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THREE PHASES OF B2B CUSTOMER ONBOARDING: A COMPREHENSIVE GUIDE

Proteus Insights Team in Insights


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The relationship between a company and their customer goes beyond a mere
transaction in the dynamic landscape of B2B. Effective customer onboarding plays
a pivotal role. While most people may still believe the line between complex
sales and customer onboarding is clear. 

In fact, the complex sales and customer success stages of the customer journey
greatly influence the success of customer onboarding. In this article, we
explore the intricacies of each phase. Highlighting their significance will help
businesses optimize their strategies for seamless customer onboarding.


NAVIGATING THE CRITICAL LAST 25% OF THE B2B SALE

In the complex journey of a B2B sale, the final 25% of the process is pivotal.
This phase marks the transition from securing a sale to successfully onboarding
the customer. The end of the sale sets the tone for the entire customer
experience. 

The goal is to nurture future customer relationship management with your
company. The focus shifts from persuasion to preparation. The effectiveness of
this phase can significantly influence the overall success of the customer
integration and long-term satisfaction.

SETTING THE STAGE FOR SUCCESS

As the sale nears closure, it's essential to shift the focus toward laying a
good foundation. This involves setting clear expectations about timelines,
milestones, and addressing potential challenges that might arise during the
implementation process. These final discussions provide clarity, help prevent
gaps, and set a clear path forward. As a result, both parties align with the
projected outcomes and processes.

FOSTERING TRUST AND TRANSPARENCY

The last quarter of the complex sales process should strengthen the relationship
built during the initial stages of negotiation. During this time, maintaining
open communication channels becomes crucial. The sales team must understand and
address the customer's needs. This clarity sets the groundwork for what success
will look like for the customer post-purchase.

This period also often involves the introduction of subject matter experts
(SMEs) into the conversation. These technical or industry-specific experts play
a vital role. They see that the solutions proposed align perfectly with the
customer’s requirements and expectations. 

Their involvement is not just about confirming technical details. They also
reinforce trust through demonstrating expertise and commitment to the customer’s
success.

SALES HANDOFF: BRIDGING SALES AND CUSTOMER ONBOARDING

A detailed and well-organized sales handoff makes the move from the sales phase
to the customer onboarding phase much smoother. This handoff acts as a bridge
between the promises made during the sales pitches and the actual value to the
customer. Customers can see the value clearly only once they begin using the
product or service.

Proper documentation, clear communication of the customer’s goals, expectations,
and the specific solutions agreed upon are crucial. Customer onboarding teams
should understand expectations and what success looks like to the customer.


POTENTIAL PITFALLS OF MISHANDLING THE LAST 25%

Failure to effectively manage this critical transition can lead to several
significant issues:

 * Prospect Ghosting and Deal Loss: Prospects can disengage for many reasons.
   The one within your control is clear communication and trust. Without these
   essential elements, there is a real risk of prospects ignoring you, which can
   result in lost deals.
 * Misalignment with Customer Expectations: Bad transitions between team members
   can lead to a significant disconnect. What makes the most sense for your
   product or service may not be what the customer expects.  As we know,
   unfulfilled expectations most often lead to disappointment and potential
   churn.
 * Extended Sales Processes: Lack of efficiency and clear communication can
   cause delays. The time it takes to get the clarity extends the sales cycle.
   Extending the timeline in this way costs more resources and greater risks.
 * Burnout of Subject Matter Experts: SMEs are often a limited resource.
   Stacking their workload without proper alignment and scheduling can lead to
   burnout. The impact of this affects their effectiveness and availability for
   future customers.
 * Revenue Opportunities Missed: Sales teams must demonstrate how their
   company's solution aligns with the customer’s value expectations. Failing to
   do so can lead to missed opportunities for upselling or expanding the
   customer’s engagement.
 * Ineffective Customer Handoff: The sales team should pass all necessary
   information without gaps to the customer onboarding team. A poor handoff can
   lead to a disjointed implementation process. Mismanaging this step affects
   how customers achieve a successful start and long-term satisfaction.



LAST 25% SUMMARY

The final 25% of the B2B sales process is more than just a phase of closing
deals. This stage of the journey is a critical moment for setting up a
successful, long-term customer relationship management. Key things to focus on
during this phase are meticulous planning, clear communication, and strategic
engagement. Businesses who can ensure a smooth transition to customer onboarding
minimize potential risks and sustain customer satisfaction and growth. 

Handling this transition with care reinforces the customer’s decision to choose
your solution. Positive customer experiences lay the groundwork for a mutually
beneficial partnership.


