Building a Better B2B Onboarding Experience
By Peter Ord
Dec 14, 2020
technology illustration
B2B onboarding is unique, but for companies that operate in this space, good B2B customer experience is essential. Your customers have high expectations about the products they purchased, and in many cases those products have higher costs and a longer lifespan than B2C products. What that means is your implementation and onboarding process will likely take longer. Getting that process right can solidify a long-term relationship with a valuable B2B customer.

 

Here are three important pillars of effective B2B onboarding processes.

 

Speed

 

One of the most important metrics in any customer onboarding process you should be measuring is the time it takes for your customers to understand and really see the value of the product they purchased—time-to-value, or TTV. In many cases, the person who signed the check to purchase the product won’t be involved in the actual sales or implementation process, so it’s critical that you can demonstrate to that person (often a very important stakeholder) how valuable your product is in the shortest time possible.

 

However, in order to shorten your TTV, you must know what steps and what actions lead to value so you can streamline your process to get there as soon as possible. The ability to analyze your customer actions and implementation processes with quality reporting can provide insight into these metrics.

 

Simplicity

 

The best customer experiences in onboarding are those that require the least effort on the part of your customer. That means everyone knows what they need to do, when they need to do it, and how far along you are in the process. Traditional project management software that only allows your internal team access makes this hard and usually leads to a lot of manual work and emails back and forth between you and your clients for status updates, assignments, and implementation activities that require customer input.

 

Transparency

 

The implementation process for a B2B product is probably going to be longer than some consumer products. For processes that take anywhere from 30 days to sometimes a year (or more) require a lot of transparency in the process. Your onboarding software needs to be able to accurately forecast timelines for each phase, milestones, and the end date. Setting a vague future end date will only lead to frustration, poor customer experience, and a higher chance that your B2B customer will be looking for alternatives once your contract period is up.

 

Improve Your B2B Onboarding with GuideCX

 

GuideCX was built specifically to address the common pain points of B2B implementations. Find out how our software can improve transparency, simplify your process, automate as much as possible in your onboarding, and speed up your time-to-value for customers. Start a 14-day free trial today.

Peter Ord

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