Brands that get sticky customers that stay and upgrade are winning. That stickiness all starts with customer onboarding (and there are a lot of gaps in how it’s currently done).
September 29, 2022
Everyone is talking about how Net Revenue Retention (NRR) is their new north star metric.
But how many are being intentional about retaining and expanding customers to make it happen?
Because it’s not about sales velocity anymore.
Instead brands that get sticky customers that stay and upgrade are winning.
That stickiness all starts with customer onboarding (and there are a lot of gaps in how it’s currently done).
"90% of customers think companies could “do better” when it comes to onboarding."
Here’s my take on the most common ways companies miss the mark:
Don’t wait until a deal is closed to start thinking about onboarding.
You’re in a battle against switching cost from a customers very first interaction with your brand.
By default customers will keep doing what they already know. So, if your goal is to create successful customers you need to create alignment throughout their journey.
✅ Identifies prospects jobs-to-be done
✅ Messages which use cases are a good fit for the product
✅ Handles common objections and bridges knowledge gaps
✅ Discovers specific pain points and business constraints
✅ Builds business case focused on realistic impact
✅ Aligns customer expectations with effort to realize them
✅ Verifies desired outcomes
✅ Builds a clear path for each customer achieve them
✅ Holds customers accountable to the work required to be successful
✅ Identifies new desired outcomes and verifies outcome achievement
If you wait to start onboarding until after the deal is closed…you're too late.
Customers start creating expectations on day one. Design your customer journey accordingly.
How many times have you lost a deal you forecast to close this quarter because it got stuck in procurement?
Here’s how to introduce an action plan to maintain momentum that helps close deals AND kickoff a successful onboarding experience:
→ Identify who will be the customer point person for implementation (it might be different than sales)
→ Schedule the next step while your champion is still engaged in the sales process
Building and maintaining momentum usually means enabling everyone involved to take action on their next step rather than sending more follow ups.
Create a buying experience that makes customers life easier and in turn they’ll help you close your deals faster and onboard customers more successfully.
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