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6 min read

Quick Guide To Revenue Operations By Customer Life Cycle

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The most successful businesses understand the importance of quality customer experience (CX) across the customer lifecycle.

Furthermore, an enhanced customer experience is a key differentiator in an increasingly competitive market, attracting new buyers whilst also supporting customer retention. According to Tallyfy, between 25% and 40% of all revenue comes from return customers and, per visit, returning customers drive 3 to 7 times the revenue of first-time visitors.

In this quick guide to Revenue Operations (RevOps) by customer life cycle, we'll explore how RevOps can enhance your customers' experience, lengthen their life cycles and increase their lifetime value.

What is the customer life cycle?

You can view your customers’ life cycles in the same as we understand nature's natural cycles. Customers come to your business, convert, purchase, and leave.

Some customers, with the right care and encouragement, will come back to purchase several times and become loyal advocates of your brand. Others buy once and only once. 

Customer lifecycle management is essential for building a large and strong client base. In most industries, the customer lifecycle has four stages:

Awareness: The prospect becomes aware of your brand and the products or services you offer.

Consideration: The prospect is researching the available options to meet their need, including yours. 

Action (purchase): The prospect has evaluated your offer and decided to buy from you.

Growth (retention, renewal and referral): Your customer now evaluates their purchasing decision, and you need to cultivate a strong relationship with them, supporting them to become loyal to your brand and advocating on your behalf. 

The modern customer life cycle

Today’s buyer is self-driven through websites and apps to follow up on awareness with their own engagement and conversion process. They move back and forth between the middle life cycle stages (or between marketing, sales, and customer support) several times before the final conversion.

Over 80% of customers reach out for some form of customer support before making a purchase, and 50% will choose another supplier if the answers to their questions aren’t readily available.

Customers also now associate your brand’s quality and dedication based on the performance of your go-to-market teams and your automated software. 70% of customers choose to remain loyal to brands that offer high-quality and experientially consistent customer service.

How does Revenue Operations meet the needs of the modern customer life cycle?

As we explored in What is Revenue Operations? and A Step-By-Step Guide To The Four Stages Of Revenue Operations, Revenue Operations is a new way of approaching both introductory customer experience and long-term customer care.

As we have seen, the modern customer experience had become far more fluid. In response, RevOps unifies the traditional multi-stage strategy of marketing (attraction), sales (conversion), and customer care into one continuous customer experience.

Powering this is Revenue Operation's alignment of your entire infrastructure and tech stack with your business strategy. This creates a single source of truth in the customer data that your go-to-market teams refer to across the customer life cycle.

When every revenue team member has access to the customer information, all your customer touchpoints across marketing, sales and customer service become highly personalised, guiding customers seamlessly to what they want - and remembering their preferences when they return.

Customers no longer feel that they’re being shuffled between team members for every interaction but instead are being personally and consistently taken care of along their buyer journey.

Get these touchpoints right and your customers will enjoy the personalised care your go-to-market teams provide whilst also feeling independent and confidently self-directed in their decision-making.

The result of this data-driven collaboration, transparency and execution rigour across your go-to-market teams is greatly enhanced customer experiences and faster customer sales cycles. Great for the customer and great for your business!

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Revenue Operations is a huge and necessary step toward improving the CX across the customer lifecycle. The platform of technology, data, and processes linking the customer experience, from research to buying to purchase to usage, can only be a good thing.

But actually improving the customer experience, as prospects and customers perceive it, is essential for a sustainable competitive edge and higher growth for your business.

Take a look at the diagram of the buying experience below. You’ll notice that each touchpoint is described with a buyer objective.

Be honest with yourself. Are you using the Revenue Operations approach to support each of these buyer objectives? Or is RevOps mainly a way to literally ‘rev up’ the go-to-market process you already have?

Quick Guide To Revenue Operations By Customer Life Cycle-1

Getting corporate buy-in of the RevOps approach has largely been about boosting revenue efficiency – after all, it’s an easier business case to make than linking buying experience improvements to revenue growth.

But what are B2B customers actually looking for? Deloitte research found that modern customers are actively seeking:

  • Personalization, including tailored interactions and offerings.
  • Speed, provided through frictionless buying journeys and self-service options.
  • Outcomes, from solving problems through partnership to delivering on promises to realise value.

Next Steps

Revenue Operations is foundational to a CX strategy aimed at improving your customers’ buying experience. But the current emphasis on process efficiency needs to evolve to a more strategic approach of improving the customer experience – and their perception of that experience - and linking that to long-term growth.

That’s a tougher nut to crack. But because it’s more difficult, fewer competitors will make the effort. And you could argue that a superior customer experience is more sustainable than operational excellence.

So, ask yourself whether your Revenue Operations efforts could both make buyer experiences more personalised and frictionless while delivering your required outcomes.

We think you’ll find plenty of common ground to make experiences better for the buyer while also driving higher revenue growth for your business.

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