Whether done online or in person, the goal is the same: delight customers with the concrete benefits of what you sell and build brand loyalty. In fact, a recent study found that 8 out of 10 customers are more likely to remain loyal to a company that offers an educational and welcoming onboarding program.
The term onboarding, in Spanish, means “on board.” In terms of marketing, customer onboarding is an adaptation process so that the consumer gets the most out of the product or service you have sold them.
During the onboarding process , the company must meet two objectives:
Provide relevant content that helps the user adapt and learn the correct use of the product or service they have purchased;
Offer the customer tutorials, guidance, chat, call guadeloupe email list support, advice, and other resources to resolve doubts and enhance the functions of the merchandise or service purchased.
In addition to being a kind of user manual for a product or service purchased, customer onboarding also serves to welcome customers to the company. It is an opportunity for the brand to display content, generate loyalty and implement other marketing strategies such as cross-selling and up-selling.
We recommend you read: Cross-selling and upselling: what they are and how to apply these strategies in your business .
Why is customer onboarding important?
As we have seen, customer onboarding is one of the pillars of the experience with a company. After all, it is the first in-depth contact a person has with your brand. It is time to anticipate needs and exceed expectations with excellent service!
Check out some reasons to invest in the best onboarding processes.
Because it keeps competitors away
According to a report by Zendesk , 40% of consumers start buying from competitors because they hear about their excellent customer service . By welcoming customers and teaching them how to make the best use of your products, you reduce the chances of dissatisfaction and keep competitors away from your audience.
Because it allows you to retain customers
Ultimately, customer onboarding allows you to build loyalty by offering a welcome to those new potential customers who contact your company. 97% of users say that customer service is an important factor in choosing and, secondly, in being loyal to a brand.
Because it helps you set expectations
But it is also true that consumers are more demanding and have higher expectations than in previous years, according to 60% of respondents in a recent study. In customer onboarding, you can set specific expectations about the product and its features, as well as inform the customer service team member about what they can expect.
Do you want to know what customers expect at all times? Read: Customer expectations before, during and after the sale .
Because it allows you to customize offers
Personalizing the customer experience is necessary if you want to retain customers and increase your revenue.
In fact, a McKinsey study shows that maximizing positive customer experience has led to an increase in customer satisfaction by 20% and revenue by up to 15%.
On the other hand, each person has an idea of what personalized attention should be. Some prefer self-service as the best option to answer their questions.
That's why CRM platforms are becoming increasingly important for companies that want to provide a good experience to their customers. This type of omnichannel tool offers the possibility of integrating different customer contact channels without overloading agents. See how this type of technology works:
