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`
May 2021
Omer Minkara
VP & Principal Analyst
Contact Center & Customer Experience Management
LinkedIn, Twitter
RR
CUSTOMER
OPERATIONS 2021:
SUCCESS IN CX
AND DIGITAL
TRANSFORMATION
THROUGH SERVICE
AND BACK-OFFICE
ALIGNMENT


2
2
This report uncovers the role and impact of customer
operations on service and back-office activities —
highlighting how leading firms build and manage a top-
notch customer operations program that rewards them
with loyal clientele, agility, efficiency, and reduced costs.
Executive Summary
• The leaders in customer operations enjoy 20.6% year-over-year (YoY) growth
in annual revenue, 12.8% YoY decrease in operational costs, and 29.0% YoY
increase in customer satisfaction rate.
• Modern back-office leaders are clearly more focused on creating happy
customers than their traditional counterparts.
• Digital transformation has also been a catalyst in enabling change in
business conditions where buyers can more readily and easily address their
needs through digital channels.
• Back-office employees
whose jobs involve supporting
service activities spend 25% of
their time on these activities.
This creates operational costs
that are often not allocated to
service activities.
• Digital transformation has
become table stakes for firms
to survive in the emerging
business landscape. A small
group of forward-thinking
business leaders recognize the
impact of back-office on
influencing CX results and
service excellence.
• Enabling better and
greater communication and
collaboration across all
business departments is a key
ingredient in successful
customer operations programs
that orchestrate service and
back-office activities.
Definition: Customer Operations
For the purposes of this research, Aberdeen
defines ‘customer operations’ as a set of business
activities supporting the completion of the customer
experience after engagement with the contact
center or customer service, along with customer
requests routed directly to the responsible
department.
These back-office / operations activities are related
to addressing client needs, requests, and issues
(e.g., claims processing, loan origination, payment
processing, customer billing), as well as field
service and location-based work.
Firms with a customer operations program focused
on orchestrating their service and back-office
activities ultimately reduce costs, drive customer
satisfaction and loyalty by delivering consistent and
effortless experiences designed to rapidly resolve
client issues.
For public sector and government institutions,
service refers to addressing constituent / citizen
needs, and operations refers to administrative
activities.














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