Tobias Kederer: Understanding Customer Perspectives

By Harris Clarke
Sep 28, 2021

Tobias Kederer is the founder of The Delivery Advisory Group and has worked as a consultant in industries like healthcare and financial services for over 20 years. We’re lucky enough to feature him as a guest on our podcast, which examines customer perspectives. During our discussion, Kederer focused strongly on the moments that have the greatest impact on customers when it comes to onboarding, scaling, and maintaining simplicity.

 

Technical vs. Tactical Onboarding

While it has become a staple in recent years, Kederer discussed how onboarding is still a relatively new term. As a practice, Kederer believes onboarding consists of two focuses: one technical, and one tactical.

On the technical side of things, you have the procedures involved in bringing a customer on board, including configurations, data integration, and acceptance testing. While these things are integral to both your and your client’s success, Kederer believes the focus is moving even more towards a tactical approach that involves more relationship-building and customer success planning.

“At the end of the day, the objective is not to check the boxes in your contract. At the end of the day, your golden objective is for the customer to successfully utilize your product,” Kederer said.

 

Consider Your Customer’s Customers

While it’s important to focus on your customers and their success, it’s equally important to consider your customer’s customers. In this regard, Kederer believes that companies with a B2B business model can learn a lot from those with a B2C business model.

One of the most effective models in which this can be achieved is through transparency. Immediately providing a clearly defined onboarding process with your customer helps them to see not only the steps but also the end goal for their success. According to Kederer, this process should also have the end-user in mind. And the ultimate goal should be providing them with an easy-to-use system that will provide continued customer—and end-user—satisfaction.

“Instead of thinking about just one customer, think of hundreds or thousands of customers,” said Kederer. “Don’t just have that individual view, but look at it at scale.”

 

One Size Does Not Fit All

“What may work in the maturity and size of one company may actually be detrimental right for someone else,” Kederer said. This is something to consider when it comes to the major differences between companies in terms of size and scale.

While smaller companies approach things one way, larger enterprise organizations cannot apply the same business model, even if they are in the same industry. This pertains to all aspects of the organization—including onboarding—and while this may seem like an obvious approach, it bears repeating because if the wrong approach is taken, it can be detrimental to both your and the client’s success.

“A lot of customer success focuses eventually on renewals, but if the first step is a misstep, there’s nothing to renew,” Kederer said.

 

During our discussion, Kederer and I touched on a number of other topics and examples of the best methods of not only client but also employee engagement, as well as how to best demonstrate time to value for your clients. To hear more of our discussion, check out my podcast interview with Tobias Kederer here.

Harris Clarke

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