At Propel23, Maranda Dziekonski, Senior VP - Customer Success at HourWork, shared her learnings from building a value cycle to demonstrate ROI through customer onboarding.
In this session, Maranda spoke about:
This post provides key takeaways from the session.
While a focus on ROI isn’t new, it’s become more important in the current business environment.
With companies having to heavily scrutinize their spend, it’s more critical now than ever to weave in ROI throughout the entirety of the customer lifecycle – starting with onboarding, arguably one of the most important parts of the customer journey.
To make customer onboarding truly effective, you need to focus on:
Getting customer buy-in starts with a focus on buy-in right at the marketing stage and continues through the journey – with onboarding playing a key role.
The key to getting buy-in lies in:
This, of course, is never a once-and-done scenario. You need to continue to focus on getting buy-in and building trust as the relationship grows and evolves.
While multiple frameworks can help you with change management for customer onboarding, Maranda recommends the 7Rs approach.
1. Who raised the change request?
Identify the person who raised the need for this change. They are going to be potentially your advocate and the person who can help you navigate any internal issues.
2. What is the reason for the change?
Start with why. When you're thinking about change management, get buy-in by focusing on the customer’s ‘why’ to understand the problem statement you need to focus on.
3. What is the return required?
Identify the outcome of the change that you are trying to implement and who it will impact.
4. What are the risks?
Identify risks early, surface them with your customer, and discuss how you can mitigate those risks.
5. What resources will you need?
Understand the resources you’ll need to move the project. This will include understanding how much your team will need to do, and the ongoing investment to keep the customer lifecycle going.
6. Who is responsible?
If you don’t have one responsible party for a change management exercise, you effectively have no one responsible. Focus on identifying one responsible party for change management from the customer end – who will be your partner as you go through the customer onboarding journey.
The RACI (Responsible, Accountable, Consulted, Informed) model is a great way to approach this aspect.
7. What is the relationship between suggested change and other changes?
Ensure that you identify other changes that may need to be made within the customer organization – training, staffing, or other related tasks.
Ensure that you focus on creating value while also focusing on buy-in and change management. To ensure overall longevity within the customer base, you need to:
Focus on delivering value quickly and repeatedly.
Value is effectively valueless if the customer does not know and acknowledge they've achieved it.
The key to an ROI-focused approach is strategically partnering with different departments throughout the customer cycle – to ensure that ROI conversations are weaved into every part of the journey.
The ROI approach to customer onboarding consists of a repeating cycle of these five steps:
Here are a few things to keep in mind in the value cycle approach:
Maranda also shared an example of how her team used different stages of the customer lifecycle to demonstrate ROI and value to customers.