Let’s face it: a lot of customer onboarding fails. There are many reasons why, but one of the biggest is that companies don’t allocate enough resources to make sure their customers have an effective onboarding experience.
That’s unfortunate because there are so many ways you can improve your own customer success experience if you’re willing to put in some extra time and effort at the beginning. In this article, you’ll walk through five key steps for building an engaging onboarding program for your customers—and getting them off on the right foot with your product or service.
Make onboarding easy for your customers
Your job is to make onboarding easy for your customers. If they don’t feel like they can easily access the tools and resources they need, they are less likely to engage with your product or service and more likely to churn out.
Automate onboarding with a customer success platform (CSP). A CSP can deliver an effective onboarding experience by automating manual processes and enabling companies to use data analytics tools to deliver personalized, contextualized learning experiences that meet individual customer needs as quickly as possible.
Get your customer success team on board
Customer success can play an important role in your onboarding strategy because it encourages loyalty among users early on in their relationship with you as a company—which means happier customers who stick around longer. So make sure to bring customer success into conversations about onboarding efforts right away—they’ll have valuable insights on what makes people stick around after first buying into an offering from you as well as what causes them to churn out instead.
Use technology to deliver an effective onboarding experience
Technology can deliver an effective customer onboarding experience. Here are some ways you can use technology to improve your onboarding program:
Automate processes: When used properly, automation can be a great way to save time and money by streamlining processes that would otherwise be done manually. For example, if you’ve automated tasks like sending welcome emails or setting up accounts for new customers, you’ll spend less time on administrative tasks and more time focusing on other things.
Make the customer experience more personal: Personalization is key when it comes to delivering an engaging onboarding experience—and with today’s technology, this can be done at scale without sacrificing quality or timeliness. By collecting data about customer’s preferences and behaviors over time (via surveys), businesses will give themselves an opportunity for targeted outreach that results in higher satisfaction rates across all channels from the start.
Deliver consistent experiences: Make sure that customers can carry conversations and ideas across different platforms like email versus chatbot interactions. This ensures that users don’t feel lost when coming back later down the line after “forgetting” where something was located previously during the initial setup phase.
Assign resources to respond to customer requests
While many companies expect their sales team to handle onboarding requests, your customer success team must be also involved. Your customer success manager should be responsible for setting up the ticketing system and making sure the customer understands how it works. They should be trained on both the product and what it does for their customers, so they can communicate effectively with them about which features are most useful at different stages of their relationship with your company.
You may also consider hiring a dedicated account manager who will work exclusively with this client or group of clients throughout their time with you—this person can help ensure that all needs are met throughout each stage of their journey with your company.
If you start to think about it as a series of small wins and moments of delight, you can use those moments to build trust and make customers feel more confident in your product or service. And that’s the first step toward a strong customer relationship.