In part one of this blog post, we covered the importance of the sales and onboarding processes in creating successful user journeys, and eventually loyal clients. Now we’ll cover two more critical parts of the journey: adoption and lagging.
The goal of the onboarding process is to get clients to that “aha” moment in the shortest time possible (often called time-to-value, or TTV). You need clients to reach the adoption phase and begin using the product in a way that benefits their business.
However, it’s impossible to increase adoption rates or improve time-to-value if you don’t understand customers’ needs. It’s critical that you analyze the “what” and “why” for your customers to see what creates loyal, long-term clients. In other words, what are the actions your top retained users take? Alternately, what actions lead to a high level of churn? Having quality reporting features within your onboarding software and customer retention databases can help you find this information. It’s important for the onboarding and customer success teams to share this information, then brainstorm how to improve onboarding and retention efforts based on what you discover.
Companies that can successfully align the reason for a user purchasing your product (their why) with the features that will create ROI (the what in your software) will get people to that “aha” moment quicker. When clients are using your product in the way that provides them with the most benefit, they’re far more likely to renew.
Another important process for successful companies is the integration between customer onboarding, customer success, and product development. Onboarding and retention teams can help identify concerns or requests from clients that would improve the product and should be sharing that information with product developers regularly.
A lot of companies are aware of and track leading indicators—KPIs like adoption, usage, customer engagement, satisfaction, and net promoter scores. On the other side, lagging indicators are also important to measure, and often can help you identify which actions create long-term, loyal customers. The key is understanding the link between lagging indicators and the actions that can improve them. Some important ones to track include:
- Growth through cross-selling and upselling
While many companies have this information, the most important thing you can do is identify the clear links between specific actions and positive or negative consequences. For example, if your high churn customers take 50% longer to reach their TTV, you may need to create a more customized onboarding process to help these clients see the value of the software sooner. A competent and comprehensive approach to measurement and analysis can provide a better understanding of what creates loyal, lasting clients.
Learn more about how you can improve your entire customer journey, starting with a better onboarding process using GuideCX software. Schedule your demo today.