A recent study by the Boston Consulting Group found that 70% of digital transformation projects fall short of their goals. A poor onboarding experience and a lack of purpose-built systems are common reasons for project failure. Here Alana Burton, Head of Customer Experience at Intoware, the digital workflow leader explains why their human approach to customer onboarding is helping to ensure businesses get value early on from their investment – the first in a three-part blog series.
Customer onboarding is an umbrella term that’s often used to describe the entire process that businesses go through when they start their digital transformation journey. The onboarding experience defines the ongoing relationship that our customers have with us – so it’s critical to their future success.
It isn’t just about teaching businesses how to use our workflow automation software WorkfloPlus that generates work instructions for the frontline workforce to follow via smartphones, tablets or wearables. It’s about getting them to the moment where they realise that WorkfloPlus is tailored to their individual business needs – that ‘aha moment’ when they gain new insights for better, data- informed decisions.
This can be anything from ensuring greater speed and accuracy in asset reporting; enabling fewer visits to site and greater operational visibility that all impacts your bottom line. Our customer onboarding service is all about creating a human connection and developing long-term relationships based on trust. It is the process of helping new customers get started and most importantly, to remain engaged by creating new work habits.
Digitisation is a series of steps that enable paper-based processes to be replaced with smart digital workflows that are integrated into business operations simply and easily, whether they are followed by frontline engineers out in the field or providing data insights for managers back at HQ. It isn’t just about teaching customers which buttons to click on our app; it’s about supporting their strategic business goals and understanding what “success” means to them?
It's not a ‘one size fits all’ strategy
We know that for most businesses we work with they are at the very beginning of their digital journey and with that in mind we have created an in-depth, proven and simple onboarding process. We work closely with our sales team to fully understand their requirements including: - what the reasons are for beginning their digital journey; what are their ‘pain-points’; what they want to achieve and what resources are available to them?
Each customer is unique, so we adapt our onboarding process according to their individual needs, we find this flexible approach supports early success rather than staying with a rigid gated process. We begin with a discovery session to fully understand their needs and identify where we can help the most.
As standard all our customers get access to our onboarding service where we train their workforce on how to build workflows, manage them, run jobs and access data. On some occasions customer requirements may be more complex and so we will adapt and work with them to achieve the integrations they require. Our onboarding process is in-depth, but most importantly it’s human, it’s this one-to-one approach that helps get results.
How long does onboarding last?
Typically, we aim to have WorkfloPlus users up and running in four to six weeks so customers can achieve value early on in their projects. Once onboarded, we carefully track usage of WorkfloPlus to ensure that our customers are making the most of the platform’s features in line with their individual needs. We will then work with them, so they can get an even greater return on their investment.
Laying the groundwork for future success
When a customer gains early value it helps builds trust in WorkfloPlus. We are an open and transparent organisation, which means we like to think of ourselves not only as a provider of smart workflow technology, but as a true extension of your business. So, if our customers aren’t successful then neither are we, this is the foundation of our onboarding approach. This helps us to achieve entire company ‘buy-in’ around digital transformation which can mean the difference between failure and success.
The aim of our customer experience team is to ensure project success by creating a deeper, one-to-one bond with our customers. While our proven metrics not only look at how long it takes our customers to be onboarded, but we effectively track their engagement so when they come up against challenges they can be quickly addressed along the way.
Now that we’ve explained how we engage our customers, learn in our next blog how we help them to build digital workflows and embrace change.