[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default”][vc_column_text]The Onboarding Window: The First 90 Days
For a young company, the first 90 days of a customer relationship are critical. Research into the subscription business model shows that getting a customer to effectively start using your product in the first 90 days leads to an increase in lifetime value of up to 300 percent for some companies.
Take marketing software provider Constant Contact, which once struggled with the first 90 days of a new customer relationship using a “who, what, when” approach to onboarding new customers:
Who = who a customer wanted to send an email campaign to
What = what the customer wanted to send
When = the timing of the campaign
Sounds good but, in actuality, the process was awkward, and Constant Contact lost customers before they had a chance to fall in love with the software. After reassessing its onboarding process, Constant Contact made it much easier for customers to see their campaigns come to life before their eyes. In its new iteration, the process began with when, moving on to the what stage (emotional reward), and switching to the who part of creating a campaign. The difference was that, by this point, Constant Contact had enough relationship equity with the customer to get it over the hump of uploading its database.
This minor reordering of the onboarding flow led to a dramatic reduction in customer churn.
Whether you’re in a subscription business, or still using a transaction business model, how you treat a customer in the first 90 days will go a long way in determining their overall satisfaction. To benchmark your customer satisfaction against world class brands, get your Value Builder Score now.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default”][nectar_btn size=”large” button_style=”regular” button_color_2=”Accent-Color” color_override=”#007581″ icon_family=”none” url=”mailto:team@thehabitsofprofit.com” text=”Contact The Habits of Profitability™ Team” margin_top=”20″][/vc_column][/vc_row]