If selling your software or service requires an onboarding process, one of the most important things you can ever do is receive feedback with a post-client onboarding survey.
In a pre-onboarding survey, you would have identified your customer’s desired outcomes, their needs, and their problems. Now is the time to find out if those goals were met with a post-client onboarding survey.
More companies are realizing that a good onboarding process reduces churn. “A mere 5% increase in retained customers and avoiding churn can increase your profits by 25% to 95%.” Examining your processes by collecting insightful customer feedback is a proactive way of further reducing that churn.
Remember, timing is everything, so we recommend sending this survey out immediately after the onboarding process is complete. Your customers’ time is valuable. Provide an easy-to-complete survey that allows for expansion if the customer chooses to add to their responses. Following are four sample questions to include in your survey.
“I am confident in using this software/service.”
Ask your customer if they strongly agree, agree, feel neutral, disagree, or strongly disagree with the statement above. This is a great way to avoid asking a leading question to get the most accurate response. This question will help you identify if you need more technical instruction, or, perhaps you didn’t align the features with their goals well enough.
“I feel my goals were met.”
Ask your customer if they strongly agree, agree, feel neutral, disagree, or strongly disagree with the statement above. Their goals and objectives should’ve been clear right from the beginning––with or without a pre-onboarding survey.
There’s no shame in trying to figure out why goals weren’t met if the response isn’t positive.
The most-likely reason for a negative response can be because they didn’t see the benefit your product or service can provide for them. This goes back to aligning features with goals. They didn’t see the most relevant parts of your product or service they were specifically looking for.
Have one or more of your goals changed during the onboarding process?
Ask your customer, “have any of your desired outcomes changed during the onboarding process?” As your customer was understanding your software, their problems and goals may have shifted. This question can help identify why they felt their goals weren’t met. Provide a “Yes” or “No” option and/or allow your customer to give a free response.
Any additional feedback?
Provide a space for your customer to give you any additional feedback if they wish to. Be sure to ask this question last, as the previous questions could trigger some additional thoughts and critique.
The goal is to get as much feedback as possible. Some customers are busy using your new product or service and may not be able to provide feedback. But when they are given a short survey immediately after the onboarding process, they are more likely to provide insight into their experience. A little is better than nothing!
- 4 Questions to Ask on Your Post Client Onboarding Survey - October 22, 2021
- 3 Questions to Ask on Your Pre Client Onboarding Survey - October 21, 2021
- 3 Benefits of a Combined Sales and Customer Success Team - July 21, 2021