How a Stand-Out Onboarding Process Reduces Your Churn Rate

by Chris Arringdale Proactive Solutions

Customer success measures how well your customers reach their desired outcomes through your product or service. Helping your customers reach their goals requires a process that doesn’t rest solely on getting them up and running or putting out fires as they flare up; it involves every aspect of the customer lifecycle. There is one area, however, where you can build a strong foundation for self-reliance and seamless implementation for your buyers, and that’s by having a rock-solid onboarding process. 88% of businesses fail to adequately onboard their customers, which can contribute directly to the failure of a client to continue doing business with your company. Customer onboarding is critical to successful relationships and retaining your accounts in the long-term.

How Onboarding Makes a Difference

Onboarding doesn’t mean you hand a new customer a formal document and leave it to them to figure it out. Your content should creatively increase the customer’s familiarity and understanding of the product, membership, or solution they just purchased. A lot of apps, for example, lose 75% of new customers in the first week, so, everything counts. Welcome packages and detailed infographics that explain how your product or service functions — and what to expect — will help reduce friction during adoption. It’s critical at this point in the relationship to set the tone from day one; doing so builds trust between your business and the customer, and sets expectations by demonstrating what their relationship will look along the customer lifecycle. 

Integrating onboarding into your relationship with new customers can reduce churn rates, turn new users into life-long customers, and increase customer lifetime value. By successfully adopting a customer onboarding strategy, you create a positive customer experience from step one, which increases customer retention and promotes long-term company success.  

Did you know businesses will lose 75% of your new customers in their first week? Read on to discover ways to lower #churnrate through #customeronboarding in @kilterly’s latest #blog post: Click To Tweet

Building a Successful Onboarding Plan

What exactly does an effective onboarding plan look like? There are plenty of factors that go into creating a successful game plan. It’s all too common for businesses to not have an onboarding plan; a study found that 18% of businesses do not evaluate their process whatsoever. By following these steps, your customer onboarding plan will be headed in the right direction: 

  1. Work with your customer’s goals: What is it that your customer is expecting to achieve from using your product or service? It’s crucial to know their unique needs and address them in your onboarding process. 
  2. Set milestones: These serve as secondary goals and benchmarks that will keep your customers on track to meet their goal and on pace to get there expediently.
  3. Discover barriers between you and your customers: Is there a piece of your interface they’re struggling to understand? Or, maybe you’ve experienced communication obstacles between you and your customers. Determine where the barriers are, and work quickly to knock them down. 
  4. Automate as much of the process as possible: Sometimes waiting for a response takes time. To remove lags in the process you can send them solutions for their toughest problems in the form of webinar invites, how-to videos, etc by setting up workflows and automations in your customer success platform

Stay by the customer’s side: Customer success doesn’t stop once your customers have been onboarded. Your relationship will continue throughout the customer lifecycle, so let them know you’re available for support and vested in their continued, long term success.

Remember, your customer onboarding program is your way of leaving a positive, impactful first-impression on the customer. After constructing your plan, run a check to make sure it’s scaleable. Your customer’s wants and needs will change over time, and it’s your duty to ensure they’re met. Without staying up-to-date on where they’re located, what their interests are, and what their current problems are, you could see churn rates skyrocket quickly. 

Why is your churn rate painfully high? It’s super likely that it’s due to your customer onboarding plan. Learn how to tweak your plan and see results on @kilterly’s recent blog post: Click To Tweet

Customer Follow Up

By now, your customers have your trust. Trust is something that builds over time, which is why it’s essential to continue developing a relationship with your customers after they complete their onboarding. The majority of companies stop paying attention to customer onboarding after their first week. Make sure that they know exactly how to contact you, that the process of doing so is simple, and most importantly, that they feel comfortable reaching out to you. If you’re seeing some customers are lacking engagement and/or communication with your company’s product or service, take that as a sign that you need to pivot. Determine ways that you can successfully add to the conversation or upsell yourself. Having tailor-made plans that simplify and streamline the customer onboarding process means less time spent in implementation and more opportunities for upselling and renewals. 

If you’re feeling overwhelmed about tweaking your new customer onboarding process, don’t fret. Kilterly’s powerful customer success software can be integrated with your existing platforms without the hassle of manually updating your software. Their platform will help you defend against high churn rates by visualizing and organizing the behaviors of your customers, developing strong relationships between your company and customers, and providing your business with real-human expertise to help you answer any questions you may have. 

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