BlogmyQuery – BMQ

So you already know it’s the most crucial and initial stage to drive a successful customer success journey ahead for your clients. Don’t take a chance to risk losing them while you have to be impressive. Let’s see how an onboarding specialist can help and why isn’t a customer success manager always the right fit for this role!

Who is an onboarding specialist? 

An onboarding specialist is the one who knows how to get the early value in the least possible time. Starting from the signup till the first value, they are specialized to do it just the right way! Although a customer success manager can do this as well, it’s hard for them to micro-manage hundreds of accounts. And hence you need a dedicated onboarding specialist to get a smooth onboarding experience!

When does onboarding drop-off happen? 

Let’s assume, you are so interested to move your growing database from Google sheets to CRM and you purchase one. After a week, you find it overwhelming and are lost in the sea of features. You decide to go back to good old google sheets. That’s exactly called an onboarding drop-off. It just takes one week to lose your customers from your platform. 

But as a business, you don’t want your clients to drop off but rather continue using your platform for the benefit you offer. Even though clients get busy, you can’t be easy at it and it’s you who should retain them back! So, the question lies as to, what can an onboarding specialist do? How do you prevent onboarding drop-off? 

What does an onboarding specialist do?  

1. Aid clients in the implementation

Every platform is new to a first-time user and they need help in understanding the working of a specific use case correctly, that is why onboarding specialists help them in getting acquainted with the platform.

2. Solve the queries

Where there is an innovation, there is curiosity and there as well lies queries or doubts. There must be one expert to answer all their questions, and that’s why an onboarding specialist! 

3. Remove the blockages coming their way

Apart from self queries, there can be blockages, blocking our way. It can be a technical issue on the platform or stuck at some error that needs a quick fix and there must be someone to help them move ahead of it.

4. Improve product adoption rate! 

Since an onboarding specialist is responsible for Onboarding. s/he strictly monitors the product adoption. In case of any milestone missed, s/he helps the client to come back on track and thus driving product adoption on the way.

5. Strengthen the relationship with the stakeholders

The Onboarding specialist communicates with all the stakeholders to ensure all on track to achieving the business outcome thereby strengthening the relationship with stakeholders.

6. Prevent onboarding drop-off! 

For the complexity of the problem a product is solving, the solution may be complex too! Sometimes, a client may drop off in the middle because they got busy with their normal work. Although it is still an onboarding specialist’s responsibility to get them back to the platform! 

7. Act on the feedback

There is improvisation only when we reflect on the feedback! Because there isn’t any perfect system, there is continuous learning and that keeps the process going efficiently over time. This is important for an onboarding specialist.  You can learn more about Onboarding from this curated guide- The essential guide to Onboarding

Steps to prevent onboarding drop-off

1. Setting the right expectations

Of course, it takes some effort from the clients to achieve something that your product promises. It doesn’t happen on its own because they have your product.  So the foremost thing is to set the expectations, your clients must work on to achieve the result! 

2. Putting it on the plan! 

It isn’t clear unless it’s on the paper. So the set expectations must be put forth on the paper, such that your client comprehends the amount of effort they need to put into the process. 

3. Get the sign-off

With expectations set and put on the paper, if clients agree and they know what it is all about, now they are ready to sign off from that step. So get the sign-off from the clients at this stage. 

4. Set the timelines

The important thing while making a timetable is to write down the timeline to accomplish the given task. Otherwise, you wouldn’t be motivated to finish something. It’s the same here! Explicitly mention the set timelines to achieve the key milestones. It shouldn’t be general but rather with specific dates! 

For illustration, there’s a lot of difference to make in the impact of the working of a process, in two scenarios. 

1. Mentioning two weeks 

Here, you may generally hear the client saying, can we do it a week later? 

2. Mentioning specific dates 

In this scenario, they just know they have to do it and will make time to put effort into initiating or cooperating with the process on time. 

5. Whom to reach out to? 

The clients must have a point of contact to reach out to. It can be a Data ops SPOC, technical SPOC, or admin SPOC who are meant to turn out as essential champions over time, who would take care to not let the clients drop off! 

6. Getting an agreement! 

All this discussed above is put in the agreement and the clients agree to it! These things should be taken care of before to never lose the clients at any point in time during the onboarding. So getting this agreement right before the onboarding kickoff just sets everything right! 

Summing it up 

An onboarding specialist plays a significant role during the onboarding process and now you know about the responsibilities they take and how an onboarding specialist prevents the onboarding drop off!  So what do you choose, onboarding specialist or customer success manager?

The post What Role does an Onboarding Specialist Play in Preventing Drop-Offs During Onboarding? appeared first on noupe.

“The greatest discovery of all time is that a person can change his future by merely changing his attitude” -Oprah Winfrey.

When you hear about ‘Change’ in your team or organization, what comes first to your mind? 

Is it “fear”, or “uncertainty”, or “more work”? Irrespective of what you feel, ‘Change’ is difficult. It is a hassle. Yet, it could be a beautiful experience that helps us see and feel something that we would never have until forced to. 

