# Customer Journey – the key for business growth Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2022-10-19 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: How RevOps Can Transform Your Customer Journey Meta Description: Discover how Revenue Operations can streamline processes, improve customer journeys, and boost revenue for your business. Learn more here! URL: https://financedigest.com/customer-journey-the-key-for-business-growthhtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/customer-journey-the-key-for-business-growth-1736814997874-compressed.jpg) _By_ **_Catherine Mandungu,_** _Founder of_ [_Think RevOps_](https://www.thinkrevops.com/) ![](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/catherine-mandungu-founder-of-think-revops-450x450-1736814997894-compressed.jpg) Catherine Mandungu, Founder of Think RevOps In a tough financial climate it can be easy to get sucked into a fire fighting mentality, but this is the time when clear systems and processes can be the difference between business success and failure. For any business creating sustainable growth, they have to also juggle the joy of improving external and internal factors and delivering a smooth customer experience. We live in a world where technologies continue to advance, and certainly buyers’ behaviours are increasingly sophisticated, [changing the landscape of how we acquire and retain customers](https://www.financedigest.com/talk-to-me-the-changing-face-of-customer-communications.html "TALK TO ME :THE CHANGING FACE OF CUSTOMER COMMUNICATIONS"). In this article, we look at how a smooth [customer journey](https://www.financedigest.com/how-artificial-intelligence-can-help-improvethe-customer-journey-in-insurance.html "How Artificial Intelligence can help improve the customer journey in Insurance") could be the key to your success. **Inefficient** [customer journeys](https://www.financedigest.com/effectively-efficiently-build-financial-trust-customer-journey.html "Effectively and efficiently build financial trust on the customer journey") A study by [IDC](https://www.idc.com/) Market Research found that businesses lose 20 to 30% of their revenue due to inefficiencies. A great customer journey is a multi channel opportunity for you to [interact](https://www.financedigest.com/ai-will-power-95-of-customer-interactions-by-2025.html "AI will power 95% of customer interactions by 2025") with your customers before, during and after a sale. Common inefficiencies include [processes that are not streamlined](https://www.financedigest.com/reckon-introduces-link-to-bank-data-to-help-small-businesses-streamline-the-reconciliation-process.html "Reckon introduces link to bank data to help small businesses streamline the reconciliation process "), ill-defined engagement models, tech misalignment, and not enough clarity around ideal customers. **_Go-To-Market_** [processes that aren’t streamlined style=”font-weight: 400;”>](https://www.financedigest.com/emvco-streamlines-approval-process-for-mobile-payment-devices.html "EMVCo Streamlines Approval Process for Mobile Payment Devices") [EMVCo Streamlines Approval Process for Mobile Payment Devices](https://www.financedigest.com/emvco-streamlines-approval-process-for-mobile-payment-devices.html "EMVCo Streamlines Approval Process for Mobile Payment Devices") [There is often a disconnect between the moment a prospect becomes a lead and the](https://www.financedigest.com/emvco-streamlines-approval-process-for-mobile-payment-devices.html "EMVCo Streamlines Approval Process for Mobile Payment Devices") [business development](https://www.financedigest.com/brand-metrics-continues-on-steep-growth-trajectory-with-appointment-of-vp-business-development-in-the-us.html "Brand Metrics continues on steep growth trajectory with appointment of VP Business Development in the US") team reaching out and converting them into a client. Or between [business development teams and sales](https://www.financedigest.com/the-ultimate-excel-sales-tracking-templates-for-businesses.html "The Ultimate Excel Sales Tracking Templates For Businesses"), where there is no smooth handover. This [means the speed from lead to win will be much longer](https://www.financedigest.com/why-fundraising-no-longer-means-kissing-a-lot-of-frogs.html "Why fundraising no longer means kissing a lot of frogs") than it should be. **_Ill-defined engagement models_** Often we see [customer life-cycle engagement](https://www.financedigest.com/chatbots-the-secret-weapon-to-customer-engagement.html "Chatbots: The secret weapon to customer engagement?") models that haven’t been properly defined. Most organisations [manage customers with some basic activities](https://www.financedigest.com/with-the-right-active-manager-you-really-do-get-what-you-pay-for.html "With the Right Active Manager, You Really Do Get What You Pay For"), but often miss the fundamentals of deliberately engaging with a customer in the stage they’re at. A [customer in the adoption phase needs](https://www.financedigest.com/stay-ahead-of-the-curve-and-meet-your-customers-payments-needs.html "STAY AHEAD OF THE CURVE AND MEET YOUR CUSTOMERS PAYMENTS NEEDS") a different engagement activity than one in an early awareness stage. **_Tech stack mis-alignment_** Most companies have a marketing automation tool, a sales CRM, and [potentially a