Onboarding Your New Customers

Make It Super Easy For Customer To Onboard

The final step of the lifecycle journey is onboarding new customers and creating raving fans. To do this, ensure your customers meet all your promises within your marketing and sales... and fast!

Was This Guide Helpful

Creating An Amazing Onboarding Experience

A great onboarding process is essential for any SaaS brand as it significantly influences customer retention and satisfaction. Effective onboarding helps new users understand how to navigate and utilize the software, ensuring they quickly realize its value. This initial experience can set the tone for the entire customer relationship, impacting their likelihood to continue using the service and recommend it to others.

Meeting Marketing & Sales Promises

During onboarding, users are familiarized with the product's features and benefits, which can reduce the time to value (TTV) and enhance user confidence. A well-structured onboarding process can lower churn rates; studies show that up to 75% of new users may abandon a product within the first week without proper guidance. By providing clear instructions, personalized support, and regular communication, SaaS companies can foster a culture of customer success that improves user adoption and encourages long-term loyalty.

Customer Onboarding Process

Moreover, onboarding is not just a one-time event but an ongoing process that should evolve with user feedback and product updates. Continuous improvement of the onboarding experience can lead to increased customer lifetime value (CLV) and a stronger brand reputation, as satisfied users are more likely to share positive experiences and become advocates for the product. Thus, investing in a robust onboarding process is crucial for a SaaS brand's sustained growth and success.

Proper Handoffs & Introductions

Sales and customer success teams should be closely aligned and have regular communication channels established. This includes:

• Having weekly or bi-weekly sync meetings between sales and CS teams
• Keeping CS informed on pipeline and potential new accounts
• Establishing a unified customer journey and set of business goals

Make Early Introductions

Introduce the customer success manager (CSM) to the customer early in the process:

• Let customers know ahead of time that a handoff will occur after the sale
• Make initial CSM introductions before the deal closes, even if just via email
• This familiarizes the customer with their future point of contact

Expectations & Milestones

Thoroughly document and share critical customer information so that any promise, expectation, or goal is passed successfully from sales to CSM:

• Use a CRM to centralize customer data
• Record customer goals, pain points, and success metrics
• Document any promises or commitments made during the sales process
• Collect relevant demographic and firmographic data

Focus On Customer Success

Frame the handoff as part of the customer's success journey:

• Emphasize how CS will help achieve the customer's goals
• Position CS as trusted advisors, not just support
• Highlight the time-to-value and onboarding process

Office Hours & Availability

The frequency of meetings between CSMs and customers in SaaS can vary depending on several factors. Here's a general guideline for meeting frequency:

Factors Influencing Meeting Frequency

• Customer Tier: High-value or enterprise customers typically require more frequent touchpoints
• Product Complexity: More complex products may necessitate more regular check-ins
• Customer Lifecycle Stage: New customers often need more attention than established ones
• Customer Health: Accounts at risk may require more frequent engagement

Best Practices For CSM Meetings

• Tailor Frequency: Some customers may prefer more or less frequent interactions
• Use Multiple Communication Channels: Combine scheduled meetings with email updates, phone calls, and in-app messaging
• Be Proactive: Don't wait for scheduled meetings if issues arise or opportunities present themselves
• Adjust On Feedback: Regularly assess if the meeting cadence is working for both parties
• Leverage Technology: Use customer success software to track engagement and automate low-touch interactions

Remember, these are general guidelines. The optimal meeting frequency should be determined based on your specific product, customer base, and business model. Regularly review and adjust your approach to ensure you're providing the right level of support without overwhelming your customers or your CSM team.

In-App Experiences & Notifications

When a new contact first logins to your SaaS platform, best practice is creating an in-app experience that walks someone through the entire platform so they become familiar with how it works and where things are. This experience ensures that:

• Improved Customer Retention Rates: In-app messages that are targeted and relevant can help users overcome friction, improve their experience, and increase satisfaction, leading to better retention
• Increased Platform Adoption: In-app messaging allows companies to guide users through new features, promote adoption, and help users discover value in the product more quickly
• Contextual Communication: By leveraging user analytics and segmentation, companies can deliver highly personalized and contextually relevant messages to users at the right time
• Enhanced User Engagement: Interactive in-app messages like tutorials, tooltips, and surveys can increase user engagement with the product and its features
• Cost-Effective Customer Support: Proactive in-app messaging can anticipate user needs and provide immediate assistance, reducing the load on customer support teams and improving response times

These benefits highlight how in-app communications can significantly improve the overall user experience, drive product adoption, and ultimately contribute to the success of SaaS companies.

