A good customer experience drives higher retention, brand loyalty and product usage. But what’s the best way to ensure a great customer experience? Start with a great sales-to-success journey.
Let’s talk after the sale. Having a plan in place for after the sale is critical when new business arrives.
New clients may have had the best sales experience. But they only spend a fraction of their time as a client of yours with your sales team. Being able to create a smooth transition from sales to your success teams is essential.
So what should happen after the sale? Here is our sales-to-success journey:
- The Handoff:
The sales-to-customer success handoff is a critical moment in your customers journey. The handoff establishes the foundation of the client’s customer experience post-sale.
So, what is it exactly?
The handoff happens as soon as the sale has finished. The sales team sends the lead-turned-customer over to their Customer Success Representative (CSR). This should be a smooth transition.
How do you create a smooth sales-to-success transition? Through clear communication and setting expectations.
A welcome email is a great way to give your customer a roadmap of what they will experience. You can include an overview of your onboarding process or educational resources.
Onboarding processes are different at every company.
You may have automated your onboarding. This allows clients to onboard themselves without the need to meet with their CSR. Automation can include information collection using forms, and even virtual training.
Or you have a hybrid or non-automated onboarding process. This is where some of the process is automated while the rest requires a meeting with their CSR.
Outline the process
It’s important to outline the onboarding process for clients. How long will onboarding take them? What are the steps they need to complete? If they need to have a meeting, who is it with and how long will it be?
The more clarity you can provide upfront, the smoother and more enjoyable the process will be.
What to include in onboarding
Onboarding allows you to establish trust and build a relationship with the customer. Use this time to set the client up for success.
Things to include in your onboarding:
- Account set up
- Product tips + tricks (if applicable)
- General FAQs
- Review any outstanding questions from the sales process
Best practices include:
- Make it personal!
- Ask for questions along the way
- Keep things friendly & helpful
- Point out any knowledge bases, help desk, and/or resources to help users succeed
- Remember to follow up
Our goal throughout the post-sale process is to create a positive customer experience. This doesn’t stop once you’ve made the sale or the customer has finished onboarding.
Clients are looking for a support system as they navigate a new product/service. Especially in insurance and insurance based products.
Your CSRs should have periodic check-ins with their clients. These check-ins are great for providing relevant information on new products or enhancements.
Personal check-ins or monthly newsletters are great opportunities to keep your clients engaged. Marketing materials, FAQs, and feedback surveys are great things to include.
By implementing some (or all) of these practices, you’ll better position your company to: increase client potential, reduce churn, and uncover upsell opportunities.