In my experience, I have a found that On-boarding is the most significant period in the entire customer life cycle. It can be the tipping point between a successful, long relationship or not. Surprisingly, few companies have a specific procedure to implement this. The following are my 4 keys to creating an exceptional new customer on boarding experience:
1. Create A Process
If you haven’t already done so, define what your organizations on boarding process should entail. Some suggestions are:- A personally addressed thank you letter – see sample
- A gift – At my firm, we send inexpensive gifts and even created a unique photo book to send to our customers. They love the gesture. You can see the photo book here.
- Create a welcome kit – if applicable to your business.
- A visit or a phone call from their primary point of contact orientating them to your company and the best way to maximize the benefits you offer.
TIP: At my firm, we created a new position with a dedicated person who handles this process.
2. Do It Fast
There is a lot of excitement when a customer finally decides to select you/ your company. You want to build on that enthusiasm. Wait too long and you lose momentum and customers get disappointed they haven’t heard form you after the sale closes. You gave your prospect a lot of attention and don’t want to disappear after the sale closes. Even if you can’t start the project yet – at least communicate with them. Don’t wait for them to call you.TIP: Connect with your new customers within 5 days (or less).
3. First Impressions Count
- The person who is in contact with the new customer should treat them as an honored guest in your house – They are a reflection of your brand
- Act professional and dress appropriately – You never get a second chance to make a great first impression.
- Make sure all your printed and or digital materials look great and reflect your brand – No typos or inconsistencies.
- Make it easy for them to contact you – share all your coordinates: email, Twitter, Linkedin and direct dial number.
4. Be Thorough
- Make sure you cover all points – but don’t talk too much. This is your chance to learn about your new customer.
- Ask good open ended questions – For example “ What are you trying to get out of our service/product? “ What are your expectations?” “Is there anything special I should know about you or your firm?”
- Takes notes and add them to your CRM system. We use Sales Force – but there are many choices on the market.
- Look for opportunities to cross sell your products but be careful about being pushy in the beginning. It’s a big turn off.
- Make sure you follow through with any next action items in a timely fashion. Set up your next customer touches. For example – You will circle back with them in 30 – 60 and 90 days to see how things are going.
What are your tips? Share your on boarding success stories and ideas in the comments.
