Principles & Best Practices of Effective Customer Onboarding
There is no one-size-fits-all approach to customer onboarding.
Every company has a different approach depending on the nature of the business, as well as the circumstances surrounding the company.
However, the core of the process and principle are the same for everyone, also considering the regulatory guidelines that need to be followed.
It pays off to understand the core principles and practices of effective onboarding. Please find in the following some examples to follow when implementing any onboarding program:
- Coordinate with other business units.
Customer onboarding involves multiple business functions and departments. This requires clear communication and coordination. Ideally, onboarding should involve cross-functional teams including an onboarding specialist.
The coordination will help produce an onboarding program that is cohesive, well-executed / streamlined, and will get better results overall.
- Learn from customers and let them guide onboarding efforts.
Obviously, customer onboarding is all about the customers – their needs, their goals, and their experience.
Staying customer-centered is crucial, so developing mechanisms built into the fabric of the business process itself is key, such as:
- Data collection: Software analytics and user feedback should be regularly evaluated.
- Leaning from that data: Insights from that data will tell organizations what their users expect, where the current products / services work, and what needs fixing.
- Implementing changes based on that information
- Stay agile and adaptable.
“Agility” is a style of software development but at the same time also a corporate mindset.
For an onboarding, agility means:
- User-led design and execution: The importance of user feedback was already underlined. Businesses must be able to drive change and develop customer-centric products / services based on the received information.
- Collaboration and communication: Internal and external communication is important. The better the collaboration within the team, the better the orchestration and products / services.
- Being open, ready, and willing to change: Teams have to have an agile mindset, the ability to adjust their activities quickly, as well as be willing to adopt new approaches when necessary.
- Focus on usability, utility, and the user experience.
Usability is a critical attribute of any product, and it plays a large role in customer onboarding. The more difficult a product is to use, the more likely it is that the user/ customer will abandon products.
There are several reasons for personalization:
- Personalization makes product experiences immediately relevant for the individual customer (e.g. personalizing marketing and sales communications, instructions tailored to specific audience segments, etc.)
- Custom-tailored onboarding experiences are simpler, decreasing information overload (e.g. Providing customer data to support staff to improve the relevance of support conversations, etc.)
- Users feel more “in control” of personalized experiences, and that feeling has a positive mental effect, the opposite feeling we get when experiencing information overload.