RevOps done right; customer delight!

Increased revenue is the ultimate measure of business success, but it doesn’t always mean your customers are happy.  Here's how RevOps can help you earn and turn customer happiness into a sustainable revenue stream.

Increased revenues don’t always mean happy customers 

There are many ways to increase revenue for your manufacturing business. You can acquire more clients, raise prices, or cut back on customer service. However, none of these tactics guarantees customer satisfaction or ongoing loyalty - and some can actively work against it.

If you oversell beyond your capacity to deliver, reduce service quality, or hike prices without offering more value, you might see a temporary boost in revenue, but you’ll likely lose future sales as customers peel off in disgust.

And happy customers don’t always mean increased revenues

Happy customers don’t automatically mean increased revenues, either.  If you’re expending too much resource on over-servicing clients, you could be wasting money that might be better spent on improving the quality of your offering and overall speed of delivery for your whole client base.  

Is customer happiness a cost centre for you?

But customer satisfaction shouldn’t be thought of as a cost-centre in your business.

Here’s how a RevOps (Revenue Operations) approach can help you harness customer happiness and turn it into revenue.

RevOps delivers increased revenues by increasing satisfaction

Like agile teams working on a manufacturing process, RevOps team are continually looking for ways to cut waste and improve internal processes.  In doing so, they are helping the entire business continually meet and exceed customer expectations; directly enhancing their ability to sell and upsell.

They are streamlining customer satisfaction to keep revenue streams flowing.

6 ways RevOps teams streamline customer satisfaction to drive revenues

1.They create seamless customer experiences

RevOps aligns sales, marketing, and customer service to create a frictionless customer journey from initial contact right through to post-sale support.  With better collaboration, data-sharing and hand-off between different teams, the customer experience can be made more productive and satisfying for everyone involved.

For example, sales can work with marketing to refine content and campaigns, so right-fit customers are targeted more effectively.  They can create collateral that sets customer expectations from the start of the buying process, so FAQs and problems are headed off at the pass.

Further down the line, when accounts are mature, closer alignment between AM and business development teams can mean existing relationships are levered more effectively to open up new opportunities within accounts.

2.They bring faster response times

With streamlined processes and better communication between teams, RevOps helps reduce response times to customer enquiries.  This can leading to quicker resolution of problems and increased customer satisfaction. Integrating your ERP with your CRM ensures nothing slips between the gaps in your customer service, and your teams always have access to the ‘full picture’ of an account’s history.

3.They bring enhanced personalisation

Integrating data across departments, RevOps enables manufacturing businesses to gain a comprehensive view of their customers. This insight allows for more personalised marketing interactions and tailored customer service solutions that resonate deeply with individual preferences and needs.

For example, by collecting and analysing data from various touchpoints such as order histories, equipment usage patterns, and after-sales service interactions, businesses can create detailed customer profiles. These profiles help in understanding specific customer behaviours, preferences, and pain points.

Imagine a scenario where a customer frequently purchases certain components or materials. With RevOps and automation, the business can automatically send personalised emails showcasing related products, maintenance tips, or relevant industry insights. This level of personalisation not only enhances the customer experience but also increases the likelihood of repeat orders and long-term partnerships.

Additionally, tailored customer service solutions can be developed by leveraging insights from customer interactions. For instance, if a customer consistently raises certain types of support queries about machinery maintenance, the support team can proactively provide personalised assistance or offer preventive maintenance packages that cater to their unique needs. This proactive approach ensures that customers feel valued and understood, fostering long-term loyalty.

"The people coming to your site looking for solutions are on a complicated journey. It's going to take more than a robot who can learn their name to impress them."

Randy Frisch, F**k Content Marketing

4.They deliver consistent messaging

When sales, marketing, and customer service teams in the manufacturing sector are aligned, the messaging remains uniform, reducing confusion and reinforcing the brand's reliability in customers' minds.

For example, if a marketing campaign promises a specific benefit or feature of a new machinery line, the sales team must reinforce that message during their interactions with potential customers. Similarly, the customer service team should be aware of the campaign details to address any related queries accurately. This unified approach ensures that customers receive the same information regardless of which department they interact with, leading to a more cohesive and trustworthy experience.

Inconsistent messaging can lead to misunderstandings and frustration. If a customer receives conflicting information about product capabilities or service terms from different departments, it undermines their confidence in the company. By ensuring that all teams are on the same page, RevOps helps prevent thee issues and enhances overall customer satisfaction.

5.They enable data-driven decision making

Leveraging analytics, RevOps identifies and acts on customer needs and preferences, leading to more effective strategies and better customer outcomes. Data-driven decisions help in anticipating and proactively addressing customer needs, which is vital in manufacturing where customer requirements can be highly technical.

For example, if data shows a drop in reorders for a particular component, the team can investigate and implement changes to improve the product or its delivery process. Similarly, if certain equipment features are frequently praised in customer feedback, the business can prioritise similar innovations in future product development.

Data-driven decision-making also allows for more effective resource allocation. By understanding which strategies and tactics yield the best results, manufacturing businesses can focus their efforts and investments on the most impactful areas. This approach not only improves efficiency but also enhances the overall effectiveness of customer interactions and campaigns.

6. They enable proactive customer support

A unified approach allows RevOps teams to anticipate issues before they become problems, offering proactive support and creating a positive customer experience. This reassures customers that their needs are being actively managed and demonstrates the company’s commitment to their satisfaction.

For instance, by monitoring customer interactions and feedback, RevOps can identify common pain points or frequently asked questions related to machinery operation or maintenance. Armed with this information, the support team can develop proactive solutions, such as creating comprehensive FAQs, instructional videos, or even reaching out to customers before they encounter issues.

Proactive support in manufacturing might also involve sending maintenance reminders or updates for machinery and equipment that require regular servicing, ensuring that customers avoid potential problems. This level of attentiveness not only resolves issues quickly but also enhances the overall customer experience, making customers feel valued and cared for.

A final thought 

Customer satisfaction, the extent to which you meet and exceed the expectations of your clients, should be a key metric for manufacturing companies. Done right, the happiness of your customers can form the foundation of long term, sustainable, revenue streams in your business.