We already know that an onboarding experience consists of the process of accompanying and advising customers during the buyer's journey. In our blog article, we discussed the reasons why it is important to carry out this strategy, as well as its benefits. Now we want to understand how this strategy works.
Guided customer onboarding is a process in which a company guides new customers through the process of registering and setting up their account. This can include steps such as verifying the customer's identity, setting up account preferences, and configuring payment methods. The goal is to ensure that the customer has a smooth and easy experience when starting to use the company's products or services, and may include support from a customer service representative.
We differentiate seven steps that can be categorised into three main stages: fundamentals, implementation and review. It is paramount to start with the fundamentals as the first step in the inbound retention agreement. This includes aligning the customer's goals and expectations, setting up their portals and establishing their marketing and sales processes. Once the fundamentals are complete, the various HubSpot hubs can be implemented for the customer. The last stage of guided customer onboarding is the review. It is important to show customers the results of all work done through reports and portal audits. This will help identify opportunities to improve customer performance in the future and ensure that the company's expectations are met.
7 steps of onboarding
FUNDAMENTALS1.Client preparation: this stage focuses on gathering the necessary information from the client and making sure they are ready to begin the onboarding process. it is important to gather all the necessary information from the client before beginning the onboarding process, such as social media credentials and DNSinformation . this will help ensure a smooth onboarding process. this will help ensure that the client understands how they will benefit from using the company's products or services and how their experience will be positive. it also allows the company's team to understand the client's specific needs and customise the onboarding process accordingly.
2.Portal setup: Thisstage involves setting up the customer's portal and ensuring that all functionalities are available to the customer. It is important to ensure that the customer has access to a customised and properly configuredHubSpot portal . Setting up the template for the customer is an important step at this stage. The customer may already have tools or systems in use, and it is important to ensure that they are integrated with HubSpot to ensure a smooth experience. Customers who have integrations with HubSpot tend to have higher retention rates, as it allows them to take full advantage of HubSpot's functionalities and perform better.
3.Marketing to sales or sales to marketing handoffs: At this stage, customers are transferred from the marketing team to the sales team or vice versa to ensure they receive the best possible service. Establishing a smarketingprocess is the last step of the foundation stage in guided customer onboarding. The problem of misalignment between marketing and sales is common and can be a major obstacle to a company's success. With an effective smarketing process, it ensures that leads that are transferred from marketing to sales receive immediate follow-up and the marketing team will receive the necessary feedback from sales .
4.Immediate benefits: At this stage, immediate benefits are provided to the customer to help them start using the company's products or services. Customers go through a phase known as purchase validation during the first 90 days, where they evaluate the initial perceived impact of their purchase. The Inbound methodology can take time to pay off, so it is important to implement immediate benefits as soon as possible to avoid customer regret. This will allow them to see immediate value for their investment and help ensure that the customer is satisfied with their purchase.
5.Strategy Execution: At this stage, specific strategies are implemented to help the customer get the maximum benefit from the company's products or services. Once the customer has perceived the value of the immediate benefits, it is important to work with them to implement HubSpot's various hubs, such as Inbound Marketing, to help them launch their first campaign. It is important to ensure that the customer is using sales enablement tools, such as templates and meetings, correctly to improve the productivity of the sales teams. This will help ensure that the customer gets the maximum benefit from the company's products or services and that the company's expectations are met .
REVIEW6.Reporting: At this stage, reportsare generated to measure customer performance and ensure that expectations are being met. It is important to understand the various reports available in HubSpot and identify those that are relevant to the customer's objectives. The purpose of the reports is to communicate the customer's performance against their objectives, so it is important to prioritise the most relevant reports
7.Portal Audit: This stage focuses on reviewing the client's portal and ensuring that all functionalities are working properly. This may include a detailed review of configurations, integrations, campaigns, reports and existing portal content. It may also provide a review of the client's objectives and goals to ensure they are being met and to identify opportunities to improve performance in the future. At the end of the audit, it is important to provide the client with a detailed report of the findings and recommendations for improving their performance .
We must remember that once the seven steps of customer onboarding have been completed, it is necessary to follow a cyclical approach to maintain success in the use of Inbound Marketing. Continue to monitor and continually improve the processes and strategies implemented to ensure that the client continues to get value from their investment and achieve their goals. To ensure the loyalty of the relationship and maintain sufficient attention, it is necessary to be on hand with the client, new and existing loyal customers. This may include regular review sessions, ongoing training, technical support and assistance in the implementation of new strategies.