by Jeff Heckler

Customer Success and Cross-Functional Operations Teams

by | Apr 5, 2022 | Uncategorized

Winning Combinations that Drive Efficiencies and Revenue

A great deal has been written in the past couple of years regarding Customer Success Operations (CS Ops) and Revenue Operations (Rev Ops).  The overlap of and synergies between these two organizational departments are straightforward, as they both are highly engaged in the shared goal of measuring financials. A relationship between the two is also quite beneficial, particularly when we explore how CS leaders and departments can use this shared line of communication to best suit their needs while building autonomy and authority within their respect05ive B2B companies and inside the executive suite. 

In a typical company, CS also interacts with two other teams—Product Operations (Product Ops) and People Operations (People Ops, or POPs)—that are gaining traction as they increase their viability by affecting positive change for their companies and customers. Let’s explore these winning combinations. 

#1: Customer Success + Product Operations

As we established in our video series, Customer Success is perfectly positioned to drive organizational efficiency, company-wide operational excellence, and cross-functional unity to the highest levels to achieve optimal revenue and profitability for both customer and company.

The emergence of Product Ops over the last few years as a result of the need to unite remote workers, operationalize and automate administrative and frequently performed tasks, and govern an ever-increasing tech stack, has created valuable CS Ops collaboration opportunities. With a focus on automating traditional processes, Product Ops takes a product-centric business approach that emphasizes infrastructure empowerment to drive growth. Product Ops also shifts attention away from tactical administrative work toward people and productivity. Together, Product and CS Ops teams can deliver measurable revenue and profit gains by fostering product success and operationally, by supporting feedback loops and advocacy channels.  

Why does this combination work so well? For starters, rather than being limited to SaaS, Product Ops is becoming a staple organization within all industries. This progression is not surprising, as it closely follows in the footsteps of the CS Ops explosion that we’ve experienced over the past couple of years.

What does this mean for your business? Imagine a world within your company, where you have a 360-degree, company-wide view via internal processes, a technology engine, and a talent team that can give you, your leaders, your C-suite, and your board…

Actionable metrics to measure, track, benchmark, and compare:

Customer interviews
External reviews (Reddit, G2, etc.)
Support ticket turnover rates
Track usage patterns
Goal completion rates
Workforce productivity
Forecasted retention rates
Performance alignment
Median time users spend completing a task
Total number of interactions (clicks, form changes) it takes to get things done
% of users that use three or more product features
% of daily, weekly, or monthly active users that use a particular feature
In-house, DIY, and third-party outsourcing comparisons

The complete unification of Product Ops with CS Ops gives you the opportunity to affect operational changes at a scale never seen before, resulting in higher customer satisfaction levels, maximized internal efficiencies, a greater employee experience, faster product development and shipped deliveries, and higher revenue and profitability yields.

#2: Customer Success + People Operations

People and operations are the two most critical components of any business. People are simultaneously a company’s most valuable asset, opportunity, and expense. Operations refers to how the company delivers on its very purpose and reason for being. Combined, People Ops (POPs) makes magic. A growing organization within the HR world, POPs is a people-centric business approach that emphasizes workforce empowerment to drive growth. With a focus on automating traditional HR processes, like Product Ops, POPs shifts attention away from tactical administrative work toward people and productivity. 
Like CS and Product Ops, because of its ability to drive efficiencies and revenue growth, POPs has exploded in popularity in the past two years. Companies are realizing that when they combine their POPs with CS Ops functions, they create significant opportunities to foster employee success—a long-time CS driver—to realize measurable gains in revenues and profits. 
Just as the marriage of CS and Product Ops offers, combining POPs and CS Ops can provide you and your leadership:

Actionable metrics to measure, track, benchmark, and compare:

Time to productivity
Voluntary & involuntary turnover rates
Hiring costs
Training expenses
Workforce expense details
Employee engagement details
Workforce productivity
Forecasted retention rates
Performance alignment
Salary benchmarking
Benefits benchmarking
Peer cost benchmarks
In-house, DIY, and third-party outsourcing comparisons

The complete unification of People Ops with CS Ops gives organizations the opportunity to affect operational changes at an unprecedented scale, resulting in higher employee satisfaction, maximized internal efficiencies, greater customer experience, and higher revenue and profitability yields. 

In conclusion, by working cross-functionally with your colleagues in other operations units within your organization, you can build new partnerships and drive efficiencies that will result in new and expanded profits for you and your customers. 

Want to know how MarketSource can help your organization implement Customer Success to accelerate sales and drive revenues? Let’s talk >> 


Topic: Uncategorized
At MarketSource, an Allegis Group company, we believe better sales begin with better relationships. Our proven alternative to traditional outsourced sales is led by a proprietary process that helps businesses thrive by fostering deeper connections between people and brands.