In 1998 when Amazon was still just an online bookstore, owner Jeff Bezos told the Washington Post, “If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores.” Today, Bezos is the richest man in the world thanks to Amazon, which has expanded to sell basically everything you can imagine and accounts for about 50 cents of every dollar spent online. One of the biggest factors behind the success of Amazon is how personalized it is—the company uses information on everything you search and buy to create a better user experience next time.
For companies that are working with new clients, personalization should be one of your highest priorities. A cookie-cutter approach to the onboarding process can lead to a poor experience and could be the reason you’re experiencing high levels of churn. Personalization creates a lasting relationship and makes every client feel valued, increasing retention, upselling potential, and revenue, but it goes beyond just putting a person’s first name in your auto-generated welcome emails.
Use Data You Have
Your team (whether during the sales process or during the kickoff process for your onboarding) is probably collecting a lot of data about your clients, including their role in the company, goals, and more. Use this information to personalize the things you send them. For example, if you know that the CFO is getting weekly reports on the progress of onboarding, include information about the return on investment, or other critical financial data.
Cater Your Communications to Their Goals
Every onboarding blog out there has instructions on getting information up front about your clients’ goals. When you get this information, it shouldn’t just get stored somewhere in the software, it should be at the forefront of how you work with each client. Catering your communications to show how every step of the onboarding process is getting them closer to achieving their stated goals reinforces your value over and over.
Create Custom Templates
Every onboarding process might have a similar structure, but each client will be different, which means you should customize their onboarding templates and tasks to make sure you’re meeting their specific needs. You may even have a series of templates that you can pull from that allow you to create a truly unique experience for each new client based on behavior, goals, industry, and more.
Provide the Right Help
If you have a knowledgebase, use your onboarding process as a time to send them specific information that will help them make the most of your product. Don’t just send a blanket link to the landing page of your knowledgebase, create custom training and link to the most valuable pieces of information.
Personalization is one of the most critical parts of your onboarding, and it’s not always easy to do if you don’t have the right tools. GuideCX can help you create a completely unique experience for your clients while streamlining the backend processes so you can work efficiently.
- Successful Transitions from Sales to Onboarding: What it Looks Like - September 23, 2020
- After the Sale: Key First Steps for Onboarding - August 5, 2020
- Best Practices for Improving B2B Customer Experience in Onboarding - July 20, 2020