Revenue Operations in eCommerce focuses on making sure your team is in alignment, breaks down any silos, ensures a consistent customer experience, optimizing workflows and a taking a holistic view of customer lifetime value.
When you run an eCommerce store you want customers to keep coming back to buy repeatedly, and a good RevOps program will put a site in the best position for that to happen. Some of the things RevOps focuses on in eCommerce include eliminating silos, creating a “single source of truth”, streamlining processes, improving customer experience and ROI.
Eliminate Silos
Align marketing, sales and customer service making sure they are using the same tools and data.
Single Source of Truth
Create a single source of truth for customer information, which could be a CRM like HubSpot or Salesforce or a dashboard created in Tableau, Agency Analytics or some other data visualization tool.
Streamlined Processes
Optimize workflows such as ad click to purchase journeys and post-purchase support automating where it makes sense (and knowing when not to automate)
Improve Customer Experience
Make sure the customer experience across the entire lifecycle is consistent, pleasant and efficient. Eliminate roadblocks and confusion and avoid making unnecessary changes that unnecessarily upend experiences your customer’s like and are used to.
ROI
Make sure investments in advertising and technology are generating a positive ROI adjusting when necessary to ensure revenue growth and profitability. If something is working, do more of it. If something isn’t working, figure out why and either fix it or stop doing it.
Examples of eCommerce RevOps Actions
- Personalizing the customer experience so that the information a customer sees is pertinent to them and makes it easier for them to do whatever it is they want to do on your website.
- Make it easy for customers to check out quickly through a “one-click” process.
- Identify or create a “single source of truth”, meaning a single data source, so the data used by all teams is consistent.
- Make sure the right data is used for targeted ad campaigns
In eCommerce, RevOps involves processes, technology, data and people. It makes sure everyone is moving in the same direction which results in higher ROI, easier scalability and more profit.