sales](https://www.financedigest.com/zara-owner-inditexs-first-half-sales-surge-ahead-of-potential-slowdown.html "Zara owner Inditex’s first-half sales surge ahead of potential slowdown") engagement tool, and they all don’t properly connect or talk to each other. This causes [breaking of processes and leads to poor quality of data and wasted time and money](https://www.financedigest.com/breaking-down-the-barriers-of-ar-automation-to-help-businesses-save-money.html "Breaking down the barriers of AR automation to help businesses save money "). **_Unclear customer profile_** With a lack of clarity on your ideal customer profile, you will find you will [waste time targeting](https://www.financedigest.com/eu-sets-recycling-reuse-targets-to-cut-packaging-waste.html "EU sets recycling, reuse targets to cut packaging waste") the wrong groups. **_Lack of insights_** If you don’t have the right [data and insights](https://www.financedigest.com/doing-more-with-trade-data-the-value-of-deeper-analytical-insights.html "Doing More with Trade Data: The Value of Deeper Analytical Insights"), you cannot truly understand the customer journey. Usually the issue here is that data has been an afterthought, rather than part of the Go-To-Market Strategy. **Why we need RevOps** RevOps, or “Revenue Operations”, is a B2B function that uses automation to help teams make the right decisions to [grow their business](https://www.financedigest.com/5-ways-to-grow-your-business-despite-a-bad-credit-score.html "5 Ways to Grow Your Business despite a Bad Credit Score"). RevOps brings everyone together, ensuring collaboration, from marketing, sales, service, [customer service](https://www.financedigest.com/revolutionising-customer-service-three-sectors-that-are-leading-the-way.html "Revolutionising Customer Service: Three sectors that are leading the way…") and finance. Excellent customer journeys and resulting [business growth](https://www.financedigest.com/how-technology-can-support-insurance-business-growth.html "How technology can support insurance business growth") involve every department, and RevOps is the function that will enable alignment and therefore growth. RevOps ensures that all go-to-market departments are centralised, moving towards the same goal, keeping all [teams accountable](https://www.financedigest.com/what-can-accountants-learn-from-great-britains-olympic-team.html "What can accountants learn from Great Britain’s Olympic team?") to revenue. According to [SiriusDecisions](https://go.forrester.com/blogs/salesleadershipexchange2017salesandmarketingbettertogether/), this alignment can drive up to 36% of your growth. RevOps is a [way to create](https://www.financedigest.com/6-ways-how-to-create-great-tiktok-videos-for-your-business.html "6 Ways How to Create Great TikTok Videos For Your Business") a ‘revenue engine’. Often the first [step is to map out the customer](https://www.financedigest.com/how-do-you-build-customer-loyalty-3-steps-to-follow.html "HOW DO YOU BUILD CUSTOMER LOYALTY? 3 STEPS TO FOLLOW") journey to ensure that internal processes are aligned to a customer journey. Part of this work is mapping a data plan against the customer journey to [ensure deliberate strategy](https://www.financedigest.com/2023-supply-chain-trends-for-businesses-to-ensure-a-more-efficient-supply-chain-strategy.html "2023 supply chain trends for businesses to ensure a more efficient supply chain strategy") around what data needs to be captured and shared across the organisation, which will allow the business to gain valuable insights. Once the journey is designed, the RevOps specialist will build the tech infrastructure, including all the processes for marketing, [sales and customer success](https://www.financedigest.com/lumen-research-expand-us-operations-with-key-sales-and-customer-success-hires.html "Lumen Research expand US operations with key sales and customer success hires"), to create a customer 360. This included any integrations, such as marketing, sales engagement tools, billing and subscription management tools. RevOps enables [companies to quickly assess the productivity](https://www.financedigest.com/feminine-hygiene-product-market-2021-global-leading-companies-analysis-revenue-trends-and-forecasts-2024.html "Feminine Hygiene Product Market 2021 Global Leading Companies Analysis, Revenue, Trends and Forecasts 2024") of the team, customer acquisition and customer conversion. It creates a rhythm to the [business and gives a business the opportunity](https://www.financedigest.com/challenger-banks-missing-golden-opportunity-to-steal-business-from-competitors-by-repeating-same-old-mistakes.html "Challenger Banks Missing Golden Opportunity To Steal Business From Competitors By Repeating Same Old Mistakes") to become more proactive and organise activities to drive customer satisfaction and revenue. **_About Author:_** _Catherine Mandungu is the founder of Think RevOps,_ _a_ _revenue operations consultancy, helping [business and revenue leaders achieve growth](https://www.financedigest.com/2016-the-year-of-technology-financing-the-year-of-business-growth.html "2016 – THE YEAR OF TECHNOLOGY FINANCING, THE YEAR OF BUSINESS GROWTH"), agility and competitive advantage by bridging the data & buyer journey challenge and transforming their revenue operation to ensure alignment, optimisation and focus_. --- This blog is powered by Superblog. 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