{"id":11538,"date":"2021-04-01T18:57:21","date_gmt":"2021-04-01T18:57:21","guid":{"rendered":"https:\/\/jboitnott.com\/?p=11538"},"modified":"2021-09-20T16:34:52","modified_gmt":"2021-09-20T16:34:52","slug":"a-step-by-step-guide-to-customer-onboarding","status":"publish","type":"post","link":"https:\/\/jboitnott.com\/zh\/a-step-by-step-guide-to-customer-onboarding\/","title":{"rendered":"A Step-by-Step Guide to Customer Onboarding"},"content":{"rendered":"

Delivering a positive\u00a0customer experience<\/a>\u00a0gives new customers a sense of confidence that they selected the right partner for their business. It also helps bolster your odds of retaining them. However, if new customers do not understand your product or get the expected benefit from it, then they\u2019ll leave you for your competition.<\/p>\n

Developing an exceptional client onboarding process helps your company create that great customer experience for your buyers. From information on how to get the most from your product to maintaining a solid customer information dataset, your customer onboarding process can cover all touchpoints and strengthen your relationship with each purchaser.<\/p>\n

This customer onboarding guide will cover essential aspects of onboarding new customers, including best practices for implementing it within your customer service process.<\/p>\n

Overview: What is customer onboarding?<\/h2>\n

While you may have heard the term \u201conboarding\u201d in relation to new employees, you may not be as familiar with customer onboarding. The intent in both contexts is similar: Make the new person feel comfortable enough to stick around by making them feel valued from the first time they interact with you.<\/p>\n

By definition, customer onboarding is a product orientation process for new users and new customers to help maximize\u00a0customer satisfaction<\/a>. You can onboard customers through various tactics, such as step-by-step tutorials, support offers, and targeted content.<\/p>\n

Why is it important to have an established customer onboarding process?<\/h2>\n

Taking a customer-centric approach to onboarding dramatically influences customer success in the long run, especially when it comes to retaining those customers. However, there are other reasons why you should develop and implement a customer onboarding process.<\/p>\n

1. Starts new customer relationships off on the right foot<\/h3>\n

Since first impressions are everything, know that a client onboarding process that walks a first-time purchaser through the customer journey with assistance along the way tells that individual what it will be like to work with you. By onboarding a new customer with a clear and consistent process, you\u2019ll give them the knowledge that their experience will be personal and memorable.<\/p>\n

2. Increases customer lifetime value<\/h3>\n

The more value you demonstrate upfront, the greater the\u00a0customer lifetime value<\/a>\u00a0you can create to sustain or even grow your revenue streams. The onboarding process can also help you understand customer needs and how they change over time. This empowers you to make necessary adjustments and keep providing an exceptional experience.<\/p>\n

3. Transforms new users into brand advocates<\/h3>\n

For many years I\u2019ve seen that when companies make a good impression with new users, those people spread the word. You want your business to give people the confidence to share their positive experience with friends and colleagues.<\/p>\n

This creates loyal fans who understand the value of your product and your brand. Suddenly, you\u2019re winning customers through\u00a0word of mouth<\/a>\u00a0rather than through sizable investments in marketing tactics.<\/p>\n

4. Lowers customer churn<\/h3>\n

Churn means you are losing customers. It’s vital to keep your churn rate down so you don’t have to keep spending so much to win new customers. Customer onboarding assists with customer retention by nurturing the relationship on an ongoing basis to keep the customers who fit your business model.<\/p>\n

How to create a customer onboarding process<\/h2>\n

Now that you know what it is and why you need it, the next step is to develop and implement your own successful customer onboarding process. Here are the steps to take for user onboarding.<\/p>\n

1. Create specific goals for customer onboarding<\/h3>\n

To create the overall program, first clarify what you want to achieve with it. Formulate specific goals that define your customer onboarding program and align these with strategic business objectives.<\/p>\n

For example, at the very least your goals for the onboarding process should help customers understand how to use your product, make them feel confident about working with your brand, and illustrate how your offer helps them address certain needs.<\/p>\n

I\u2019ve known founders who set a goal that during onboarding, people learn the story of how they came up with the idea for their business. This goal helps assure that customers will get to know the brand well early on, and perhaps even stay loyal to the brand longer.<\/p>\n

2. Establish a customer onboarding team<\/h3>\n

Your customer onboarding team should include a\u00a0customer success manager<\/a>\u00a0who has the knowledge base to assist customers and deliver a good experience. Some of the best customer success teams I\u2019ve seen also include a subject matter expert, an instructional designer, and a project manager.<\/p>\n

Each member of this team plays a role in providing some aspect of the onboarding process for the product and how to help the customer understand its value. I often see smaller companies that have one or two people who wear two or more of these hats.<\/p>\n

3. Align process to milestones and metrics<\/h3>\n

Use your existing customer interaction data to identify customer service issues that need to be addressed so that the onboarding process can cover those with staff training, if necessary. Find out why customers saw those interactions as problems, if possible. This will allow you to develop strategies to improve those areas.<\/p>\n