EFFECTIVE CUSTOMER ONBOARDING AND CONFIGURATION

After the ink dries on a B2B contract, the focus swiftly shifts to the customer
onboarding and configuration phase. The customer success team must transform
promises made during the sales process into tangible outcomes. Successful
customer onboarding goes beyond mere implementation. Best practices properly
align the solution with the customer's specific needs and seamlessly integrating
them into their existing workflows.

THE IMPORTANCE OF CUSTOMER ONBOARDING

The first true test of a company’s ability to deliver on its commitments begins
with customer onboarding. The customer onboarding team collaborates closely with
the customer to gather essential information. 

Clear communication is paramount in understanding the customer's unique
requirements and customizing the solution to fit their needs. This phase sets
the tone for the customer-provider relationship. Regular check-ins, progress
updates, and proactive problem-solving build positive customer experiences.

Mutual benefits define success in this phase. The customer begins to see the
real-world application of the product or service. The provider solidifies their
reputation as a reliable and customer-focused partner. Comprehensive training
and customer service are crucial to ensure customers and businesses receive
these benefits. 

Customer success strategies must go beyond technical training to include
guidance on best practices and optimization strategies. The aim is to educate
and empower customers to derive maximum value from their new solution on their
own.

CONFIGURATION: TAILORING SOLUTIONS TO CUSTOMER NEEDS

Configuration involves fine-tuning the solution to meet the specific demands of
the customer. This may involve customizing features, integrating with existing
systems, and adjusting settings to boost efficiency. Collaborative
decision-making ensures that the final configuration not only meets the
customer's expectations but also enhances their operations.

The configuration process is where the solution becomes truly bespoke. Positive
adjustments are often the difference between a good implementation and an
exceptional one. The great customer onboarding processes deeply ingratiates the
provider with their new customer.


POTENTIAL PITFALLS OF MISHANDLING CUSTOMER ONBOARDING AND CONFIGURATION

However, there are several pitfalls that can undermine the customer onboarding
and configuration process:

 * Rocky or Poor Customer Handoff: It is common to overlook this internal step.
   But not taking it seriously causes confusion. A transition not managed
   properly from sales to customer onboarding frustrates customers. Unmet
   expectations set a negative tone for the entire relationship.
 * Poor Communication and Expectation Alignment: Failing to maintain open lines
   of communication causes gaps and results in missed items. Assumptions without
   context can lead to confusion and a mismatch between delivered solutions and
   customer needs.
 * Inadequate Configuration ("Garbage in, Garbage Out"): Poorly configured
   systems are normally a result of incorrect or incomplete data. Functionality
   issues reduce the effectiveness of the solution and negatively affect rep
   adoption. 
 * Accountability Issues: Struggles to gather and share information effectively
   can lead to accountability issues with team members, affecting the quality of
   service delivered. Accountability in the form of a customer onboarding
   checklist is the best way not to miss anything. 
 * Lack of Visibility: Without clear visibility on progress, potential issues
   can go unaddressed. A Cloudy timeline leads to bigger pain points down the
   line. Customers loose confidence and get antsy waiting for results. 
 * Extended Launch Timelines: An unsuccessful customer onboarding process can
   lead to delays in the project timeline. Teams shouldn't wait too long to
   bring the value of the product or service to the customer. Frustrated
   customers put a strain on the relationship.
 * Customer Frustration: Any of the above issues can lead to unhappy customers.
   Unhappy customers talk more than happy ones. These attitudes can tarnish the
   provider's reputation and impact future business.
 * Revenue Loss: A poor customer onboarding and configuration can lead to direct
   and indirect revenue loss. Opportunities for customer retention and expansion
   diminish, hurting your company's bottom line. 
 * Loss of Customers: Perhaps the most severe consequence is losing the
   customer. Considering the time, effort, and energy in signing the customer,
   losing one is more costly than ever.  


CUSTOMER ONBOARDING SUMMARY

The customer onboarding and configuration phase can determine the longevity and
depth of a customer relationship. The goal is to focus on clear communication,
personalized training, and meticulous customization. These practices secure
successful integration of a business' solutions into customers’ operations. 

Customer signs help to recognize pitfalls of this phase. Avoiding these common
problems is essential to retain customers. Customers who keep coming back during
renewal time builds a strong foundation for future growth and collaboration. 

This approach secures the customer's investment and sets the stage for a
mutually rewarding partnership. A strong partnership can withstand the
challenges of a dynamic business environment.


NAVIGATING THE FIRST 120 DAYS AFTER DEPLOYMENT

The initial deployment of a B2B solution marks the beginning of a crucial phase
in the customer onboarding process. Contrary to common perception, customer
onboarding does not conclude at this point. 

Instead, the first 120 days post-deployment are an extension of the customer
onboarding journey. This stage is critical for cementing the customer’s trust
and satisfaction with the solution. This period often marks the end of the
honeymoon phase. The customer is testing the real performance of the solution
and its impact on business operations becomes evident.

