Defining “Success” in Client Onboarding

Most companies have an onboarding process, whether it consists of a single welcome email or several months of hands-on communication and coordination by your team. Onboarding is a critical part of getting your clients up to speed once they start working with your company, so you definitely need to have something in place.

The problem for many companies is that they check all the boxes, but fail to take a step back and determine how they should define “success” in the onboarding process. Without a roadmap for what you hope to accomplish, and measurable goals to determine when you succeed, you can never optimize your client onboarding process.


Decide What You Want to Accomplish

Before you set up an onboarding process, sit down with your team and determine what makes a client successful in the long term. If you have a complex business technology platform, for example, measuring onboarding success has to go beyond getting clients a login and checking a box when they first access your platform.

It’s also important that you don’t jump to conclusions about what you think comprises a successful onboarding. Instead, look at the data you have from past clients to determine what factors are in common for clients that stay with you a long time, and create a process to get them on track to achieve those things. For newer companies without a lot of historical data, sit down at least once a month to look at the data you do have and tweak your onboarding accordingly.


Program- or Product-Optimization Metrics

One way you can measure successful onboarding is by measuring the actions your clients take during and after the onboarding process. For example, during onboarding, that might include:

  • Consecutive days they log in to the platform
  • Online training courses completed
  • Online course completion rates, or drop off rates

These metrics will vary based on what you offer your clients and should be focused on specific tasks or actions they take during and after onboarding.


Business Impact Metrics

The next metric you can use to measure success is the impact your platform has on the client’s business. To properly measure this, you need to understand the client’s goals and set up tracking mechanisms to see improvement. For example, if your platform is geared toward driving people to a website, measure a baseline for daily new website traffic before and after the implementation to demonstrate that the platform is having a positive impact.


Measuring and Reporting

If you can measure it, you can manage it,” is a variation on a quote from management guru Peter Drucker. The same is true with onboarding—what you measure and track will improve over time. Having specific metrics and regular reports on what’s working in your onboarding process will make that process better, which is good for you and your clients.


Track and Improve Your Onboarding

The first step toward more successful onboarding is a platform that streamlines all your processes and helps you report on what’s working and tweak what’s not. Schedule a demo to see how GuideCX can help with these things.

Todd White