According to a report by HBR, “About 75% of change efforts fail due to their inability to deliver value or complete abandonment,”. This probability is quite huge in itself! People usually resist change because they fail either to get value or see it as unworthy.

Why does emotions play a big part in carrying out ‘change management’? How is change management important in Customer Success? Wait. First, let’s try and understand what is change management. 

What is Change Management?

Change management is the act of influencing or making people do things in a different way. It is more of a behavior change. 

As a Customer Success Manager, you’d need to manage change during processes such as Onboarding a new customer, implementing new playbooks, processes, and CS strategies. Customer Success is all about driving transformation. 

A big chunk of your job is to help customers adopt the product satisfactorily. Fundamentally speaking, change management is ultimately about increasing product adoption increase retention. You need to change your customer’s behavior before any of that can happen. 

Why is Change management Important in Customer Success?

Customer Success, as a profession, grew because of its reliability. It is reliable because it controls churn and increases retention. When churn happens, you lose the steady stream of income. It is really expensive and a lengthy process to acquire new customers every time you lose existing customers. To plug this “leaky bucket”, SaaS companies came up with the idea of Customer Success Managers (CSMs). 

A Customer Success Manager is required to onboard new customers, ensure that the buyer adopts and uses the product. It is to make sure that customers obtain value for which they bought your solution. Throughout the whole process, providing an amazing customer experience is an implicit responsibility of the CSM. 

The ADKAR model helps the CSMs to make customers understand ‘change management’. 

A- Awareness of the need for the change

D- Desire to support it.

K- Knowledge on how to bring about the change

A- Ability to show relevant skills

R- Reinforcement to stick the changes

This model is very helpful.  It shows that customer training isn’t enough, alone. The whole journey from purchasing products to attaining business results needs a fundamental change in human behavior. It helps in answering some relevant questions that customers might ask, 

• Why this change?’
• Did we buy this product for this specific reason?
• What’s in it for me?
• Why now?
• How’s is this going to help me?

Implementing a change management process that is not frustrating is key when driving product adoption. The following are some of the do’s and dont’s that the CSMs must focus on to help with the change management process.

Do’s and Don’t to overcome customer’s resistance to change. 

Customers’ resistance to change is something that can derail your plans you’ve for their journey. They won’t agree to ‘the change’ even if you get them to a place where they now understand the advantage of change. Because that is difficult for making the change actually happen. For example- even if you know the benefit of healthy eating habits, choosing broccoli over chips is not easy. 

Now let’s see how can the CSMs or CS leaders navigate the challenge of “resistance to change” that customers show. 

Do’s	Dont’s
Put yourself in customer’s or employee’s shoes. Be empathetic in your approach towards your customer.	Never forget in the first place as to ‘why’ the customer needs the product.
Communicate value to different people in your organization. Cross functional communication is an important skill that a CSM needs to possess.	Don’t underestimate the power of discipline. It’s critical to form new habits.
Reiterate what your customers want to achieve. Monitor their product usage and make them.	Don’t implement sudden changes on your customers. Drop clues about what’s next in the process and collect feedback along the way.
Remind them about the goals that they can achieve by using your product.	Don’t focus too much on irrelevant variances caused by the change. Focus only what is essential.
Changing customer’s attitude isn’t going to be easy. For that to happen, value of the product must be re-emphasized.	Don’t hesitate to assure customers that they’ve their ample resources and information at their disposal.

Change Management Best Practices

Organizations shifting from ‘support-oriented’ mindset to ‘success-oriented’ mindset drive value through desired outcomes. Customer Success function ensures that customers is at the center of everything that the company does. However, it can be still difficult to get your customers to adapting to changes. 

What do you do then? Well, try having some best practices in place to overcome the resistance. For example, if CSMs themselves resist change due to uncertainty, its upto the CS leadership to make it clear why and how the change must be implemented. 

• As mentioned earlier, tell them clearly “What’s in it for them?” Be clear what needs to be done. Example- Let CSMs own the playbook versus ‘telling them to adopt A playbook’. 
• Be honest about what you need. 
• Know that other teams might not understand the exact reason or scope of the change that you need them to make. 
• If you don’t get required help, achieving goal would be tough. 
• As mentioned earlier, CS is all about driving transformation. So 
• What value are you bringing to the table? For the organization?
• Be Consistent. Not only with employees but also with your customers as well.  
• Be systematic. On how you Onboard both your employee and customer. 
• Set upfront the expectations clearly. Be clear about the value that they would receive. 
• Prescriptive guidance is important. Make sure the temper is set right and both the employee and customer 
• Customer accountability should be real. 

Key takeaways

It’s the fundamental thing for a human- ‘what’s it in for me?’. If you’re clear enough about what the CSMs, the entire organization, and most importantly the customers want, then managing the ‘change’ is not going to be tough. 

When dealing with change, human emotions come into play. Hence, along with following best practices, you must account for their emotions as well. Understanding the reasons why customers or employees resist change helps you to get to the root cause of their problem.  and address the issue, so you have the best chance of making change stick.

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