Customer Onboarding is a crucial time for your customers’ success as it can set the tone in terms of product adoption, usage, satisfaction and relationship with your brand and product. One of the questions we get asked frequently is: what makes a great onboarding training programme. Here’s the answer.
There are 3 areas that are key to include in your onboarding training programme but keep in mind that these should be made available for your customers and built upon throughout their entire lifetime, as continuation is one of most important aspects of a customer training programme.
If you do this right, onboarding will be more efficient for your team, it will create a framework of learning and availability for your customers, and make sure your customers’ new hires have a place to get up to speed in learning about your product, your company and the skills they need to be successful using it.
Onboarding shouldn’t be a one-time event when you gain a new customer. A great way to expand your customer lifetime and minimize the risk of churn, the onboarding programme should be made available to all new team members in your customer work force that are connected to your product.
The two main advantages of this strategy is to decrease risk of churn when the Point of Contact (POC) changes or new team members dropping product usage for lack of product knowledge or lack of skills to use it.
It’s also a great way to keep your customers engaged and creating a deeper bond as the go-to place for information and skills in your market.
For this strategy to work properly, your Customer Academy should be accessible 24/7, from any device, should have an engaging base format like video to keep your customers coming back for more, and allow you to have detailed training reporting that you can analyse together with your business metrics and understand and adjust its efficacy.
There are many advantages to using training in your onboarding and customer retention strategy. Your team will be able to save time in the onboarding process by inviting your customers to the training programme, freeing time for other tasks that truly need human help. An online Customer Academy will allow you to maintain consistency for all costumers, making sure they receive the right training and information in the way you want it to happen, and they will know there is a place – your academy – where they can go to find the knowledge and help they need, exactly when they need it.
What are the courses you need for great customer onboarding?
1. Company training: welcome and getting started
Just because you have a digital training programme, doesn’t mean you can’t make it personal.
Company training is about making it personal and creating a bond. You do this by using your CEO, company leaders and other team members the presenters of your training videos.
Course #1: Welcome
- Welcome message from your CEO
- Company values, mission and vision
- Customer Academy presentation (invitation to use and how to use it)
- Where to find additional resources and support
Course #2: Getting started
- Defining success (metrics and goals)
- Product setup
- Global information your customer success team would repeat to all customers and that doesn’t need immediate feedback
- Next steps in the training journey and their benefits: product and skills training
2. Product training
This is the obvious training topic in onboarding, although many companies still don’t do proper product training. There are some proved methods to make your product training more effective and long-lasting. Here are some tips to achieve it:
- Start with an overall view of your product without getting into the details of “where to click”. Explain the logic behind it and any process that may exist that will help your customers understand how everything is connected.
- Product training should include the how, the why and the when.
- Make sure your product training is organized in a logical sequence for its usage of its interface. This will differ depending on your product or even on who your users are, but it should be easily identifiable and findable in your training.
- Keep your videos short, and one feature of action per video. This way, your customer can go directly to what they need to find (without going through several other information not important for that moment) and it will be easier for you to update as well when needed.
There isn’t an exact number of courses in this category, as every product or service will be different. You can find more in-depth information on how to create the perfect user guide for SaaS here.
3. Skills training
Skills training is what makes the difference between a good and an amazing Customer Academy. As in any product, there are some skills you may need to have in order to use it successfully. Here’s an example: with product training, you can learn how to send an email in an automated platform. However, if you learn how to have better open and click rates, and how to write a great subject line and what keeps your emails away from the spam folder, then you know how to send that email using that same platform with better results.
If your customers know how to use your product to be more successful – that’s a big win for customer happiness, retention and loyalty. It’s what makes the relationship tighter.
Here are some tips for skills training:
- Make sure the topics are relevant and can actually impact your customers results.
- Create specific course for each skill. This will keep the courses focused and shorter.
- Leverage the video format’s flexibility: animation to explain complex concept or processes, presenter to create a more human connection, visuals to increase retention, and so on.
- Continue to update and add to your skills training offer.
One last piece of advice: make sure you choose the right training platform for your needs. User experience and ease of use for both the audience and the back office users is very important, as is the platform’s responsiveness.
You may also find interesting:
Stop churn: Why customer education is key to success (article)
12 tips to choose the right training platform (article)
5 reasons customer leave and 5 tips to prevent it (article)
Online Video Training ROI Calculator (Calculator)
10 tips to create a user guide course that helps increase product usage (article)
Would you like to learn more about how bugle can help you offer great customer training?