of touchpoint…
Process (Define and deploy):
- Sales team to Professional Services hand-off checklist
- The Implementation process checklist
- Professional Services to Account Management & Customer Success hand-off checklist
- Upsell/Renewal Playbook
- Revenue Forecasting
- Account Management & Customer Success playbook with a series of proactive touchpoints and cross-functional coordination
People:
Product training, goals, targets, performance, workforce/team planning
Systems:
Tools in your CRM or CSM focused on the management and implementation of Customer elements (such as product signals, service signals…) that support the Customer lifecycle from onboarding to off-boarding.
RevOps will also define and deploy a set of performance metrics for the processes above. Many of the area’s that are tracked have a value for the other teams in the Revenue funnel and the centralization off these metrics allow all team to be on the same page.
These KPI’s are:
- Customer Acquisition Costs (CAC)
- Customer Lifetime Value (CLTV)
- Average Contract value by segment
- Lead funnel conversion
The KPI’s specific to Customer Success will look at:
- Renewal ARR and Renewal ARR at Risk
- Net & Gross ARR Retention (by product & customer segment)
- Churn %
- Product Usage, adoption
- User logins, frequencies, and duration
- CSAT, NPS
- Direct Customer product feedback
- Customer reviews, (G2 Crowd, TrustRadius…)
- Support Response times
- Time to ticket response to resolution
- Time from on-boarding to Go live
- Ticket escalation
Keep in mind that the central focus of these KPI’s is revenue, product, customer feedback, and customer experience. You should have a dashboard in your CRM or Customer Success Platform that will monitor your Customer Engagement, Customer’s case management, and those measurements, as well as the important customer lifecycle and retention metrics. You need these to provide Customer insights and analytics, as well as provide Customer advocacy and reference, for other Sales prospects.
In conclusion, RevOps can improve the Customer Success Teams performance by managing the holistic reporting and dashboards for Marketing, Sales, and Customer Success. You will improve visibility into business outcomes
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