Customer Success Operations (CS Ops): What It Is, Why It Matters & How to Do It Right
Customer success ops is responsible for executing customer success strategies. Learn in detail what is CS ops, why it is important, and how to do it right.
Dec 2, 2020
If there is any department that keeps the day-to-day activities of a business under continuous execution, then it is operations. This is the department that takes the lead towards the implementation of the strategies made by the executive team. The customer success ops is not different, except that it takes care of the customer success strategies to execute.
The operations team plays a pivotal role in balancing between the resources input and production capabilities to meet the business goals. It is only through the efficiency in this team that an organization achieves optimum performance. An organization should be able to regulate the speed, dependability, quality, and flexibility of the operations team.
The overall structure along with the specific areas assigned to each team in operations is hard to set up initially. This is like the core of the business engine. All the inter-dependability and resource planning have to be well thought through while creating the operations team. As the company matures, it starts to develop the right flow that keeps the operations busy and running throughout the company’s lifetime. So, let’s understand this function in more detail starting with the customer success ops definition.
What is Customer Success Operations?
Customer success as a function has a lot of operational areas to look into. The day-to-day activities revolve around these areas by different team members. There would be a team-lead, or a CSM, managing all these functions under the CS umbrella. To name a few, these CS related areas include:
All of these above activities require different employees, or a customer success operations manager to handle. The information and useful insights by measuring the right KPIs are then used by the executive teams for various purposes. These purposes include supporting operations, diagnose issues, and creating more effective programs and strategies.
Hence, the customer success ops define the processes and measure KPIs in the above-listed areas, and includes much more. All the CS related activities that are to be executed on a daily basis become a part of the CS ops team.
Why is Customer Success Operations important?
The CS ops have a direct impact on your CS goals and strategies. Through operations, you are able to measure and achieve the goals set by the Customer operations VP. Few benefits of including CS in your organization includes:
Enhanced team performance
The customer success ops team when assigned with different areas to work on, can deliver outstanding results as compared to an individual CSM. Each team will have a deeper look into the customer success KPIs and would be able to take actions to improve them individually. The overall coordination of the team can be managed well by the head of CS operations to drive better results.
Better visibility of the business
The dedicated resources working on each area of the CS would have the time and capacity to drill down on a deeper level. The reports they would be producing can be leveraged to gain a much clearer visibility of each area of the CS function. The amount of research and diligence required to fine-tune every aspect of CS responsibility can be had only through CS ops.
When you design the whole workflow of your CS function into different units, your capacity to deal with more customers increases. You would be able to monitor a larger group of customers through a focused lens on each group. This ensures that you are able to cover every customer with a higher level of engagement and best-in-class service.
Customer Success Operations: How to do it right?
Customer success ops is responsible for conducting all the tasks that are assigned to implement customer success strategies. These tasks range from tracking the customer usage to come up with actionable insights to measuring and reporting the KPIs. Below are a few areas where CS ops are involved with.
Estimating the total revenue that is due for renewals in the coming months is one of the ops activities. The revenues that are at risk are also escalated at the right time by the ops team. Based on these metrics, the CS leader gets visibility of the ongoing business so that they can report the same to their superiors.
Monitoring customer usage
Product usage monitoring is an ongoing process. All the features of the product must be monitored separately to know if the product is being used at its highest capacity. The ops team analyzes the usage pattern of the customer and produces reports for the CSMs or CS leaders to create adoption strategies.
CS ops team keeps a continuous check on customer feedback metrics like NPS, CSAT, CET. They report to their superiors if there are any issues with any of the customers w.r.t. these metrics. They then implement steps and take actions towards improving these feedbacks in the long run. Each issue is examined at a granular level and fixed to finally reach the goal of brand advocacy.
Track and report service issues
This is another area where CS leaders have to put their main focus. They try to evaluate through recurring calls if there are any loopholes in the current process or product. Examining the large chunk of data to find repetitive patterns and report that to the CS leader is also one of the responsibilities of Customer success ops.
Customer success operation jobs need data analytics and business intelligence skills at its core. Employees working in CS ops must be clear about the end goals they are trying to achieve – which is to help customers achieve success in meeting their business goals. Otherwise, it is easy to get lost in a large amount of data they would be monitoring.
CS operations can be leveraged to get complete control over high-standard CS processes. Without this, you would not be having enough bandwidth to examine the customer accounts at their utmost depth. Making uninformed decisions can be a big mistake by a CS leader. Hence, the CS ops provide them with the right information in a presentable manner so that they can make high-level decisions with greater clarity.
Shoeb has over 12 years of experience in architecting and developing software applications and creating digital marketing content. He has worked with globally competitive CMMI Level 5 organizations in the BFSI domain. He has also worked with SaaS organizations in developing the marketing content that has helped them win multi-million dollar deals.