Increasingly, companies are trying to achieve customer success by doing more without seeing results. The only way to win in the customer success race is by doing less, not more. It’s easy to become overwhelmed as a business owner, and as a marketer.
In other words, the need to do the right things is more effective than doing too much. There are as many ways of doing things as there are businesses in the world, and the important thing is to find the answer to the question of what is customer success for your own business.
But when you look at the best in class organizations, they all have something in common. They strategically align their efforts around customer success, use metrics correctly to gauge their progress, and take deliberate steps to validate that they are achieving their goals.
Pitfalls to avoid in customer success
- Don’t just give them a manual. Instead, make sure it’s easy to find and use the information they need.
- Don’t just send them emails. Instead, make sure they’re reading them and using them to their advantage.
- Don’t just leave it up to chance that they’ll find what they need on your site or app—make sure they have access to it right away.
Start with the basics
You can essentially short-circuit this process and transform your customers into raving fans. The first step in any successful customer onboarding process is to establish a baseline for understanding what your customers need to know before they start using your product or service. You can do this by developing a set of core questions that get at their pain points and help them understand why they need what you’re offering in the first place. This will help you identify gaps in their knowledge and skills so you can address them effectively during onboarding.
Use the right onboarding techniques
Make sure you have the right tools in place before you begin onboarding. For example, when onboarding new clients, make sure they have access to all the necessary software applications they need to complete their projects. This will ensure that they don’t experience any delays or disruptions while working on their projects.
Create a walkthrough guide
Create an effective training program for new employees and contractors so they can get up to speed quickly without having any issues with their work assignments or other tasks assigned by management personnel within your organization who oversee various departments within your company’s operations structure (e.g., human resources department). To do so, you should use the following three step process:
- Build an in-app onboarding experience that helps users get started with a few core features.
- Make sure your product is intuitive enough that users don’t need much handholding to complete their first task.
- Offer a “guided tour” or “demo mode” that walks users through the features of the app in real-time and gives them a chance to practice using it before they’re on their own.
Don’t put off deploying new strategies–get started using the onboarding strategies outlined above. Over time, you will reach a point when deploying a successful strategy feels routine, but it doesn’t mean that you should stop working to improve on this process. It’s your customers who will be most grateful for these improvements if you stick with them, and don’t give up.
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