Account Upgrades & Platform Add-Ons

Managing SaaS upgrades effectively is crucial for maintaining a competitive edge and ensuring customer satisfaction. Here are some key strategies for managing SaaS upgrades:

Plan & Prepare

• Define Ownership: Assign clear ownership for each SaaS subscription within your organization. This ensures accountability and streamlines the upgrade process
• Create A Renewal Calendar: Build a long-term calendar for SaaS renewals to keep track of upcoming upgrades and contract end dates. This allows you to plan and avoid unexpected auto-renewals
• Review Contracts: Regularly check renewal terms in software contracts to understand the requirements and potential changes in pricing or features

Optimize The Upgrade Process

• Track Usage: Monitor the usage of each SaaS tool to determine if upgrades are necessary or if certain subscriptions can be downgraded or canceled
• Create Upgrade Strategy: Develop a clear strategy with guidelines for ownership, negotiation, and auto-renewals to streamline the upgrade process
• Automation: Use automated platforms instead of spreadsheets to manage SaaS data and renewals more efficiently
• Stay Informed: Keep up with new features and functions released by SaaS providers, as these can significantly improve your operations and competitiveness

Communicate & Educate

• Provide Training: Offer training to employees on new features that will impact their work or interactions with the system
• Promote Upgrades: Continuously market upgrades across the customer lifecycle, not just during renewal periods. This can include touchpoints during onboarding, feature releases, support interactions, and usage-based notifications
• Address Security Concerns: Emphasize the importance of upgrades in patching potential security vulnerabilities to ensure stakeholder buy-in

By following these strategies, you can effectively manage SaaS upgrades, ensuring that your organization benefits from the latest features and improvements while minimizing disruptions and maintaining security.

Customer Knowledge Bases & Help Centers

The core purpose of a knowledge base for SaaS companies is to provide self-service support and empower users to find information independently. Specifically, a well-designed knowledge base serves several key purposes:

• Customer Education & Onboarding: A knowledge base helps new users learn how to use the product effectively, streamlining the onboarding process and reducing time-to-value
• Reducing Support Workload: By providing answers to common questions and issues, a knowledge base decreases the volume of support tickets and frees up support teams to focus on more complex problems
• Improving Customer Satisfaction: 24/7 access to information allows users to quickly find solutions on their own, leading to higher satisfaction and retention rates
• Scaling Support Efficiently: As a SaaS platform grows, a knowledge base allows support efforts to scale without proportionally increasing costs or staff
• Building Trust & Credibility: A comprehensive knowledge base demonstrates expertise and reliability, enhancing the company's reputation in the industry

Additionally, an effective knowledge base serves as a centralized repository of product information, supports both external customers and internal teams and provides valuable insights into user needs and pain points through usage analytics.

Platform Certifications

Offering a certification is a specialized training program designed to equip individuals with the knowledge and skills necessary to excel on your SaaS platform, which can be used by users or third parties who use your certifications to land a new role at a company that uses your platform. The benefits of providing a platform certificate include:

• Maximized Software Value: Training helps users take full advantage of the SaaS product's features, ensuring they get the most value from their investment
• Improved Efficiency: Properly trained users can work more efficiently with the software, saving time and potentially reducing the need for multiple tools
• Reduced Support Costs: Well-trained users are less likely to require extensive customer support, as they can troubleshoot issues independently and utilize the software more efficiently. This can lead to significant cost savings for the company
• Increased Product Adoption: SaaS training helps users discover the full functionality of the product, potentially leading to increased usage of advanced features and higher overall adoption rates
• Enhanced Brand Credibility: Offering official certifications positions the company as a respectable SaaS provider invested in their users' success. This strengthens the brand's reputation and can turn certified users into brand ambassadors

Many SaaS training platforms offer automated, personalized learning paths based on user behavior and needs, enhancing the overall training experience. By investing in SaaS training and certification programs, companies can create a win-win situation that benefits both their business growth and customer success.

