The marketing role ends at attracting, engaging and converting ideal prospects into customers, but that is not the end of your revenue operations. These customers need to be retained by giving them a taste of your company, the product, the value you add or the problem you solve, and most importantly, making them feel valued right from the start. This sets the tone for the relationship with the company.
An exceptional customer onboarding process makes customers familiar and comfortable with your product. It encompasses a step by step tutorial, guidance and support along the way, celebrating milestone achievements and ensuring that the process is a breeze for them. This process has long-lasting benefits for the customers and the business. Just like digital employee onboarding gives a taste of your company culture to the new hires the same way customer onboarding throws light on what is in store for the customer.
When the information customers need to access products is readily available, they can move seamlessly and start trusting you. How you onboard will set the nature of the relationship, improve customer lifetime value, reduce churn rate, and eventually turn these customers into raving promoters of your company. There are a few facts that stand testament to the importance of onboarding.
- It is six to seven times more expensive to attract new customers than to retain existing ones
- A significant chunk of the revenue comes from existing customers who purchase more frequently.
- Happy customers tend to become your primary referral sources.
- A 5 percent rise in customer retention can enhance the company revenue by 25-95 percent (Hubspot)
- Eighty percent of the company’s future profits will come from 20 percent of its existing customers. (Gartner Group)
In short, customer onboarding is imperative to business growth by ensuring and improving customer retention.
The Customer Onboarding Process – the ultimate guide
Just because customer onboarding is essential does not mean it makes things difficult for the customer. If they have to go through mounts of paperwork and a lot of back and forth with the company making it time-consuming, it can lead to dissatisfaction.
Start by digitising the customer onboarding process.
There are turnkey solutions on the market that digitise the end-to-end customer onboarding journey making it paperless while ensuring ten times faster service activation. These onboarding products are powered by artificial intelligence and built on liveness detection technologies, Aadhaar based eSign, and intelligent facial recognition while being regulatory-compliant. These form a strong foundation for the customer relationship by seamlessly onboarding customers at scale.
Make it user friendly.
To get customers acquainted with your product features, customise the flow based on the user’s specific needs. Make resources accessible to make the process autonomous; for instance, if they need to watch a welcome video, make it accessible to watch it when they find it convenient rather than coaxing them into doing it.
Send a warm welcome E-mail.
This is the company’s first correspondence with the new customer and should be positive. Congratulate them, appreciate that they have chosen you over others and show them your excitement levels for having them on board.
In-app greeting message and account setup
A greeting message is different from the welcome e-mail as this is present on the app when they first log in. Don’t overburden them at this stage and follow the best practice of asking them to set their password and turn on e-mail notifications. Include a video to guide them
Product Setup guided tutorial.
This tutorial is essential but should be optional for the customer. This will be a step by step setup process to guide the customer.
Showcase the value of features
When the customer signs into the portal for the first time, there are features without data. These should be filled in with educational and actionable content to describe the feature and determine its value. This will encourage customers to start using it.
E.g. Showcase an autoresponder feature like this – Send 1000+ e-mails in a matter of seconds with the click of a button
Include Feature Callouts and tip banners
Make use of a tip banner that pops up and guides the customer around the product and calls out essential features that can be useful to them. These banners are great introductory content but are not a substitute for the tutorial.
The most significant part of the customer onboarding experience is showing your customers how to use the product and gain value. The ideal way is through an intuitive and interactive exploration of the product. They learn better when they browse the product themselves.
Last but not least, make sure to check with them from time to time. And don’t forget to celebrate mini-milestones as they showcase how the customers have come closer to their end goals.
Read More About Smarts Timer.