In Part 1 of this blog, we reviewed why it’s so important to understand your customers’ time-to-value (TTV), or the time it takes for them to see the value of a new product or service. The shorter you can make this, the more likely they are to stick around. Generally if someone hasn’t seen any value by the 90-day mark, they will leave and probably go with a competitor.
A study published in the Harvard Business Review found that many companies are overly focused on “delighting” customers—trying to create that one magical experience that will somehow turn them into loyal, lifelong clients—but in reality, what drives customer loyalty is making it as easy as possible for your clients to succeed. Onboarding can play a big role in removing barriers to customer success.
Know What Your Customers Need
One of the best ways to shorten TTV for your clients is to understand exactly what they need or expect from your products or services. This information helps you cater training and onboarding precisely to the customers’ needs rather than wasting a lot of time (and probably overwhelming them) with information about bells and whistles that are not useful to them and will never get them closer to ROI.
Another piece of the onboarding puzzle in the first 90 days is communication. Having a single welcome email (or a few scheduled emails) can help, but if those emails are one-size-fits-all then it could be doing more harm and causing more frustration instead of helping that customer achieve success. Instead, tailor emails to individual client needs and set up clear communication channels with humans who can help them get the most out of the products or services.
Make Resources Available and Obvious
Many companies have a large knowledge base of articles and how-tos that could be useful to a new client. But instead of catering their training and resources to their needs, you send a link to the page and hope they can use the “search” feature to find those resources. The problem is that in those early days, the customer doesn’t really know what they need or how to make the most of what they just purchased, and endlessly searching through vast knowledge base repositories is the quickest way to make them not want to know or learn more.
On the flip side, if you don’t have good processes in place for your internal team, trying to customize and personalize onboarding for every client could quickly lead to burnout and frustration for employees.
Reduce Your Client TTV
The GuideCX platform is designed with both your team and your clients in mind and is a comprehensive solution to streamline onboarding so you can reduce client TTV and improve the chances of creating loyal customers that will stick with you for the long term.
- After the Sale: Key First Steps for Onboarding - August 5, 2020
- Best Practices for Improving B2B Customer Experience in Onboarding - July 20, 2020
- Breaking it Down – Why Simplicity Wins in Client Onboarding – Part 2 - May 15, 2020