Onboarding with customers: what is it and how to generate value for the customer?
The moment of onboarding with customers is a strategic part of any company’s after-sales.
It is the perfect chance that the company has to continue delighting those who trusted its solution and show that you do have a lot of value.
After all, it is quite wrong to think that after selling the work, it is completed. Anyone who finds this will run a big risk of losing customers.
For those who sell services, especially Seas companies (which sell software), onboarding is extremely necessary – and needs to be done with all possible attention.
After all, you want the customer to have the best experience possible with your solution, right?
Even if the sales team shows how amazing your service or product is, only in practice will it become clearer.
That’s why onboarding is so important, and we’ll talk more about it from now on.
What is it and how to do it? What are the best practices for this mission?
These are all questions that we will start to answer better from now on.
What is onboarding?
More broadly and generally, onboarding is the moment where a targeted implementation of what was contracted takes place.
It is for a new customer to understand the best way to use the product or service they have just acquired from your company and put the lessons into practice,
More than that, the function is to eliminate any technical barriers that the customer has to reach their goals and objectives with the solution.
It is up to companies, therefore, to have a series of practices that will lead their consumers to extract all the advantages and benefits of what they bought.
And the faster and more efficient this training is, the better for both parties.
For the company, which will save time by showing that customer how to better use the product and service – being able to focus on a larger number of people on a daily basis.
And for the customer, who will quickly see that they got a great deal. What, we know, is essential for him not to go back on his decision?
Even better is to do the onboarding while the customer is “fresh”, excited about having just done business with your company.
But for that, you need to understand what are the most common doubts your customers have at the time of implementation.
The marketing has produced good content and the seller has been consultative. All is very well.
But, only when you are in front of the product or service is it clear about what you know, what is known and what is unknown, right?
Be didactic to enchant
Onboarding is without a doubt the best time to engage you with your brand.
That is why it is so important to have, at this moment, a quality implementation, direct and also didactic.
For those who sell subscriptions – and have several levels of plans – implementing the service is undoubtedly a big challenge.
Will the attention you give to the entreriprise subscriber be the same as to the basic subscriber?
At the same time, who subscribes to the smallest plan is equally important – and the churn of one or more people in that category will negatively impact your sales metrics.
That’s why, regardless of the contracted plan, you need to generate value for the client.
There are some ways to give attention to all customers while being more careful with the subscribers of larger plans.
We’ll get there soon…
Your company needs to perform onboarding with customers!
You want to ensure customer success with your brand, don’t you? You want him to be enchanted every time he uses your solution.
Better yet, you want a customer who is so satisfied that he becomes an evangelist for the company. That it indicates new customers and that it has an extremely positive impact on the CAC and LTV of your business.
Know that onboarding is the moment where this can be consolidated.
If marketing attracts and the sales department convinces, it is in the implementation that the enchantment will be complete.
Therefore, we have separated some reasons why your company urgently needs to implement with quality what was sold.
The implementation is for:
- Eliminate technical doubts – show in practice how each feature works and eliminate basic technical questions;
- Configure the service – it’s time for the technical setup, guiding the customer to essential configurations, whether simple or complex;
- Show the way – explain everything he needs to do to use the tool correctly and be satisfied right away;
- Create value – even if it’s a quick moment, make the customer’s eyes sparkle. Be consultative and show the customer how the service works for their issues;
- Engage – the implementation serves to reinforce a relationship with the customer. Therefore, always be available to the customer for any future questions.
In addition, it is when you deploy that you show that the company really has a focus on the customer.
That selling is only part of the whole process. That the brand is really concerned and wants to have satisfied customers, growing from what they hired.
Onboarding is the orientation, the most intense training to make this possible.
And then again: no matter if you are a basic or advanced subscriber, everyone deserves attention. Value everyone.
The customer of the simplest plan can, tomorrow, after having such a positive experience with their company, migrate to a bigger plan.
6 steps to onboarding that delights customers
Now that you’ve seen the importance of implementing the product or service being sold, let’s talk about how this happens in practice.
And the first thing to be said is that this process takes time and attention to detail.
That’s because, as much as you’ve found a way to be didactic, your own product is constantly changing, right?
Be it new functionality, screens, anyway. And doing an onboarding that doesn’t show exactly what was hired by the client is a shot in the foot.
We have separated 6 tips for you to successfully implement the solution with the customer.
Shall we see these topics?
1 – Structure a sector for customer success
One of the initial actions to have an effective implementation is to structure a customer success area within the company.
