What is client onboarding?
Client onboarding is the process of welcoming new customers and teaching them the initial setup and use of products or services. This includes proposing partnerships, preparing demonstrations, addressing obstacles, and following up to ensure continued satisfaction.
Companies can automate this process using client onboarding software. These solutions bridge the gap between selling a product or service and delivering it to the client. Onboarding software allows companies to manage client implementation projects, protect sensitive information, collaborate with stakeholders, identify issues in the process, and track progress along the way.
Benefits of effective client onboarding
When client onboarding is done correctly, companies reap a myriad of benefits.
- Improve client satisfaction. Above everything, clients want to be heard and supported. Successful onboarding makes clients feel comfortable, competent, and satisfied.
- Boost client retention. Onboarding creates an environment where customers can express worries and resolve concerns. When a company makes clients top priority, clients reward their efforts with loyalty.
- Lower acquisition costs. Retaining clients save money that companies might have to spend on acquiring new customers.
- Increase referrals. Happy clients tend to spread the word about their experiences. A solid onboarding process can encourage this free, word-of-mouth marketing.
- Decrease confusion. Building an environment where clients have the resources they need to ask questions and get prompt answers saves time on both sides. Clients are equipped with the materials to use the product effectively, and if they run into any issues, they know exactly what to do.
- Put compliance first. Having a strict process gives companies control, ensuring that everything along the way adheres to any laws and regulations in place.
The client onboarding process
The client onboarding process looks different across companies and industries, but certain steps are universal.
- Proposal and contract: The onboarding process starts like any other agreement. A proposal outlines what a company can provide for its potential client. Once the separate parties have agreed on terms, a contract is drafted.
- Questionnaire: Once a company has locked down its new client, it must determine exactly what they need from the product or service. This means interviewing them to create a personalized plan. Information required could include the client’s budget, the timeline for onboarding, or location.
- Team assembly: At this point, the company assembles the team they need to carry out the process. This includes sales representatives, employee success members, and anyone else who can aid clients along the way.
- Kickoff meeting: When all the team members and materials are in order, the company holds a formal meeting with their new clients to introduce them to the product and their onboarding representatives. This meeting may consist of questions, answers, and demonstrations.
- Setup: Once the client feels confident about their understanding of the product, the company begins transitioning the client. This may include helping them move data from a previous system and checking in regularly to assist in any way necessary.
- Feedback: Since companies are constantly gaining new clients, there is always room to improve the onboarding process. Companies should create opportunities to gather feedback from clients during and after onboarding.
How to onboard a client
Once a company understands the general process of client onboarding, it can move on to onboarding clients of its own. The steps below outline how a company should approach the process at every step.
- Assess client needs. Every client has needs that must be addressed individually. Companies should take as much time as possible to understand what the client is hoping to achieve to ensure the product meets those requirements.
- Organize goals. Once the needs are clearly defined, companies outline the client’s goals. They may create a client onboarding checklist to organize how these goals will play out. The goals should help guide the company to create the most unique and efficient game plan for onboarding.
- Meet internally. After working closely with the client, the company should move its attention internally to ensure they have the resources to carry out onboarding.
- Provide welcome materials. Companies should compile any information that the client needs to know right off the bat. This includes product videos, links to relevant and helpful articles, frequently asked questions, and points of contact.
- Offer a walkthrough. The best way to learn is by doing. Before sending too many tutorials, companies should consider offering preemptive one-on-one support in the form of a guided walkthrough. It’s also the best place to answer client questions as they arise.
- Touch bases regularly. As mentioned before, the onboarding process is ongoing. Companies should prioritize checking in with clients regularly to ensure satisfaction.
Client onboarding best practices
There are a few things that companies should keep in mind as they navigate through the client onboarding process and after.
- Keeping communication flowing. Communicating with clients often should be the top priority to ensure satisfaction and collect feedback. Failing to communicate effectively could result in misunderstandings and client discontentment.
- Having the right product. No one wants to lose out on the opportunity to acquire a new client. But worse than that is to get that new client, onboard them, and then lose them because the product doesn’t actually fulfill their needs. Companies should be weary of selling too hard to a client whose goals won’t be met by their product.
- Setting realistic expectations. Once a company locks down a client, it’s essential that they be honest about the onboarding timeline. This transparency ensures that the client is happy with the proposed schedule and that estimated deliverables are realistic.
- Welcoming constructive criticism. Companies should never be afraid of feedback, even if it seems negative. Constructive feedback can be hard to come by, and editing the process along the way only helps to improve onboarding operations in the future.
- Making the product indispensable. Effective onboarding offers a unique experience that clients can’t find anywhere else.
- Automating the process. Companies can lean on automation software to avoid human error and make everything run smoother.