Early this month, customer onboarding expert Donna Weber joined us to share insights and best practices for keeping customers accountable and engaged through onboarding and beyond.
The author of the award-winning book, Onboarding Matters, helps high-growth companies transform customers into loyal champions. She has helped hundreds of companies scale customer success, decrease the time to first value, and maximize customer lifetime value.
In the session, Donna talked about how we can:
Here are key takeaways from the session.
Human brains are wired to resist change. People default to fear and doubt when exposed to new things. We need to remember to look at customers as people first.
When you think about the neuroscience of customer onboarding, you can expect customers to experience or exhibit:
You must gain your customers’ trust and help them see the path ahead.
On average, most customer onboarding journeys take 90 to 120 days.
When customers don’t see the return on investment that the sales teams promised, it’s they feel disillusioned–not the best way to start a new relationship.
You need to deliver value as quickly as possible so customers feel seen and heard. Here are a few ways to do that.
A. Create a value drip instead of waiting for everyone to go live with the product. A few ways to do this include:
B. Commemorate small wins along the journey.
C. If you’re unable to get customers to product usage early, focus on enablement– mindsets, concepts, context, etc. to help customers transition to a new way of working. For example, a marketing company that takes 45-60 days to go live could provide value via strategic consulting or an exclusive community at the start of the client onboarding journey.
TL;DR: Think about delivering value as quickly as possible–even if it’s not directly via your product/solution.
A success plan captures the goals, outcomes, and objectives of the customer onboarding journey–while also defining how exactly you and the customer will work together.
The key is to involve the whole team, and not just the buyer, to capture risks, challenges, and blockers (holidays, internal organizational issues, bandwidth, existing projects, etc.) that could impact the customer onboarding journey.
Check out Donna’s Orchestrated Onboarding Success Plan Template.
Today, consumer purchases are designed to keep people updated at every stage of their journey, from buying to shipping to adoption.
Your customers expect this transparency and accountability when they do business with you.
Leverage technology to ensure visibility and transparency in your customer onboarding journey and drive customers to value.
As a purpose-built customer onboarding platform, Rocketlane is designed to help you prioritize transparency, visibility, and accountability for your customers.
Check out these customer stories to see what this looks like in action.
If you aren’t already using a tool for customer onboarding, why don’t you take Rocketlane for a spin?