This blog is a part of the 666 series of our Halloween Heist Contest.
If you run a SaaS business, you'd often experience great excitement when a customer purchases your product or service. But to grow and thrive in those customer relationships, onboarding should be done right.
In a lot of cases, due to an inefficient or incomplete customer onboarding process, customers churn. The signs are often evident when a customer is unhappy during the onboarding process. And, we were curious about what could be the top reasons that lead to a customer ditching a product. So, we ran a poll on it.
43.6% of the voters indicated that delay in time-to-value is the biggest reason for churn, followed by poor visibility into project progress (24.8%) and buggy product (17.8%). In addition to these hiccups, poor sales-to-success handoffs and the not-so-great experience provided to the customer during the onboarding process are also the culprits leading to failure. Let's explore these mishaps in detail and how to solve them.
Every project is a complex system of multiple dependencies, documentation, requirements, stakeholders, processes, etc. As a project manager for customer-facing projects, you'll be juggling many projects simultaneously.
It becomes challenging to know where all these customers are struggling when you're overloaded with information that, at times, nobody knows. The inability to identify customers’ troubles will hinder you from taking a proactive approach to help them.
Here’s what you can do to ensure visibility:
One of the crucial reasons for customer onboarding failure is the account transfer between the sales and customer success teams. Poor handoffs have a massive impact on customer experience as, at times, the customer may feel that your team isn't engaged in delivering value. This leads to disengagement from their side, thus dramatically affecting retention and company revenue.
Here are some ways you can avoid mishaps during account transition:
See also: Creating a winning Sales-to-Customer-Success handoff document [free template]
When it comes to value realization, customers have little tolerance for delays. The hard truth is that it's easy to lose customers during the early stages of onboarding, especially when they face minor frustrations or don't see the benefits of using your product early on.
Meaning: You're racing against time. So how can you pick up your customer onboarding momentum and minimize the time-to-value?
A good product isn't defined by the number of features but how well the features function and offer a solution to the user's needs. It's better to have complete and functional features than to be feature-rich.
Rocketlane's Senior QA, Gayathri Rukmadhavan, says, "A buggy product not only leads to revenue loss and stunted growth but also major reputation damage. Stats say that more than half of a product's users will fully quit the app if they face one or more glitches while using the product. When the user experiences glitches in the first step of the journey, i.e., onboarding where customers learn your product, then I call it a big failure."
Customers want a product that's easily customizable and bug-free. Here are a few ways to handle a situation where there's a bug or two in your product:
Customer onboarding is a combination of good experience, communication, and outcomes to make your customers feel good while using your product for the first time. But providing a great customer experience while onboarding is often overlooked.
A great customer onboarding process is not magic. It needs to be frictionless and personalized to give users what they want at the right time.
You can microscopically measure and analyze each interaction in the onboarding process to effectively design and optimize the experience. Here's how to refine your customer onboarding methodology.
Rocketlane is a purpose-built customer onboarding solution that helps you to:
Rocketlane improves communication, collaboration, and project visibility amongst your teams and your customers. The integrated CSAT helps you keep a tab on your customer sentiment through the journey, thus creating a delightful experience. Hitting project goals and demonstrating value to your customers becomes a breeze with Rocketlane. Give us a try