THE IMPORTANCE OF PROACTIVE ENGAGEMENT

During these initial months, the risk of a “divorce” between the customer and
the solution is high. Teams often don't meet expectations and the customer
struggles to integrate the new system fully into their operations. Proactive
engagement is crucial to navigating this phase successfully. 

Regular check-ins and feedback sessions help businesses address any issues that
use of the solution. These interactions also reinforce the customer’s confidence
in their decision. Reminding the customer of the value and support that comes
with their investment builds that confidence.

LEVERAGING ANALYTICS AND PERFORMANCE METRICS

Businesses must utilize analytics and performance metrics to prove the customer
is gaining the most from their new solution. This data provides insights into
how the customer is using the product or service. Reports like these help
support teams recognize usage patterns that may indicate successful integration.
These stats can also help to build impressive case studies.

On the flip side, the report could highlight areas where the customer may not be
leveraging the solution optimally. Such analytics help businesses identify
opportunities for further optimization and enhancement of the solution. The hope
is to continue growth and alignment with the customer's needs and expectations.

UPSELLING AND CROSS-SELLING OPPORTUNITIES

The first 120 days also present a prime opportunity for upselling and
cross-selling. A deeper understanding of the customer's evolving needs and
challenges is a powerful tool. Through ongoing engagement and analytics, your
support team can introduce additional features or services that complement the
initial purchase. 

This strategy enhances the overall value proposition and strengthens the
customer’s reliance on the solution. Reliance means the customer seeing your
product or service as a 'need to have' instead of a 'want to have'. This
attitude caused the business relationship to become more robust and
multilayered.


POTENTIAL PITFALLS OF MISHANDLING THE FIRST 120 DAYS

However, several pitfalls can jeopardize the customer success management of this
critical period:

 * Slow Product/Service Adoption: Customers may not start using the product or
   service extensively soon after deployment. This may indicate issues with the
   initial training or integration. Slow adoption can hinder the customer's
   ability to realize the full benefits, impacting their overall satisfaction.
 * Inadequate Configuration and Refinement: The team must perfectly tailor the
   solution to fit the customer’s business processes. Failure to properly
   configure and refine the solution based on initial feedback can lead to
   disappointment and poor adoption.
 * Damaging Relationship Momentum: Momentum built during the sales and initial
   deployment phases can quickly dissipate. The team must reinforce engagement
   and customer support to encourage this momentum. This can make them feel
   neglected and reconsider their decision.
 * Slow or No Return on Investment (ROI): The quickest way to lose a customer’s
   trust is by failing to deliver a noticeable ROI. Businesses need to
   demonstrate how the solution is making a positive financial impact.
 * Risking Future Growth Opportunities: Mishandling the initial post-deployment
   phase can close doors for future growth with the customer. Without
   establishing a strong foundation, the team is likely to diminish
   opportunities. Opportunities that would expand the customer’s use of
   additional services or products are now out of reach.
 * Customer Churn: Ultimately, all these factors can lead to the most
   detrimental outcome: customer churn. Losing a customer after such a
   substantial initial investment is a financial loss as well as impacting
   market reputation.


POST LIVE SUMMARY

Successfully managing the first 120 days after deployment requires a concerted
effort to engage proactively with the customer.  effectively use data to drive
decision-making, and seize opportunities to deepen the relationship. These
standards help customer onboarding teams build upon the initial promises of the
sales phase. Fulfilling these promises leads to sustained customer satisfaction
and long-term partnerships.


CONCLUSION

In conclusion, B2B customer onboarding is a complex, ongoing process that
transcends the traditional boundaries of initial customer integration. The
crucial final 25% of the sales process lays the initial groundwork. The customer
onboarding and configuration phases actualize the commitments made during sales
discussions. 

The subsequent first 120 days after deployment are essential for cementing the
customer's trust. The hope is to build a customer's satisfaction with the
service or product. We encourage you to view these stages collectively as
critical components of the customer onboarding process. 

A view of the entire customer journey should focus on effective communication,
collaboration, and continuous support. Businesses who achieve this can deliver a
stellar customer onboarding experience. Positive customer experiences establish
a foundation for enduring customer loyalty and advocacy.

ABOUT PROTEUSENGAGE

Engage: Simplifying Complex Onboarding for SaaS, Tech, and Professional
Services. Discover cutting-edge digital workspaces and smart automation that
ensure successful customer onboarding experiences. With Engage, unlock a
consistent and repeatable onboarding process.

POST BY PROTEUS INSIGHTS TEAM

With over 25 years in operation, Proteus has built strong connections with
industry leaders across various sectors, products, and services. Our experienced
team and loyal clients have enabled us to gain valuable insights from these
interactions.



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