Customer Forums

SaaS companies can significantly benefit from implementing customer forums. These forums serve multiple purposes that enhance both customer experience and product development.

Benefits Of Customer Forums In SaaS

• Community Building: Forums create a sense of community among users, allowing them to share experiences, tips, and solutions. This interaction fosters a supportive environment where users can alleviate each other's frustrations and celebrate successes together
• Enhanced Support: Forums can reduce the burden on customer support teams by enabling users to help each other. Veteran users often step in to answer questions, which can lead to faster resolutions and less reliance on formal support channels. This peer-to-peer support can also lead to a more engaged customer base
• Feedback & Insights: Customer forums provide a direct line for users to voice feedback about the product, share their needs, and discuss potential improvements. This feedback loop is invaluable for product development, allowing companies to prioritize feature requests and enhancements based on user input
• Knowledge Sharing: Forums can serve as a repository for best practices, workarounds, and educational content. This user-generated content can enhance the onboarding process for new customers and provide ongoing learning opportunities for existing users
• Customer Advocacy: Engaged customers who contribute to forums often become brand advocates. Their positive experiences can lead to organic promotion of the product, enhancing the company's reputation and attracting new users
• Reduced Churn: By creating a space for users to connect and share, SaaS companies can improve customer satisfaction and loyalty, which can help reduce churn rates. A community-driven approach makes customers feel valued and heard, fostering long-term relationships

Celebrating Wins & Going Beyond

Celebrating customer success on your SaaS platform is essential for building trust, enhancing customer loyalty, boosting engagement, driving business growth, improving internal employee morale (your employees can see first-hand the impact they are having on the world), building momentum, and reducing churn.

In summary, celebrating customer success is not just a feel-good activity; it is a strategic approach. By prioritizing these celebrations, SaaS brands can create a more positive and productive environment for both customers and employees.

Customer Celebrations & Success

Here are several effective strategies to recognize and celebrate customer achievements:

• Public Recognition of Feedback: Celebrate customer feedback publicly by acknowledging the contributions of clients who provide insights that lead to product improvements. When you implement changes based on their suggestions, thank them publicly, which not only shows appreciation but also encourages other customers to share their thoughts
• Milestone Celebrations: Recognize and celebrate significant milestones in your customers' journeys, such as their first product login, the completion of training courses, or anniversaries of using your service. These celebrations can take the form of congratulatory emails, shoutouts on social media, or even small gifts. This acknowledgment reinforces their commitment to your platform and highlights their progress
• Highlighting Success Stories: Create case studies or testimonials that showcase how your customers have successfully used your product to achieve their goals. Sharing these stories not only celebrates the customers involved but also serves as motivation for others to engage more deeply with your platform
• Rewarding Feature Adoption: Encourage customers to try new features by celebrating their early adoption. Send personalized messages congratulating them on being among the first to use a new feature, and ask for their feedback. This not only makes them feel valued but also fosters a sense of community and involvement in the product's development
• Engaging in Customer Anniversaries: Beyond contract renewals, celebrating the anniversary of a customer's relationship with your service can strengthen ties. A simple message acknowledging the time spent together can go a long way in reinforcing loyalty
• Utilizing Gamification: Incorporate gamification elements to celebrate customer achievements. For example, create badges or rewards for reaching certain usage milestones or completing training modules. This approach can make the experience more engaging and fun for users
• Personalized Thank You Messages: Send personalized thank you notes or messages when customers achieve specific goals or milestones. Recognizing their efforts can enhance their emotional connection to your brand and increase their likelihood of continued engagement
• Community Engagement: Encourage customers to participate in community discussions or events and celebrate their contributions. Acknowledging their engagement not only builds community but also enhances the overall experience for all users

By implementing these strategies, you can create a culture of celebration around customer success, which ultimately leads to stronger relationships and improved retention on your SaaS platform.

