Many companies don’t have a well defined onboarding process. This article will share some of the best practices for creating a meaningful onboarding experience for new customers and will result in a reduced churn. At the end of the day, whether a client churns or not is mainly dependent on 2 things: 1. a meaningful relationship with you and you’re company. and 2. a meaningful value to them based on their business needs.
1. Email from CEO
The first thing you might want to think about is sending out an email from your CEO. Starting with a welcome email from your CEO helps with establishing a relationship with your client on a positive note.
2. CSM Email Intro
For those of you that are a very large organization and actually onboarding is largely onboarding is dependent on the professional services or perhaps the account executive is the one that sets off the initial kick off meeting. That’s fine, regardless, the CSM should have a touch point during onboard. It’s imperative that they will be the good cop/bad cop and sort of serve as the quarterback for the client during the onboarding period even if they’re not the one leading the onboarding effort. In fact, not only do I recommend the CSM to send one email that says “welcome aboard” right after the CEO’s email, I’d use a solution to launch a series of emails automatically sent every few days with additional introductions to resources for self learning and better understanding value of the solution to customers like them.
3. Account Based Onboarding Campaign
If you’re more sophisticated you can build out Account Based Marketing (ABM). You will have to define what is the value or the main categories of value that the sales rep has identified at the beginning of the process for larger accounts or identify within the application what are the main use cases that your client is looking to achieve with you.
4. CSM Touch Points
After we’ve nurtured this account, the CSM should be a part of that kick off meeting and building the relationship with the customer during onboarding. Do this for high touch clients, especially white gloves clients, even mid market accounts should receive some level of personal touch, especially if we identify that…
