Customer Onboarding ... Much more than a welcome

The first impression is what counts, and if it is a new client, even more.

It will have happened to many at some time, having to change banks, cell phone companies, internet providers, cable TV operators, vehicle insurers. Or maybe start flying on another airline, use the train instead of the subway, change your virtual wallet, change your operating system, and you could go on with many more examples.

They all have in common that period that is passed as a new user / client, which depending on different factors, can be more or less prolonged, little or very pleasant, and result or not in a good experience as a client.

Many denominations have taken this stage of every new client in the services / products of a company: customer incubator, babysitting, welcome pack and the most widespread: Customer Onboarding.

Now, for how long does this stage last? It will depend on the customer's profile and the type of service or product purchased, although it is understood that it may vary up to a maximum of 3 to 6 months.

In the best way or not so much, companies make the new customer feel as such, either because they have planned the comprehensive management of their experience or because they do not provide a different treatment than a base customer with a certain seniority.

The main mistake that has always been made is to think and act considering that all efforts remain in the sale stage, leaving the customer who has trusted us their loyalty when choosing us helpless.

Designing and implementing an appropriate onboarding strategy will ensure important benefits, among which we can highlight: decreasing early losses (churn), improving NPS / Satisfaction and increasing FCR, which translate into maximizing profits and reducing losses.

This strategy should guarantee the same customer experience in all channels, ensuring the correct omnichannel so that no differences are perceived from one channel to another.

The idea is to anticipate the needs and requirements of the client regarding the use and enjoyment of our products and / or services, supplying by different means all the information that is necessary so that the transit for the first months as a client of our company is pleasant, pleasant and without difficulties.
One of the first milestones that generates uncertainty in the customer, is usually the first and / or second billing, where he will try to validate if what he was informed at the sale stage is fulfilled.

A correct training of the customer service channels will allow to advise the customer, although the challenge will be to generate the first moments wow! in his experience with our company; surprising him will be a goal to pursue.
It is in this stage where we find the most fertile ground to generate the true differential that allows us to increase loyal, committed customers and that they recommend us ... in other words: achieve fans that are not customers.

But how do you surprise the customer? From the conceptual point of view, it will be generating actions that you do not expect: granting you a differential and personalized treatment, recognizing you as a new client, welcoming you, providing essential information, indicating all the benefits that you can enjoy, in other words: making you feel welcome to the best decision that you could have taken when choosing us as a company.

It is during onboarding that it is also important to make all customer data reliable, which will allow us to use all possible contact channels and will enable us to execute correct segmentation and / or archetyping.

The feedback that is achieved at this point in the customer journey is especially important for the Sales sector, since it allows giving a ballot box regarding the viability of the offer and acts as an alarm before deviations in the sales process.
Although there are few possibilities for customer development in this instance, it is advisable to carry out actions that make it possible to adjust the services / products to their use and consumption behavior.

The benefits of having an Onboarding Strategy are clear, it is a matter of organizations maturing towards a culture with the customer at the center (Customer Centric) and putting it into practice.


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Linkedin Leo Bugallo