Using Psychology to Your Advantage in Client Onboarding

By Harris Clarke
Apr 21, 2020

The onboarding process is a time for you to show your clients how to use your product or platform, but it’s more than just a training session. Successful onboarding will help clients get to a point where they are able to maximize your product to achieve the goals that made them want to purchase it in the first place.

You can use psychology—the study of minds and our behaviors—to your advantage in the process. This is especially useful if your onboarding process is long or your product is complicated and requires a lot of buy-in from your client to work as intended. Here are a few ways to keep your clients engaged through the process.

1: Keep Things Simple

Many companies assume that the more information you give your clients, the better. Too many choices and too much information can be detrimental, according to one study where researchers discovered “action paralysis”—that more choices can make a person feel too overwhelmed to make a decision. During onboarding, keep things as simple as you can and provide clear and concise instructions to move forward in the process.

2: Give People Tasks to Complete

Have you ever noticed that television shows often end an episode or season with a cliffhanger? The reason is that psychologically people want things to be complete, so they are more likely to come back next week or next season to see how it ends. You don’t need to create Hollywood-level suspense in your onboarding, but you can use the psychological desire for completion to your advantage by giving people important tasks that you know will help them succeed when they use your product. For this to work most effectively, you need to have an understanding of the things that create value for your clients and lead to long-term customers, as well as what steps they should take to get there.

3: Get Clients Invested

Researchers from Harvard studied the value people place on something and realized that when people have to do some work to create a finished product (like assembling furniture from IKEA), they are willing to pay more for it. They dubbed it the “IKEA Effect”, and you can use it to your advantage. The more you can get your clients involved by assigning them some tasks along the way, the more invested they feel and the higher value they will assign to your product. The GuideCX platform allows you to easily integrate clients in your tasks just like your own team members, allowing them to see their assignment and check off a task as soon as it’s complete. This has the added benefit of keeping everyone accountable because everyone can see who is holding up the process if a task is overdue.

Use software as a tool to create a more effective client onboarding process with GuideCX. Find out how we can improve your onboarding workflow by scheduling a demo.

Harris Clarke

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