Tackling touchpoints could involve a number of strategies, such as follow-up emails, calls to help customers, and a knowledge base or help desk that offers tutorials and content about product features and applications. The key is to spend time studying the data, as this will shape your\u00a0personalized customer service<\/a>.<\/p>\n

4. Generate valuable learning content for customers<\/h3>\n

Based on the findings from your data, start putting together written and visual content. Consider including videos, if this format can help your customers understand your product. This is where a subject matter expert and content team can provide a wealth of expertise and guidance about constructing walk-throughs on product functionality and features.<\/p>\n

The content may also include other aspects of the customer onboarding process, such as sending a welcome email, creating a portal with additional content, and offering a library of articles.<\/p>\n

5. Leverage learning technology<\/h3>\n

The next step in creating your customer onboarding program often involves an instructional designer and graphic designer. All the content is now moved to a learning management system (LMS) where customers can access the content and resources you’ve developed, such as articles, videos, quizzes, and more.<\/p>\n

6. Test and conduct a prelaunch<\/h3>\n

Before sharing this customer support platform with your audience, your customer onboarding strategy should include testing and a prelaunch event. That means troubleshooting technical issues or bugs, as well as reviewing all content for formatting, grammar, and ease of use. Taking the time to do it right is all part of effective customer onboarding.<\/p>\n

In your test phase, you can also work with beta testers such as employees who aren\u2019t team members, as well as longtime customers and other stakeholders. They can share their feedback before it goes live to the rest of your customers. Finally, with the help of your marketing and sales teams, a prelaunch event can help build interest in the onboarding program.<\/p>\n

7. Implement your onboarding program<\/h3>\n

While you may always find room for improvement throughout the life cycle of the onboarding program, you have made a concerted effort to tackle many issues and are now ready to launch your new program.<\/p>\n

8. Follow up<\/h3>\n

Regularly follow up with customers to see if they have any pain points you need to address in the customer onboarding program. During the assessment phase, you can review metrics like KPIs as well as your original goals to see if the program is doing what you intended or if changes are necessary.<\/p>\n

7 best practices for customer onboarding<\/h2>\n

As part of building your onboarding program, try these best practices.<\/p>\n

1. Study your customer<\/h3>\n

Learn everything there is to know about your customers, including their preferences and the obstacles that challenge them. Develop or refine user personas. That will help shape your content and approach.<\/p>\n

2. Always focus on value<\/h3>\n

Leverage use cases to showcase the value your brand and products or services offer customers. Specific examples help them relate better to what you provide.<\/p>\n

3. Communicate constantly<\/h3>\n

After your welcome email, your onboarding process must continue to interact with customers. Make sure they know about your tutorials, articles, and guides. Also, design and implement effective email campaigns. Ongoing\u00a0customer communication<\/a>\u00a0will keep them engaged and loyal.<\/p>\n

4. Make onboarding a personalized experience<\/h3>\n

Thanks to\u00a0customer service software<\/a>\u00a0automation, you can do more to make the onboarding process more personalized for customers. Look for ways to target segments of your customer base with information that\u2019s specifically useful to them.<\/p>\n

5. Seek positive experiences<\/h3>\n

Every customer interaction should create a consistently positive experience. This will keep them signing on for more products or services as well as encourage them to recommend your brand to others.<\/p>\n

6. Keep measuring results<\/h3>\n

The goal is to continually\u00a0improve customer service<\/a>, so continue to analyze all customer feedback and track metrics. Always look for places, like content or process, that could provide a better customer experience.<\/p>\n

7. Celebrate milestones of all sizes<\/h3>\n

Acknowledging milestones of all sizes is a feel-good moment for team members, the company, and customers as well. Each win means another ongoing customer relationship.<\/p>\n

Prioritize the customer experience<\/h2>\n

A well-designed customer onboarding program can assist customer retention efforts and help build a larger following for your products or services. Some of the biggest problems that cause customer churn include a lack of understanding about your product, and a lack of perceived value. A solid onboarding process can nip these issues in the bud from the start.<\/p>\n

 <\/p>\n

Thanks for reading! Do you want to create thought leadership articles like the one above? If you struggle to translate your ideas into content that will help build credibility and influence others, sign up to get my latest online course \u201c<\/em><\/strong>Writing From Your Voice\u201d here<\/em><\/strong><\/a>.<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Delivering a positive\u00a0customer experience\u00a0gives new customers a sense of confidence that they selected the right partner for their business. It also helps bolster your odds of retaining them. However, if new customers do not understand your product or get the expected benefit from it, then they\u2019ll leave you for your competition. Developing an exceptional client […]<\/p>\n","protected":false},"author":1,"featured_media":11541,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[843],"tags":[287,844,413,845],"class_list":["post-11538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-onboarding","tag-customer-experience","tag-customer-onboarding","tag-onboarding","tag-onboarding-process"],"yoast_head":"\nA Step-by-Step Guide to Customer Onboarding - John Boitnott<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fool.com\/the-blueprint\/customer-onboarding\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Step-by-Step Guide to Customer Onboarding - John Boitnott\" \/>\n<meta property=\"og:description\" content=\"Delivering a positive\u00a0customer experience\u00a0gives new customers a sense of confidence that they selected the right partner for their business. 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