How to Create an Onboarding Strategy that Wins Clients for Life
Husam Jandal
World-Renowned Digital Marketing Consultant and Business Strategist - Helping Businesses Drive Growth Through Innovative Digital Marketing and Business Transformation Strategies
Onboarding new clients can make a big difference in creating positive first impressions that set the tone and establish expectations for the future. They have a significant impact on client satisfaction and can influence the health of your business.
What is a Client Onboarding Strategy?
A client onboarding strategy simply includes the steps taken by a company when a new client accepts its services. ?It can be a very brief interlude focused on signing paperwork or seeing to any legal concerns, or it can be drawn out with fanfare and excitement. You can think of it as an orientation--it's anything that happens after the sales process concludes and before the client begins using your product or services.
Who Needs a Client Onboarding Strategy?
A new client onboarding strategy is a great benefit for any company that serves people. A survey by Wyzowl has shown that more than 55 percent of users have returned products, while 88 percent have deleted apps because they were not sure how to use them. Meanwhile, pwc surveys show that 42 percent of respondents are prepared to pay more for a welcoming and friendly experience. A majority of respondents believe that friendly service and knowledgeable assistance are the most important aspects of a positive experience.
Almost any company can benefit from onboarding new clients, but if your offerings are ever undervalued or misunderstood, or you’re in an industry that relies heavily on trust, it’s well worth your time to create a solid strategy.
Here Are a Few Examples of Industries That Can Benefit From Customer Onboarding:
What Are the Benefits of Having a Client Onboarding Strategy in Place?
From a customer service perspective, onboarding is a positive experience that translates into a clear-cut business case.
1. Attract more customers.
According to Wyzowl research, nearly two-thirds (63 percent) of customers believe that the support they receive after a sale influences their decision to work with a company. Simple things like promoting an onboarding process can influence customers' behavior and help them win.
2. Customers churn less.
According to HubSpot, customers who are not provided with proactive support or have difficult experiences using a business's website are the most common reasons they leave. Onboarding provides clients with some assistance to help them navigate their issues and feel supported. This increases client retention.
3. It can help you save money.
According to Invesp, companies spend five to 25 times more on acquiring new customers than it would cost to retain an existing customer. You should never stop growing, but the higher customer retention rates mean you don't need to spend money on replacing customers that are losing.
4. Great experiences boost profit.
More than 40 percent are willing to pay more to have a great experience, as we've seen earlier. Harvard research also shows that a five percent decrease in churn increases profit by 25-95 percent.
5. Customers who return to us spend more.
According to Small Business Trends, 65 percent of a company’s business comes from existing customers. Business.com reports that customers who are already customers spend 67 percent more than those who are new.
6. Onboarding increases client referrals.
A Harvard Business Survey found that more than 80 percent agreed with the statement, "Onboarding increases customer loyalty and referrals."
7. Businesses that invest in the customer experience have happier employees.
When experience is the focus, enthusiasm becomes part of a company’s culture. Employers who make this a priority experience a 20 percent increase in engagement per Forbes.
8. Administrative concerns are built into your workflow.
HubSpot surveys show that more than 40 percent of agencies say they don't have enough time for administrative tasks. You can make user onboarding a part of your daily workflow and free up time for more routine tasks, such as legal paperwork. This will also give you the chance to get feedback from clients and discover what their needs are.
What Makes a Great Client Onboarding Process?
It takes a lot to create a great onboarding process. To ensure that everything is covered, you can use these best practices to help you create your own.
Understanding
Get to know the client's business model and offerings.
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Personalization
Even if the onboarding process is repeated a million times, it doesn't have to be the same every time. Find ways to personalize the experience for each client. It will help you build a relationship.
Clear expectations
It is important to let the client know exactly what you will deliver, when it will be delivered, and what they are responsible for. This will avoid any misunderstandings later.
Value
Businesses often focus too much on the features and benefits of their products or services instead of how they affect the client. Find ways to show the value of your products and services.
Materials before and after
You can give the client reading materials or refresher courses to help with recalling what you have discussed. They'll be more likely to use the materials you provide, even if they don't actually use them.
Smooth handoffs
No matter if the client is just moving from sales to customer success, or if there are other team members involved, ensure that each handoff goes smoothly for them and that they feel welcome at every step.
Ongoing support
Provide clear instructions to the client, explain how they can get help, and make it a point to check in with them regularly to ensure they are doing well.
Customer-oriented goals
Focus on customer satisfaction and not your business metrics. Instead, choose goals that show clients are satisfied and can adapt well to change.
Important Steps to Include in Your Client Onboarding Process
Standardized onboarding procedures are key to ensuring success every time. Below are some steps that you might want to add to yours.
1. Be sure to give the client a warm welcome.
Begin with a basic welcome email. It's a good idea if you work in an industry that requires trust or has high drop-off rates following signup to make a call.
2. Assess the needs of the client.
Spend time listening to your client and getting to know their needs. To get the whole picture, it is a good idea to meet multiple people in the company.
3. Assign roles and ensure each person knows theirs.
After a few onboarding sessions, everyone on your team will be comfortable enough with their roles that it is almost like clockwork. However, you must always remind everyone before, during, and after the onboarding session that they have everything they need to complete their next steps.
4. Provide everything the client might need.
Access to passwords, programs, numbers, or other resources should be easy to find for clients. It is important to organize it in a neat way, such as a single email or a folder, so that they can easily find what they are looking for.
5. Plan your future check-ins and stick to them.
Client check-ins offer a chance to help them with any issues they may be having and celebrate their successes. Check-ins are often scheduled at 7,30, 60, and 90 days. However, you have the option of doing them more frequently depending on your client's needs and the nature and structure of your business.
Get Help Creating an Onboarding Experience that Wins Clients for Life
Onboarding should produce results for both the client and the business. If you don't see the results you want or are unsure how to get them, I can help. As a marketing consultant, with a background in education and business, I have helped many organizations improve their client experience. This includes initiatives such as onboarding, increasing profit, and creating efficiency. Contact me for a complimentary consultation.
You can also read this article on my website, How to Create an Onboarding Process that Wins Clients for Life.
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