Over the course of the last two years, many businesses have faced obstacles that brought many operations to a standstill due to the COVID-19 pandemic.
In a recent webinar, GuideCX Cofounder and Vice President of Sales, Todd White, spoke with Donna Weber, a customer onboarding expert with Springboard Solutions. They discussed how focusing on your current customers can be a powerful avenue to move operations forward.
In their discussion, Todd and Donna focus on three major points:
Engaging in ongoing onboarding.
Achieving productivity through transparency.
Alleviating modern buyer’s remorse through value and modern approaches.
Optimize Ongoing Onboarding
Five times more likely to return.
Five times as likely to forgive errors.
Four times more likely to recommend your company to others.
Up to seven times more likely to try new products.
Donna Weber explains ongoing onboarding using what she refers to as her customer success bowtie. This is joining the buyer journey and the customer journey, and the gap that exists between a deal closing and onboarding.
“This gap is where often you lose customers,” says Weber. “That’s where customers’ expectations are often ignored or forgotten. Companies are spending a lot of time to really build trust during that sales journey. But then during the customer journey, they lose that trust.”
It’s important to minimize this gap by engaging your current customers. You want to ensure they understand where they’re at and provide help with roadblocks during onboarding and beyond.
This approach of ongoing engagement helps existing customers be successful. And if they’re successful, they’ll trust in your organization’s ability to help them do so.
“Engaging your customers is the most important thing that we can do right now,” says White.
Generating Productivity through Transparency
One of the most effective ways to engage with your current customer base—especially with more and more organizations transitioning to remote work—is transparency. Allowing everyone involved in projects the access needed to monitor their current status ensures that everyone is on the same page and nothing is falling through the cracks.
“It’s really important to have that coordinated way,” says Weber. “Having a point person and having a system to provide that transparency so that you don’t feel the need to attend every meeting—especially right now, when we’re so overwhelmed with so many remote meetings.”
An increase in remote work due to the pandemic has led to new approaches and systems to facilitate transparency. According to a NorthOne report, 58.6 percent of all US companies offered remote work options in 2021, and a Gartner CFO survey found that 74 percent plan to transition some employees to remote work permanently.
“You really want to think beyond that initial implementation,” says Weber. “You might be using GuideCX or other tools where you’ve got this great, detailed way of how you’re going to implement and onboard a new account, but [you can] create some processes and scalable templates that [will be] continually driving customer behavior to their next levels of maturity.”
Curbing Modern Buyer’s Remorse
Over the last two years, people and organizations have had to adapt their approaches to business operations. Alleviating your existing customers’ concerns through engagement and transparency makes the customer experience more modern and demonstrates value.
“People have such a heightened level of anxiety right now when they’re buying things, and the budgets are being scrutinized a little bit more,” says White. “From point of purchase to going live, to enable the hand-holding of that experience is so key to the success.”
This approach can vary based on the wants or needs of your existing customers and where they are on the customer journey side of the ongoing onboarding bow tie.
“Whether that’s with a high-touch white-glove treatment—if that’s appropriate for your business—or a tech touch, or somewhere in between with a blended approach, not just throwing information at them, but solving problems and building trust so they stick around,” says Donna Weber.
Though many businesses are at least starting to resume operations, the methodology of engaging with your current customers through ongoing onboarding, increased transparency, and modernized experiences is a universal approach to improving relationships and successes for you and your clients.