Arise RevOps, the New Orchestrators of Customer Experience

我关心客户。无论他们是您的客户，我的客户还是我的客户的客户，我都希望他们每个人每次接电话打电话给企业，打开营销电子邮件或访问网站时都能获得良好的体验。

这就是让我每天早晨去的原因。这就是为什么我在2019年有机会启动HubSpot的首个“客户之声”团队时感到非常兴奋的原因。

我聚集了一群热情的人，每个人都比最后一个更敬业的人来改善客户体验。我们每周见面，谈论我们的客户，进行法医分析的反馈，并深入杂草，看看我们可以在哪里扎根摩擦。

然后有一天它打了我们。我们大多数问题的答案并不在于更多的跨职能会议，员工增加或支持人员更长的时间。我们问题的答案在于操作。

运营团队负责确保这一点everythingworks. 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.

他们是设定每个面向客户的团队取得成功的人。因此，他们是客户体验的编排。然而，大多数公司将操作视为一种反应函数，其唯一目的是疯狂地找到问题的解决方案。

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).

我坚信，运营团队只有在统一的启用策略下共同努力并配备了执行该策略的正确工具时，才能发挥自己的潜力。

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.

因为当公司扩展时，不可避免地会bob全站app出现摩擦，而客户体验通常是首先要遭受的损失。

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 meexpecttheir interactions with every company to be quick, convenient, and contextual.

当公司扩展并开bob全站app始实现指数增长时，与客户期望保持同步的挑战也会成倍增长。原因有三个关键原因：

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 will likely raise capital and hire new employees to support the expanding demand. This works … for a while.

When that company is ready to scale – that is, to grow its business faster than its investments – it needs to support a growing customer base没有simply hiring more employees and没有让客户体验的质量滴p. To do this, it has to reinvent its approach to delighting customers or risk losing the trust of its user base – and its market share.

2. More tools to manage.

随着公司的bob全站app发展，它将不可避免地遇到新的挑战。在一个世界超过8,000个Mar-Tech解决方案, there is no shortage of tools out there that could be brought in to help solve a problem quickly. So, it's common for different teams to adopt different tools to help them solve different problems.

Over time, this approach results in a brutally bloated tech stack that takes so much time and energy to manage, there's little left to dedicate to customers. What's more, when tech stacks are unnecessarily complex, it becomes increasingly difficult for customer-facing teams to access reliable data, making it nearly impossible to deliver the type of contextual experience customers expect.

3. More touchpoints to maintain.

When a company is getting off the ground, it will tend to focus on a small number of high-impact channels. For example, its early social media marketing strategy may focus exclusively on, say, Facebook and Twitter, and it might only take customer queries over the phone.

但是，随着该公司bob全站app试图扩展的规模，它将为其营销组合增加新的渠道，并为客户提供更多联系的方式。很快，它将发现自己不仅在Facebook，Twitter和通过电话上与受众互动，而且还会在Instagram，LinkedIn，YouTube和24/7 Web聊天上与受众互动。

为了管理这一众多接触点，该公司将需要一种新的策略，以确保在只有少量频道游戏中，它可以保持其为bob全站app客户提供的经验质量。

These three issues are a by-product of scale. They are challenges a company想要to have … and solve. Yet, most businesses fall short. They naturally fall back on the methods that have helped them reach this critical moment in their journey — many continue to frantically hire staff long after it's sustainable to do so, some rush to tack more tools onto their tech stacks without the infrastructure to make them all work together, and others simply leave certain touchpoints unattended, leaving customers unimpressed.

运营专业人员的独特位置可以帮助公司解决此类挑战。bob全站app但是从历史上看，我们行业中的公司未能认识到其运营团队的潜力，使他们陷入孤岛，并要求他们在没有正确的工具或团队结构的情况下解决问题。

Moving From Function-Out To Customer-In

Operations professionals are rarely among the first hires a company makes. They tend to be brought in only when systems start to creak and the friction between teams becomes unbearable. A company's marketing leader might hire an operations professional onto their team to help improve its lead scoring system, while its head of sales brings in their own operations hire to work on reporting.

