Design Your Customer On-boarding Strategy For Success
Today, I want to talk to you about on-boarding. That process is important no matter what service you’re offering, be it SEO, PPC, Facebook ads, content creation. Whatever kind of marketing core service you offer, you want to make sure that you have an on-boarding process that delivers an experience that you’ve choreographed for your ideal customer to get that WOW experience.
I want to walk you through how we break ours down to deliver that experience to our clients and hopefully you’ll be able to bring it back into your agency and really dial up your on-boarding process as well as the overall client experience (because this is what keeps the revenue coming in the doors).
So no surprises here but it all starts from the attraction stage.
You generate a lead, you warm them up to the point where they’re an eight or nine or a 10 then they buy your product.
They swipe the credit card.
You know, that point where the magic happens and the money goes from their bank account to yours.
That’s when on-boarding starts and where you need to start delivering that top notch client experience.
In order to do that, you on-boarding process really needs to be well thought out and needs to be documented so you can make sure it is repeated flawlessly each and every time!
Now, because I know this is a tough and potentially lengthy process I am going to try to help you a little bit by walking you though my on-boarding process and lay out the components you need.
The Welcome E-mail
The first step in an on-boarding process is obviously going to be a welcome email. Be it from the CEO, or president or whatever role you hold in your business, you want to have a welcome email going to the client right away.
In our welcome email, we set out expectations for what’s going to happen during that first 30 days of the engagement. I thank them for their business, I welcome them into the group, I introduce our project manager and I let them know that this person will be in contact with them.
The Project Manager E-mail
The second email we set up is from the project manager who will be the client’s first point of contact for all questions.
As a business owner you don’t want to be involved in all the day to day activity because your job is to grow the business. Remember, you need to be working ON the business and not IN the business as much as possible.
In this e-mail your project manager will once again be thanking them for their business, welcoming them, introducing themselves and most importantly will be setting expectations.
You do this by clearly laying out what’s going to happen during that initial 30-day period and by laying out what information we need from them. You need to do this by providing them with a simple form that contains all of the information they need to seek out for you to be able to do your job properly. You need to ensure this process is seamless because you don’t want to have to go back to them time and time again seeking out information you forgot to gather at the onset.
In my business, we tie in step-by-step guides, so that it’s easy for them to hand to their administrative assistants and get us the information that we need.
All of that is covered in that email from our project manager with the aim of this e-mail to make the initial experience that much better for our clients. It’s all by design.
Since miscommunication and a difference of expectations is what kills the majority of digital marketing contracts we aim to set out clear expectations for what’s going to happen during the first 30 days including what’s going to be delivered by the 15th day.
Then since we have orchestrated this initial experience, we already know how long it is going to take us to perform so it’s already preset that on day 15 the client is going to get an email that’s linked to a Google Sheet showing them that we’ve completed all of the work that that we promised they were going to do!
On top of that they’ll visually see the WOW factor that we also bake into our process (i.e. certain items that are delivered that they didn’t know were going to be).
I’d encourage you no matter what your core offering is to deliver more than you promise, so that you set an expectation of X and you deliver 2X.
During that initial time period when they’re on-boarding with you they’re starting to learn that you’re a company that sets expectations and delivers on expectations.
This is dramatically different than most agencies and is really how you differentiate yourself in the market!
The Day 15 E-mail
On Day 15, no surprises. The pre-set e-mail tied it to the Google Sheet is sent out by the project manager where we show the client what we’ve accomplished.
We then use this communication to set expectations for the next 15 days where for Day 30 we have another template email ready to go that our project manager sends out.
The Day 30 E-mail
This email is a little different as it is going to be a summary of what’s happened in the whole of the first 30 days of the engagement. The Day 30 e-mail is pushing them to specific content and results to show them that things are happening in the background.
We want to make sure at the onset that we’re almost over communicating without being a nuisance.
We want to build that rapport with that client and we certainly want to ensure that they don’t have buyer’s remorse.
All of this is achieved by delivering on the things that we promised we were going to deliver.
Of course, we had absolutely no doubt we’d be able to deliver because we designed our entire system to ensure that the client’s paid attention to what we wanted them to and our entire delivery system was build to ensure that we NEVER miss a step,
The real key takeaway here is to set up a communication strategy between your company and your ideal prospect that you know you can deliver on each and every time.
You want to ensure that all of your prospects are going to go through a meticulously designed, repeatable process, so that you can deliver that wow experience without fail.
At the end of the 30 days the customer is going to feel really positive about the buying decision to go with you or your agency and you’ll be on to the next month with money in the bank!
I hope you give this a try for yourself!