Service Operations: The Key to Creating Value for Customers

Importance of Good Service Operations

Good service operations are important because it helps ensure that customers are satisfied with the service they receive which can then turn them into repeat customers. On the other hand, poor service operations can lead to dissatisfied customers and a loss of business. Because of this, organizations need to carefully plan and manage their service operations to optimize performance and deliver a superior customer experience.

Comparing Internal Operations and Service Operations

Internal operations are a company’s processes and procedures to produce its goods or services. Meanwhile, service operations are the processes and procedures that a company uses to provide its goods or services to customers.

There is a significant overlap between these two types of operations, as both involve using resources to produce the desired outcome. Both processes, however, have some critical differences.

Internal operations typically focus on efficiency and cost-effectiveness, while service operations concentrate on quality and customer satisfaction. As a result, companies must carefully design their processes to ensure they can meet their customers’ and internal staff’s needs.

When done correctly, this can help to create a competitive advantage and improve bottom-line results.

The Roles and Responsibilities

Service operations involve various activities and processes, meaning multiple roles and responsibilities characterize them. Every organization has different roles and responsibilities, but some common ones worth mentioning are the ones listed below.

Use Feedback Surveys and Ticketing Metrics to Measure Customers’ Satisfaction

Customer feedback is one of the essential responsibilities of the service operations team. Service operations executives are responsible for Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and other customer surveys.

When customers respond, a service operations manager will collect the data, evaluate it, and devise methods to improve the customer experience with the customer experience, support, and success teams. These teams will collaborate to establish a common service strategy and provide value to their clients.

Optimize the Infrastructure and Technology Stack for the Client Support Staff

Another duty of the service operations team is to assist frontline customer representatives in utilizing technology. These members will test, manage, and improve the technology stack and infrastructure.

Moreover, the service operations team will cooperate with the product team to look at client comments and the IT department to determine if the technology is performing optimally.

Manage Technology for Self-Service Knowledge Base Messaging, Chat Platforms, and Other Interactive Communication Tools

Service operations must manage external technology, such as self-service support, messaging, chat, and the like.
Customers today interact with businesses through technology, which is the most effective way for companies to communicate with them.

Thus, this technology must work flawlessly. The service operations manager will examine the efficacy of the company’s external-facing customer support systems and devise plans to improve any issues.

Improve Efficiency and Manage Data to Make Critical Business Decisions

It is the responsibility of service operations to provide data so the organization can strategize business decisions. Senior management may use the client service operations report to measure and evaluate consumer interaction data, allowing them to grow the organization.

Establish an Annual Calendar for Strategic Planning for Customer Service

Since the service operations team handles the customer service, they are also in charge of customer journey planning, mapping, and any processes that enhance the client experience.

When your company’s customer service strategy is in place, service operations work with the entire customer care department to analyze information, debate improvement points, and plan for the future.

Keep an Eye on the Day-To-Day Operations and Frontline Reps Who Are Assisting With Process Improvement

Service operations must ensure that all customer support systems and procedures are operational. It implies that service operations will stay close to the frontline reps’ daily activities and collect employee suggestions to enhance the internal and external processes.

Take Care of Customer Onboarding and Help the Customer Success Teams

Customer success managers, who own the onboarding process with customers, will collaborate with service operations to build the connection between sales and service operations.

The service operations team will assist the customer success team in obtaining internal contact information and integrating the necessary tools.

Run the Service Desk

When you consider customer service, most likely, the first image that comes to mind is a help desk for customers. Service operations must keep the service desk operational for the customer care department to operate smoothly.

In the end, it’s critical for your service operations team to ensure that the client journey is smooth from start to finish and that customer care is effective.

The Team Structure

Because there are so many complex and vital tasks, choosing the right team may make or break service operations’ success. Here are a few positions that are essential for any service operations team.

VP of Service Ops

The vice president of service operations will collaborate with the board of directors to ensure that the whole team is functioning effectively. This individual is in command of creating a strategy, passing it along to all relevant units, and leading the customer support department charge.

Director of Services Strategy & Operations

The service strategy and operations director will oversee several responsibilities, including those in the planning and revenue group and the customer operations analyst groups.

Planning and Revenue

The revenue and planning analyst will evaluate the client service organization’s target budget and performance metrics. They’ll also forecast retention and churn rates and analyze customer service performance. The role of this position is to work closely with the director of services strategy to examine how revenue and planning may influence the overall service approach.

Customer Operations Analyst

A customer operations analyst analyzes the metrics of the client success and customer experience teams. This person will examine all teams’ productivity, devise incentives and performance indicators, and then collaborate with the director to create strategies to enhance the client services experience.

Director of Business Capabilities

The director of business capabilities is in charge of the company’s automation and technology. This individual will ensure that the company runs smoothly and can handle the automation and technology that drives it.

Automation Analyst

An automation analyst will examine workflow data and ensure that the automated customer support processes operate as planned.

Technology Analyst

The technology analyst will examine how the technology in the customer service department is functioning. Internal and external-facing technologies, such as knowledge bases, chatbot capabilities, messenger requests, and so on, are all included.

What Tools Do Service Operations Work With?

While the specific technology stack service operations utilized will vary depending on team structure, they generally include the following:

• Customer-facing tools for tracking customer satisfaction and sentiment, such as feedback surveys and ticketing
• Knowledge bases and similar tools for assisting clients in self-service support
• Project management and enterprise solution management platforms for organizing tasks and collaborating with other teams
• Analytics tools for understanding customer behavior and spotting areas of improvement
• Customer journey mapping and measurement tools

Using SafetyCulture (formerly iAuditor) for Improving Your Service Operations