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Microsoft failed to bring the Windows phone to the market, despite having vast resources and over a billion PC users worldwide. While Apple proved the concept’s success, Microsoft’s five attempts fell short of execution. Microsoft’s story is a great example of how a great product or service means little if the client’s journey is full of obstacles. The first 90 days of a new client shape how they remember you and a poorly defined onboarding journey can lead to retention issues and zero referrals. Earlier this year, I rebuilt our onboarding process, focusing on the client’s experience from start to finish. I discovered that the four steps below make the biggest impact. Could this be a good time to review your client’s onboarding journey?
Have a Plan
Having a well-defined plan that accounts for each step and fork in the road is the only way to avoid scrambling. Whether you engage with new clients on an ongoing basis or handle one-time projects, you can map out each step of their journey. Start by jotting down the major milestones, such as signing the agreement, collecting necessary information, and delivering services. Once you have these key points, you can detail everything in between to ensure every step is carefully considered. Remember, the process should focus on the new client’s experience. Prioritize their journey when defining each step to ensure working with you is pleasant and effortless. This way, they will feel confident they made the right choice by choosing to work with you.
Keep It Simple
Avoid asking new clients for information your team can easily find. Reduce their burden and make your onboarding process as efficient as possible. This will not only improve their experience but also lower your client acquisition costs. Streamline communication by providing clear instructions and complete requests, minimizing unnecessary back-and-forth. Use plain language and helpful analogies instead of industry jargon. A friendly and light approach ensures clients understand each step, preventing confusion and frustration. Break tasks into small, manageable chunks to make interactions less overwhelming and easier to handle. Keeping it simple and making it easy conveys empathy and understanding, which is the most important ingredient for building long-lasting relationships.
Communicate Well
Clear and effective communication is how you create a strong foundation for a successful and positive relationship. Providing concise updates, checking in as necessary, and doing it all with a friendly tone will help make your new client feel engaged and cared for. Through clear and simple communication, you will let them know you are in charge of everything, which reassures them that they are in capable hands, fostering a sense of trust and comfort. Anticipating questions and providing answers before being asked will demonstrate your professionalism and experience, showing them that you have thought through every detail. Being organized and well-planned in your communication further solidifies their confidence in you. Ultimately, high-quality communication makes a new client immediately feel valued, informed, and supported throughout the onboarding process, leading to frictionless onboarding and a long-lasting relationship.
Check-In Regularly
Regular check-ins during and after onboarding are an excellent way to stay connected and keep new clients engaged for many years. Clients often don’t reach out when they’re frustrated or stuck with a problem, thinking they just have to deal with it. Proactively checking in can bring such issues to the surface, allowing you to address them promptly. This helps clients feel more relaxed, knowing you are in charge and looking after things regularly, which reinforces their trust in your skills and abilities. Additionally, these interactions can uncover opportunities for new projects and revenue streams, as clients may share upcoming needs or ideas they hadn’t mentioned before. By staying connected, you foster a continuous sense of engagement and support. This consistent communication increases your chances of catching any discontent early, preventing small issues from escalating and generating new business opportunities.
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Apple is well recognized for its meticulous attention to packaging. Every detail, from the quality of the iPhone box to the presentation of the power cord, is carefully thought out. Once you power on the phone, visual animations and prompts keep you engaged, eagerly anticipating the icons to pop up on the screen. Apple truly understands the importance of first impressions and that the unboxing experience is an essential part of product ownership. Imagine if onboarding with your company could be just as thrilling and exciting as unboxing a new iPhone. While it may seem like a challenging goal, every effort to replace friction with ease in your onboarding process can become your signature move, turning new clients into loyal partners who happily become a source of referrals.
– Burak Sarac, Team Lead
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