Operationalizing a High Volume Onboarding Team. How to do it scalably and efficiently while achieving near 100% Customer Satisfaction and lowering time to desired outcome.
If you’ve spent any time in SAAS Customer Success, you’ll understand that one of the most important aspects of adopting a new software product is the onboarding and training period. It’s during this window of time that first impressions are established and initial value is delivered to the team that will ultimately be using your product. Drop the ball here and all the effort your sales team made to close the deal will be lost. I like to say that the most important moment of the customer journey is the buy moment, because that’s when the real race begins. Lincoln Murphy describes this as “time to desired outcome,” the lag between the buy moment and when their ultimate need is served. Customer Success—onboarding specifically—should be purposely focused on winning that race to desired outcome.
Experienced CS leaders understand this and therefore will invest time and people to make sure that their customers achieve that value as quickly as possible. That investment depends on a payback that is achievable, so what happens to the smallest customers where white-glove service can’t be profitable? Typically, you either lose money on them (i.e. invest in their acquisition), or they are relegated to the self-serve channels and the community forums. However, if implemented correctly, it is possible to set-up an efficient, consulting focused onboarding program for smaller customers with ACV < 1500.
When I joined ProsperWorks, I was faced with this exact challenge. ProsperWorks is a CRM product that while highly intuitive and designed with a beautiful UI and dead simple UX, CRM implementation requires significant thought and planning to correctly set-up for success. This is precisely why 47% of CRM implementations fail. With that in mind, we implemented a process for efficiently onboarding our smb customers by applying the following key concepts.
Keep up the Momentum: (Or Minimize the Mistakes)
I have a philosophy that each day starts Green and only based on your mistakes do things turn red. That means that for each new customer, the first interactions contribute to maintaining the momentum created by the sale; delays or missteps will contribute to friction, frustration or other reasons that will ultimately reduce the chances for a successful outcome. Your tactics should be designed to propel the customer through this stage, much like what it takes to keep a hula-hoop spinning around your waist.
- Get the first meeting on the calendar within 24 hours of the deal close.
- Use a calendar APP (such as Calendly) so customers can self schedule.
- Provide resources for homework assignments that customers can complete prior to the first call.
- Be sure to review the sales discovery notes and leverage that info in your first emails and the first call: Very Important!
This is a huge concept. Once the Sales team closes the Deal, the customer’s success is OWNED by Customer Success. This means that only one person Go to the full article.
Source:: Business 2 Community