Special Access & User Conferences

Hosting a SaaS user conference, whether in person or virtually, can significantly benefit your SaaS brand and its community. Here are key reasons to consider organizing such an event:

• Build Community & Loyalty: A user conference fosters a sense of belonging among customers, enhancing their emotional connection to your brand and increasing loyalty
• Encourage Customer Advocacy: Bringing users together allows them to share success stories, effectively turning them into advocates who can influence potential customers
• Facilitate Learning & Development: Conferences provide valuable learning experiences about new features and best practices, enhancing customer satisfaction and product usage
• Create Networking Opportunities: Attendees can connect with each other and your team, leading to collaborations and valuable insights that benefit all participants
• Increase Brand Visibility & Credibility: Hosting a conference positions your brand as a thought leader, especially if you feature notable speakers, attracting more interest in your offerings
• Show Appreciation To Customers: A user conference is a way to thank customers for their loyalty, reinforcing relationships and encouraging ongoing engagement

In summary, a SaaS user conference creates community, drives advocacy, and enhances brand loyalty, making it a strategic investment for your business.

Collecting Testimonies & Success Stories

Effectively encouraging customers to provide testimonials can significantly enhance your brand's credibility and attract new clients. Here are several strategies to facilitate this process:

• Timing Is Key: Ask for testimonials shortly after a successful interaction or milestone. This could be after a project completion, a significant achievement, or a positive customer service experience. Customers are more likely to share their positive feelings when the experience is fresh in their minds
• Make It Easy: Simplify the process for your customers. Provide multiple options for submitting testimonials, such as written responses, video recordings, or voice memos. Ensure that the submission method is convenient, allowing them to share their thoughts quickly, perhaps even via email or SMS
• Offer Incentives: Consider incentivizing testimonials with rewards, discounts, or recognition. This could motivate customers to take the time to provide thoughtful feedback while also feeling appreciated for their effort
• Provide Examples: Showcase existing testimonials as examples. This not only illustrates what you're looking for but also inspires customers by showing them how their feedback can help others
• Follow Up With Gratitude<: Always thank customers after they provide a testimonial, and let them know how much you appreciate their support. This can foster a positive relationship and encourage them to refer others to your brand in the future

Implementing these strategies can lead to a steady stream of valuable testimonials that enhance your brand's reputation and attract new clients.

Feeback And Scoring Performance

Asking for feedback on SaaS performance, particularly through metrics like Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT), is crucial for several reasons including understanding customer satisfaction, identifying areas of improvement, evaluating team performance, staying competitive, adapting to changing needs, and setting benchmarks.

What Is NPS Scoring

Net Promoter Score (NPS) is a widely used customer loyalty metric that measures how likely customers are to recommend a company, product, or service to others.

How NPS Works

Customers are asked one key question: "On a scale of 0-10, how likely are you to recommend [company/product/service] to a friend or colleague?" The average NPS score for the SaaS industry is around +36. Based on their responses, customers are categorized into three groups:

• Promoters (score 9-10): Loyal enthusiasts likely to recommend
• Passives (score 7-8): Satisfied but unenthusiastic customers/li>
• Detractors (score 0-6): Unhappy customers who may discourage others/li>

What Is CSAT Scoring

CSAT (Customer Satisfaction Score) is a metric used to measure customer satisfaction with a platform, service, or interaction.

How CSAT Works

Customers are asked, "How satisfied were you with [platform/service/interaction]?" The SaaS Industry usually has an average CSAT score of around 78%. Based on their responses, customers are categorized into four groups:

• Excellent Customers (Above 90%): Excellent, represents exceptional customer satisfaction
• Good Customers (70-90%): Very good, indicates high customer satisfaction
• Fair Customers (50-70%): Average satisfaction, room for improvement
• At Risk Customers (0-50%): Poor customer satisfaction, needs immediate attention

CSAT is one of several customer experience metrics, often used alongside others like Net Promoter Score (NPS) for a more comprehensive view of customer satisfaction and loyalty. NPS is typically used to judge how well your customer service is performing whereas the CSAT score judges the performance of your actual platform.

Was This Guide Helpful

Share it with your colleagues or network.