The moment of onboarding with customers is a strategic part of any company’s aftermarket.
It is the perfect chance that the company has to continue enchanting whoever trusted their solution and showing that you have a lot of value.
Especially because it is quite wrong to think that after selling the work it is finished. Whoever finds this, will run a great risk of losing customers.
For those who sell services, especially Saas companies (which sell software), onboarding is extremely necessary – and needs to be done with as much attention as possible.
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, it will only become clearer in practice.
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 when a targeted implementation of what has been contracted takes place.
It is for a new customer to understand the best way to use the product or service he has just purchased from his company and put the lessons into practice,
More than that, the function is to eliminate any technical barriers that the client has to achieve its goals and objectives with the solution.
Thus, it is up to companies to have a series of practices that will lead their consumers to extract all the advantages and benefits of what they have purchased.
And the faster and more efficient this training is, the better for both parties.
For the company, which will save time showing that customer how to better use the product and service – being able to focus on a larger number of people daily.
And for the customer, who will quickly see that he did a great deal. Which, we know, is essential so that he doesn’t back down in his decision.
Even better is doing onboarding while the customer is “fresh”, excited to have just done business with your company.
But, for that, it is necessary to understand what are the most common doubts that your customers have at the time of implementation.
Marketing produced good content and the seller was consultative. All right.
But, only when you are faced with the product or service do you have clarity about what you know and what is unknown, right?
Be didactic to enchant
Onboarding is undoubtedly the best time to engage you with your brand.
That is why it is so important to have, at the moment, a quality, direct and also didactic implementation.
For those who sell subscriptions – and have several levels of plans – implementing the service is undoubtedly a major challenge.
Will the attention you give to the entreriprise subscriber be the same as that for the basic subscriber?
At the same time, who signs the smallest plan is equally important – and the churn of one or more people in this category will negatively impact your sales metrics.
That is why, regardless of the contracted plan, you need to generate value for the customer.
There are some ways to pay attention to all customers, while taking extra care with subscribers to larger plans.
We’ll get there already …
Your company needs to perform onboarding with customers!
You want to guarantee the customer’s success with your brand, don’t you? You want him to be delighted every time you use your solution.
Better yet, you want a customer so satisfied that he becomes an evangelizer for the company. That indicates new customers and that this has an extremely positive impact on the CAC and LTV of your business.
Know that onboarding is the moment where it can be consolidated.
If marketing attracts and the sales industry 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 serves to:
- Eliminate technical doubts – show in practice how each feature acts and eliminate basic technical questions;
- Configure the service – it is the 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 immediately satisfied;
- Generate value – even if it’s a quick moment, make the customer’s eyes shine. Be consultative and show the customer how the service works for their problems;
- Engage – the implementation serves to reinforce a relationship with the customer. Therefore, always show yourself at the customer’s disposal for any future doubts.
In addition, it is at the time of deployment that you show that the company really focuses on the customer.
That selling is just a part of the whole process. That the brand is really concerned and wants to have satisfied customers, growing from what they hired.
Onboarding is orientation, the most intense training for this to be possible.
And then again: it doesn’t 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 his company, migrate to a larger plan.
6 steps to an onboarding that delights customers
Now that you have seen the importance of implementing the product or service sold, let’s talk about how it 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 have 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.
Let’s see these topics?
1 – Structure an industry for customer success
One of the initial actions to have an effective implementation is to structure a customer success area within the company.
And it is this sector that 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.
Consumer retention and loyalty will go through it, always attentive and proactive in contact with them.
Cohort analysis, moreover, helps companies to retain customers more efficiently.
Proactivity. This is fundamental in this sector. It is different from the support area, which receives demands.
Success will always take the initiative and watch over customers at all times.
2 – Be smart in valuing everyone
Remember that we said earlier about valuing all subscribers, regardless of the plan?
And that we talked about the challenge of paying attention to the entire base, but with some distinction between the basic signature and enterpirse?
So. Let’s think about an implementation that takes place online, by 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 will be left in line, waiting for onboarding, who opened your wallet and hired your most expensive subscription.
What to do in these cases?
For larger subscriptions, follow the personalized service, live, through videoconference.
You can either keep the default time or add a few more minutes (this will depend on how advanced the plan is).
And to continue generating value for smaller customers, make this recorded implementation.
Establish 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 complete training for them.
The ideal is to have a video for each plan. Thus, only his features will be presented – which will optimize the content.
In this way, you will deliver what the customer needs, and you can leave your team focused on being consultative for enterprise subscribers.
3 – Learn from your customers
And the more direct and didactic it is, without a doubt we are talking about the perfect scenario, 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 they accelerate internal knowledge about best practices with the tool?
And, from there, shape your deployment from that. Create a manual of what needs to be done and make it available to new customers.
Thus, everyone’s learning curve will be shorter. Especially if you can segment this by types of customers, being even more direct and informative.
4 – Monitor what your customers do
Do you remember the proactivity required for the success area? So, for those who sell SaaS, it is essential to be aware if their customers continue using the contracted service.
Check their activities and monitor whether they continue using your tool normally or if the frequency has decreased.
If it has fallen, then the yellow signal is on. It may mean that the customer either does not see value in you anymore, or that he is having some difficulty.
So, it’s up to success professionals to immediately approach that 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 the support, for example.
That is why proactivity is important. You go after it to understand the problem and, when you identify it, act immediately to avoid churning.
If necessary, schedule an additional hour for a complementary implementation.
Focus on the main points of doubt that person has and make sure he stays with you!
5 – Chat with the support area
What are the most frequently asked questions that customers have? How many are repeated and refer to people who recently joined your company?
The success and support sector need to talk.
If there is a great recurrence in the same doubts, it is a sign that the implementation is falling short on the same points.
Identify them and put them more clearly on onboarding.
This will not only help with customer satisfaction (after all, they will not need to open a call to essential questions) and will leave support focused on more complex problems.
Otherwise, you will probably have to increase the 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 hired.
Anyone who sells software knows that updates are part of the routine.
Change a screen, a color, a menu. Add a different feature, or remove another one.
If the changes that have occurred significantly change the user’s experience compared to how it was before, then it will be necessary to:
- re-record videos for smaller shots;
- update the best practices manual;
- improve the presentation to fit the agreed time.
Also, do not forget to leave time for the user to clarify doubts when implementing.
Although you have a roadmap to follow, it is important to leave that opening. Especially because not everyone can have understanding at the same pace.
So, if your implementation lasts 1 hour, allow the last 15 minutes for questions.
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?
If you were unsure about this article or want to share some “pain” of your business, speak to a consultant today.
Enjoy and read two articles that will help you to have consumers always more satisfied with your company.
The first one brings 7 tips for excellence in customer service at all times.
The second talks about 9 tips on how to approach a customer for the first time.
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