And this sector is responsible for carrying out onboarding with new customers.
She will be responsible for putting in place the necessary strategies that will keep them constantly satisfied.
The retention and loyalty of consumers will pass through it, always attentive and proactive in contacting them.
The cohort analysis helps incidentally companies to retain customers in a way more efficient.
Proactivity. This is critical in this industry. It is different from the support area, which receives demands.
Success will always take the initiative and look after the customers at all times.
2 – Be smart when valuing everyone
Remember what we said earlier about valuing all subscribers, regardless of plan?
And that we talked about the challenge of paying attention to the entire base, but with some distinction between the basic signature and enterprise?
So. Let’s think about an implementation that takes place online, via videoconference – which makes sense within the inside sales model. And let’s say your company sells software.
If you move a professional to serve the most basic customer, this operation will be expensive. The contracted plan may not pay the employee’s time.
At the same time, you’ll leave in line, waiting for onboarding, whoever opened their wallet and hired their most expensive subscription.
What to do in these cases?
For larger subscriptions, follow the personalized service, live, via videoconference.
You can either keep the default time or add a few extra minutes (this will depend on how advanced the plan is).
And to keep generating value for smaller customers, make this implementation recorded.
Build a roadmap of what is essential within the tool and record a video with onboarding.
Then, as soon as the customer reaches this post-sale stage, make this video available with the complete training for him.
The ideal is to have a video for each plan. Thus, only its functionalities will be presented – which will optimize the content.
In this way, you will deliver what the customer needs, and you will be able to leave your team focused on being consultative to enterprise subscribers.
3 – Learn from your customers
An efficient implementation – and by now you know it well – is the one that makes sense for your customers.
And the more direct and didactic it is, without a doubt we are talking about the perfect setting, right?
To have an effective speech when implementing, talk to your best customers. Those who will most quickly succeed through your solution.
How do they act? How did you accelerate internal knowledge about best practices with the tool?
And, from there, mold your implantation from that. Create a manual of what needs to be done and make it available to new customers.
So everyone’s learning curve will be shorter. Especially if you can segment this by types of customers, making it even more straightforward and informative.
4 – Monitor what your customers do
Remember the proactivity required for the success area? So, for those who sell Saabs, it is essential to be aware if their customers continue using the contracted service.
Check their activities and monitor if they continue to use your tool normally or if the frequency has decreased.
If dropped, then yellow signal turned on. It can mean that the customer either no longer sees value in you, or that they are having some difficulty.
So, it’s up to the success professionals to immediately approach this client and ask what’s going on.
Sometimes it can be small technical details and that, due to lack of knowledge, he didn’t even open a ticket with support, for example.
That’s why proactivity is important. You go back to understand the problem and, when you identify it, act immediately to avoid churning.
If necessary, schedule another time for a complementary implementation.
Focus on the main points of doubt this person has and make sure he stays with you!
5 – Talk to the support area
What are the most frequent questions customers have? How many are repeated and refer to people who have just joined your company?
The success and support sector need to talk.
If there is a large recurrence of the same doubts, it is a sign that the implementation is lacking in the same points.
Identify them and place them more clearly in onboarding.
This will not only help customer satisfaction (after all, they won’t need to open a call for essential questions) and will keep support focused on more complex issues.
Otherwise, you will probably have to increase your support team and this will impact your revenue.
6 – Always update the implementation
Good onboarding is always up to date. It shows, on the screen of those who are implementing, exactly what the client has contracted.
Software sellers know that updates are routine.
Change a screen, a color, a menu. It adds a different feature, or it takes away another.
If the changes that have taken place significantly change the user experience from how it was before, then you will need to:
- re-record videos for smaller shots;
- update the best practices manual;
- Enhance the presentation to fit the allotted time.
Also, don’t forget to leave time for the user to clarify doubts when implementing.
Although you have a script to follow, it’s important to leave that opening. Even because, not everyone can have the understanding at the same pace.
So, if your deployment lasts 1h, reserve the last 15 minutes for questioning.
In this way, you deliver what you need and the customer is able to clarify any outstanding points. And everyone wins like that.
So, how can we help you?
Enjoy and read two articles that will help you to have consumers always happier with your company.
The first one brings 7 tips to have excellent customer service at all times.
The second talks about 9 tips on how to approach a customer for the first time.
The moment of onboarding with customers is a strategic part of any company’s after-sales. It is the perfect chance that the company has to continue delighting those who trusted its solution and show that you do have a lot of value. After all, it is quite wrong to think that after selling the work, it is completed. Anyone…