Before long, there are multiple operations teams working in different departmental silos, often out of different operating systems. In this setup, even if each operations team does an exceptionally good job at fighting frictionwithin他们的部门，摩擦仍然可以盛行betweentheir departments.

例如，销售团队可能很难访问和理解营销团队的数据，从而根据潜在客户最近的参与而损害了他们个性化外展的能力。

With no team accountable for overseeing this critical cross-departmental touchpoint, prospects will continue to receive impersonal emails, the marketing team will continue to receive exasperated messages from their sales colleagues, and the sales team will continue to struggle to win over prospects.

I call this a "function-out" perspective, where each customer-facing team is only focused on the portion of the customer experience they're directly responsible for, and each operations professional is tasked with supporting their designated function.

What companies need instead is a “customer-in” perspective, where all teams work in unison, informed by a holistic view of the customer, to deliver a unified experience. Operations professionals have a critical role to play in driving this shift in perspective. But to be successful, they too need to be unified.

How RevOps Helps Companies Scale Customer Experience

公司可以做的最有力的事情之一是根据一项集中的收入运营（Rovops）bob全站app策略统一其功能运营专业人员。

When operations teams are unified, they are not serving their separate teams' goals, they are serving the customer. They work with the same data, which gives them a single source of truth on what's really going on with customers at a holistic level.

They collaborate on cross-functional processes that allow them to bridge the gaps between teams where friction frequently festers. And perhaps most importantly, they work together to proactively identify issuesbefore他们有机会伤害客户体验。

Companies that don't yet have a large number of operations professionals among their ranks don't have to wait until they do to start adopting a "customer-in" perspective. If they haven't hired an operations professional yet, they should consider bringing one in as a priority and giving them a meaningful say in howallcustomer-facing teams work together, not just one.

他们还应该检查其内部团队在当前的运营模型中的建立方式，评估他们使用的系统是否有助于筒仓，并开始在客户周围灌输一致的文化。

毕竟，Rovops不仅是团队的名称，而且是经营一家公司的理念 - 当运营团队配备合适的工具时，该公司会蓬勃发展。bob全站app

引入操作中心

今天，随着运营枢纽的推出，我们为运营团队提供了一套工具，使他们能够在客户体验的最前沿地位，并使他们能够指导他们的公司度过规模所带来的客户体验挑战。

使用Operations Hub，团队可以在其业务应用程序上双向和实时同步数据，从而使他们可以轻松地管理技术堆栈，无论其多么复杂。

They can roll out workflows that automatically keep their database clean and up to date, helping them to maintain a reliable view of the customer, no matter how many touchpoints they manage. And they can design sophisticated custom automation actions to deliver a deeply personalized and contextual experience to customers, no matter how large their customer base grows.

Together, these tools free up operations teams to conduct bold ambitious experiments, test big innovative ideas, and launch ground-breaking new strategies, all in the name of delivering an exceptional customer experience. For too long our industry has put a limit on the potential of operations professionals. That changes today.

早在2019年，我就有机会启动了HubSpot的“客户之声”团队。这种经历使我对重要角色操作团队必须在扩展客户体验时发挥作用。

At the beginning of 2021, I had the opportunity to launch another team at HubSpot: the revenue operations team. With Operations Hub at our fingertips and our operations professionals unified as one, we are on a mission to elevate the role of operations teams not only at our company, but across the entire industry. Learn more and exploreHubSpot's RevOps & Operations Community.

If you work in operations like me, you have a right to feel excited. Where you were once reactive, you can now be proactive. Where you were once siloed, you can now be in sync with your operations teammates. And where you were once an afterthought of the customer-facing teams you support, you can now be the orchestrator of your company's customer experience strategy.