Demand and supply – we all know how these two factors govern economies all around the world. Economies fall prey to various ups and downs because of inflation, stagflation, deflation, etc. Thanks in no small part to the changing demand & supply curve.
Well, the story isn’t different when we talk about agencies. Over the years, we have all seen different spells of agency supplies and customer demands. From batch and blast to sophisticated real-time delivery based on predictive modeling, the trends have changed drastically. Changes have also been seen from long-term contracts to free trials and demand for instant gratification.
Consider a scenario where X downloads the white-paper from one of the leading digital agency’s website. The content is consumed, he is being chased after. Account reps make him aware about the solutions and after some constant recalls across the channels and follow-ups from the customer services, he breaks down! He turns into a customer. Whoa! What next?
Where it starts
Most agencies cease their customer on boarding programs here! And, this is the point where it should ideally start. Customer on boarding is a standardized way of letting your customers know what you do. What does your service basket look like? Etc. Most agencies feel the job is done when customer is already converted. I wish that was the case, but unfortunately in the new age dynamics it’s not the case.
Consider customer profitability – Is he staying back already? Has he started looking out for alternatives? Are his demands regularly met? Is buying his only objective? Evaluate on boarding program from bottom of the funnel. And, how do you achieve it?
To start with, develop an on boarding program. With program I do not mean a couple of auto-responders of course! Know your customers persona. Segment them into different groups – repeat customers, brand advocates, one time customers, brand critics, etc. Map them with your content types. Identify which of these groups actually require on boarding.
Onboarding Best Practices
Once you have identified the right set of audience to reach out, make sure to fulfill their instant gratification levels. Here are some best practices to do it right:
- Set-up clear goals of your boarding program and determine the processes that have been helping you turn customers profitable.
- Check out the difference the programs create on your account management, customer support, retention rate, word of mouth publicity, etc. A good program would lower the overall client servicing time.
- Do not keep it need based. Create a mandate for increasing cumulative profitability from your different set of customers. Implement the programs for each one of your defined customer groups.
- If required, link your on boarding programs to perks. For an eg. First 10 customers who would utilize one of the features on your portal receives a 20% off on next subscription, may be?
- The main aim of on boarding program should not only aim at training the customers, but also ensuring they implement it. See if the same is being achieved.
Are you an agency implementing on boarding program? What do you think is the right way to provide instant gratification and at the same time turn customers profitable?