Why Onboarding Is The Key To Customer Loyalty
Solomon Thimothy is the Founder of Clickx, where he works with agencies and clients to develop predictable and scalable growth strategies.
Building an agency without customer loyalty is like trying to build a home on sand. As soon as you start to get the foundation set, it slips away, and you’re stuck starting from scratch.
Without loyal customers, you need to keep bringing in new business. It can be hard to grow. When one customer comes in, one goes out. You’re trapped in a revolving door of new businesses, and you’re not going anywhere.
While every client won’t be a perfect fit for your agency, if the clients you onboard are leaving as quickly as they come, there is most likely a disconnect you can’t afford to ignore. In order to build your agency, you need a loyal customer base — a group of clients who want to stick with you for the long run.
But how do you make customers loyal? I’ve found that the trick is in your onboarding process.
Why Is The Onboarding Process So Important?
Onboarding is the first introduction to your agency that a new client gets. It’s your first chance to make an impression — and if you don’t have it down, you might come across as unprofessional.
The onboarding process is your opportunity to put your best foot forward. But it’s also an important time to introduce your agency and your team and get familiar with your new client’s needs.
Onboarding is the time to make your client feel special. If you’re pushing them into a one-size-fits-all onboarding process — or worse, you’re not using an onboarding process at all — you can’t be surprised if they’re packing their bags for a competitor after their first month is up.
But on the other hand, if you’re able to shine during those first few weeks (or even days) with a new client, you can earn their trust and encourage them to stick around for a while. The more your customers trust and support you, the more likely they are to become loyal customers.
How To Improve Your Onboarding Process For Customer Loyalty
Here are four steps to improving your onboarding process to improve customer loyalty.
1. Get To Know Your Customer
You might assume that you already know everything important about your new client, but there is probably a lot of useful information hiding under the surface. During your onboarding process, take the time to get to know your customer and their unique needs.
What processes have they already tried? What worked, and what didn’t? What areas are they hoping to improve? Ask as many questions as possible to get a complete picture of your customers’ needs.
2. Keep Communication Open
You’ll likely have a lot of questions to ask your new client, but they’ll probably have just as many. Make sure it’s easy for your new client to communicate with you and your team during the onboarding process.
Let them know who their point of contact should be, and make sure that person is quick to respond.
3. Give Clients A Quick Win
Clients want to know you’re working for them. While you can’t accomplish all of their goals in their first few days with your agency, you can find some low-hanging fruit to help them get a quick win.
Look for something relatively easy to accomplish that can have a big impact. This might be cleaning up their branding, conducting a website audit or creating a keyword strategy — just something you can set in motion to get the client excited about working with you.
4. Ask For Feedback
Every client is going to have different needs and expectations, so be sure to check in with each during the onboarding process. Ask for feedback on how you can improve or what you can do differently to better meet their needs.
And don’t take it personally. You want your client to be open to sharing how they feel. The sooner you can get to the bottom of what is — and isn’t — working, the better you can meet their needs.
Customer loyalty is the key to agency success, but without a strong onboarding process, it’s difficult to get customers to stick around. When you create an onboarding process that makes new clients feel welcomed and open to communicating, you can build loyalty that helps your agency grow.
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