Customers don’t onboard

Users do…

When it comes to misusing terminology, I’m among the world’s worst. But words matter, especially customers vs. users.

While we spend a lot of time talking about “customer onboarding” in SaaS, we often lose sight of the fact that we actually need to win over users and on board people successfully.

You see, the close of a sale – the commercial contract – is just the beginning of a two-sale process. The second sale begins immediately after the commercial win and is a key factor in determining whether we’ll retain a customer for one contract term or many.

The second sale is the one in which we convince users to attend trainings, share information and ultimately USE our product.

The more engaged your users, the better the recurring usage. The better the recurring usage, the better chance we have of surviving champion turnover, a customer selling the business, or other circumstances that carry high probability of churn.

So I’m curious…

How is your Customer Success team aligned against the goal of driving user adoption of your product?

Comments

3 comments on “Customers don’t onboard”
  1. Adam ODonnell says:

    This stuff is spot on, and it keeps coming! I don’t know how you find the time to write this much.

    We were talking about this the other day. It isn’t about companies; it is about the people in them.

    [image: photo] *Adam O’Donnell* Co-Founder, Successly 615-476-5221 | adam@successly.io Customer Success Video PodcastSuccessly Live

    On Tue, Apr 25, 2017 at 2:40 PM, The Customer Imperative Blog wrote:

    > Jay Nathan posted: “Users do… When it comes to misusing terminology, I’m > among the world’s worst. But words matter, especially customers vs. users. > While we spend a lot of time talking about “customer onboarding” in SaaS, > we often lose sight of the fact that we actually ” >

    Like

  2. So true, Jay! I see that just as much as part of the reps who sold the deal duties to position that as a path to success for the customer, early and often in the sale.

    Like

    1. Jay Nathan says:

      Yes! That’s the best of all possible scenarios, Ryan. The rep who sold the deal has the attention and trust of the customer right out of the gates. What I’m seeing is that they need training on a concrete talk track from the activation team. It’s also a good practice to have the rep who sold the deal on an orientation/transition call with the activation team.

      Like

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