⌚ 4 min read
Most new customers don’t make a second purchase.
Here’s the good news though: your customers have already taken a liking to you when they made their first purchase. They wouldn’t have wanted your product or service otherwise, right?
Now, it’s your responsibility to keep the good feelings rolling.
Obviously what you’re selling is pretty great and there’s no reason for customers not to keep coming back, but sometimes there needs to be a little hand-holding involved.
There are generally two reasons customers churn (don’t become repeat purchasers): they don’t understand your product or they’re not receiving any value from it.
You don’t want your customers thinking either of these things, because retention is the lifeblood of a business:
Customer onboarding addresses both of the most common churn reasons.
Customer onboarding is that beginning phase where new customers learn the ins and outs of your product or service. An exceptional onboarding experience includes step-by-step tutorials, guidance and support, and personalized communication.
Onboarding requires a strategy with goals and objectives like any other initiative. The three goals you need to keep at the forefront of your plan are:
The input to finding ways to achieve the goals above will come from the information you gather during your marketing and sales processes. The more you know about a customer, the better the onboarding experience will be.
Christine found social media success using specific tactics she tested and tweaked to perfection. To help other business owners and bloggers maximize their potential, she created an online course walking subscribers through all of her strategies.
Hype for her course is huge! Clients come on board with high expectations, and she offers a 7-day money back guarantee. To make sure her customers stick around and she continues generating revenue, Christine has created a detailed onboarding program addressing any friction that typically occurs during the first few days.
She has created detailed personas of each customer type and identified their challenges and ideal solutions. In her initial email to each new customer, she outlines the benefits they will receive and how they can achieve their individual goals by using the tools she provides them. Christine also reminds each customer that the results they will see are ultimately up to them and the efforts they put in.
To add a personal touch, Christine holds a one-on-one meeting with each client to welcome them and answer questions, highlighting she’s available at any point during the course to answer questions.
Since creating an onboarding process, the number of clients that dropout the first week has decreased significantly thus increasing revenue and the number of satisfied customers who recommend her services to others.
Remember that onboarding is part of your overall customer lifecycle. Without strong marketing and sales processes, your onboarding will fall flat. When all parts of the journey align, you will strike gold.