Here’s the truth many service businesses learn the hard way: getting customers through the door is only half the battle. Promises are made when leads are converted into customers, but those promises often fall short during the execution phase, often due to inefficient sales-to-operations handoffs. Service operations can only succeed if the handoff is comprehensive, understandable, and timely.
To get more insights into an integrated sales and operations experience, we asked Salman Saeed, manager of marketing at Arrivy, how service businesses can use integrated systems to keep their sales and operations teams on the same page for better customer experience.
How important is it for the sales and operations teams to be on the same page?
"Service businesses invest heavily in capturing and nurturing leads. Sales teams, armed with advanced CRM tools like Zoho, diligently follow structured sales processes to convert leads into customers. However, once the deals are won, outdated methods often dominate the handoff to operations. We've seen it all: paper handouts, sticky notes, phone calls, emails, text messages, spreadsheets, wall calendars, Google calendars, and more. These methods often create chaotic, untraceable trails that feel as endless as a CVS receipt, leaving you ready to pull your hair out while digging for information. This lack of cohesive communication results in poor execution, missed deadlines, and, ultimately, dissatisfied customers.
Time and again, when we sit down with our clients in the service industry, the same story unfolds. They’re struggling with manual processes that drain their efficiency and hamper their growth. As I mentioned earlier, either the operations are manually run on pen, paper, phone calls, and wall calendars and are completely disconnected from the sales teams, or the operations run on primitive platforms that live in silos and fail to integrate. This often means relying on tedious and error-prone copy-pasting.
Here’s a funnily alarming example: We recently spoke with a large trucking company that ran its operations on Evernote, the same app many use for shopping lists or jotting down random ideas. They created a single note for each truck and manually scheduled tasks by copying and pasting information to keep it updated. One small mistake at this company would throw the entire schedule off balance, resulting in costly errors.
To overcome these challenges, operations teams must first embrace technology and the right tool set to efficiently manage their schedules and execution pipelines. Next, businesses should prioritize precise handoffs by leveraging process automation, notifications, and seamless system integrations. This approach ensures that work details are shared accurately and in real time, enabling everyone to be fully prepared for their tasks.
Service companies can close the gap with real-time insights and automation. Investing in connected ecosystems streamlines operations, reduces errors, saves time, enhances communication, accelerates information sharing, and, most importantly, builds lasting customer loyalty."
Is technology adoption for sales and operations alignment worth the cost for businesses of all sizes?
"We have partnered with both big and small organizations to streamline their operations. The critical trade-off involves weighing the 'cost of deploying technology' against the 'revenue lost due to operational inefficiencies.' In our experience, the revenue lost from avoidable mistakes far outweighs the initial investment in technology. Most forward-thinking businesses view technology adoption as a strategic investment, leading to increased revenue over the long term and making deployment costs relatively minimal.
For example, one of our clients identified a 'leak' in their sales-to-operations handoff related to value declaration, which was frequently overlooked. We implemented a simplified workflow with a checklist, resulting in savings of over $50,000 in just the first year and demonstrating a substantial return on investment in the early phase of onboarding the right operations platform.
Other than the transparency of customer commitments and in-depth operational data transfer, businesses experience many other benefits and process optimizations. These include improved route planning (saving thousands of dollars in fuel costs), vehicle maintenance, and working hours. By enhancing operational efficiency, they can complete more jobs with the same workforce.
There are other dividends that sales-connected operations pay, which include:
- Reduced administrative workload and optimized scheduling
- Enhanced connectivity between on-site and off-site teams
- Effective customer communication and feedback
- Automated and customizable reporting
- Paperless environments
In short, over time, technology gains compound revenue inflow and boosts revenue, enabling businesses to achieve greater profitability."
How does this “sales to operation handoff” improve the overall customer experience?
"In recent research by Qualtrics, they found that customer experience is a make or break for customer loyalty; for over 65% of clients, a great customer experience outweighs the impact of even the most effective advertising, saving businesses significant dollars otherwise spent on marketing campaigns.
Customer experience has to be top-notch and consistent across sales, operations, finance, and support. Making strategic investments in these areas (and beyond) is essential.
When customers see this level of detail and professionalism throughout their journey, they're more likely to become loyal to a brand and recommend the services to others. Every interaction, no matter how small, contributes to their perception of service quality.
By leveraging the right systems and providing customers with visibility into operations, they can watch their service progress in real time, eliminating the stress of uncertainty and reducing inbound 'Where are you?' calls to your team. These systems not only enhance the customer experience through automation but also gather valuable feedback, prominently showcase your business name at every touchpoint, and build trust with your clients."
What should someone consider before adopting an operations software?
"Conduct a thorough audit of your existing processes before searching for operations software solutions. Document your pain points, find the 'leaks,' and workflow bottlenecks and areas where technology and automation could bring the most value. Asking the right questions upfront can help you make an informed decision.
- Integration: Will the software integrate seamlessly with your existing systems without causing disruptions?
- Ease of use: Can your team quickly adapt to the platform without extensive training?
- Scalability: Does the software align with your growth objectives, or will it limit your ability to scale?
- Analytics: Does the platform provide robust reporting tools and allow for in-depth data analysis?
- Reliability: Are there downtime risks, and will the software receive regular updates with new features?
Addressing these considerations ensures that the chosen solution fits your business needs and supports long-term success.
When all teams work together in perfect harmony, magic happens—and by magic, we mean fewer 'oops' moments and more 'wow' moments. The result? Seamless communication, faster decision-making, satisfied customers, and a unified flow of information, all within Zoho. By integrating Zoho’s intuitive CRM with Arrivy Operations Cloud, your sales and support teams can effortlessly collaborate with operations in real time. You can manage operations and avoid the chaos of email and SMS chains longer than a CVS receipt. Enjoy efficient handoffs, increased productivity, and exceptional results that keep everyone aligned, productive, and (maybe even) smiling at work!
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