Customer onboarding process involves a series of steps to help a new customer understand and use your SaaS product better. It includes identifying goals, addressing queries and pain points, and incorporating the product into the user’s existing processes
Customer onboarding is a significant process for any company. For SaaS enterprises, it holds special importance as they mostly depend on monthly subscriptions or customer loyalty to grow.
To convince your customers to spend money on your product recurringly, you need to ensure a smooth experience and high performance. Onboarding is the starting point of that.
During this process, you can help address your customers’ pain points, make them see the value of your product, and establish a communication channel that is mutually beneficial. Basically, you need to convince customers that they made the right choice.
To ensure a successful onboarding program, first, let us discuss what customer onboarding is and how it is beneficial for your SaaS company.
What Is Customer Onboarding?
Customer onboarding involves a series of steps to help a new customer understand and use your SaaS product better. It includes identifying goals, addressing queries and pain points, and incorporating the product into the user’s existing processes.
When a user is new to your platform, they need guidance to get started. The advantage in this scenario is that the user has already been convinced to opt for or buy your product by the marketing team. All you have to do is keep the interest alive.
Creating a successful customer onboarding process involves following a list of best practices or tips as well as executing each step of the process efficiently. When these two aspects go hand in hand, it leads to an efficient onboarding for a great customer experience.
We will talk about both these aspects in this article.
Customer Onboarding Tips and Best Practices
There are some best practices to consider in terms of customer onboarding for SaaS companies. Before diving into the technicalities of the process, let us assess what they are.
Understand the user’s pain points
The first step is to recognize the unique expectations, challenges, and obstacles that your user faces. If you can personalize the onboarding experience, your new customer will feel valued and is expected to stick with your product longer.
Show how your product helps
Once you understand the expectations of the user, you should show them how your product can add value to their work processes. Explain through visuals or examples for better comprehension.
At any point in the onboarding process, you are expected to provide documentation about your product and how to use it best. Only calls or emails might not be assuring to the customer. The documentation should aim to guide the user if they’re stuck while using your product.
Keep in touch consistently
The onboarding process doesn’t end with your last training call or session. Make sure you keep in touch with the customer, inform them about new features or updates, and send regular emails with guides, insights, and so on. This way, they are more likely to opt for in-app notifications to remain updated.
Take a customer-centric approach
Your goals in the training should be aligned with the customer’s needs. Every interaction from your side must be positive and helpful. Once your customer realizes that you’re dedicated to improving their experience, you are more likely to receive positive reviews and recommendations.
Keep the feedback channel open
There is a way to measure your success throughout the onboarding process. At any step, the customer must be free to provide feedback and get their questions addressed. Additionally, you can make it a practice to track the user’s progress and performance for analyzing and evolving the process.
Avoid information overload
The customer onboarding process is meant to educate the user about your product. However, ensure you don’t overload them with information as that might make them wary of using your product. Break the information into set tasks and provide clear instructions for each process.
Encourage and acknowledge
Stay with your customer throughout their discovery process. When they start using the product, encourage them to try new features and praise their activities and performance. Celebrating milestones is also a great way to ensure your customer remains motivated to continue using your software.
Customer Onboarding Process Steps for SaaS Companies
To cover all aspects of customer onboarding, you should include the following steps in your company’s process.
1. Welcome Email
The first interaction you’ll have with the customer is through the welcome email. Through it, you can express gratitude for their purchase and express how happy you are to be associated with them. You can also mention how you’ll help them achieve their goals.
2. Signup and First Login
While signing up, you can send a greeting message to the user and invite them to register. Here, you can create a signup form that helps recognize the niche and demographic of the user.
Following signup, when the user logs in for the first time, there are a few steps that you can implement for setup. The first login must be smooth and fulfilling, or the user might be discouraged from continuing further.
Some steps you can include here are popups for permissions and enabling notifications, invitation to import existing data, and complete the product setup, etc. Once all these steps are accomplished, the customer is all set to use your platform.
3. Workflow and Activities
After deploying the welcome kit, it is time for your user to understand the workflow of the application. You can use video tutorials, demos, or other forms of guides to acquaint them with this process.
Additionally, you can use activities like workshops, quizzes, webinars, and practices to ensure consistent skill checks and performance analysis. The customer will always appreciate a quantitative report on their and the software’s performance.
4. Support Center
It is crucial to set up a support centre for new customers. When someone starts using your product, they are bound to need help at some point. If the documentation and tutorials aren’t enough, they can contact the support centre for real-time queries.
You can also include a common queries and Q&A section on your platform to help users troubleshoot their problems. This assures them that your product is user-friendly. For advanced issues, make sure you have tech support to help them.
5. Follow Up Communication
Customer Success professionals should be tasked with following up with new users to ensure they’re having a smooth experience. They should also perform regular check-ins and track progress towards their goals.
6. Measure Success
Encountering certain difficulties or push-backs is considered normal when an individual, team, or organisation adopts a new software. Your final task as part of onboarding should be to monitor results and identify areas of improvement.
Once the workflow is customised based on the user’s needs, the success rate will improve and so will customer satisfaction. Just ensure you stick with the customer until this phase is achieved.
The onboarding process sets the tone of the customer’s relationship with the product and how keen they would be to keep investing in it. Hence, any loopholes or glitches would impact the overall customer experience. If you follow these tips and the checklist diligently, you can make your SaaS onboarding process a roaring success.
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