It seems that after every major news event, ‘Five Things We Learned’ blogs and articles appear everywhere and the world of onboarding and customer experience is no different.
Last week we had ‘Five Things’ about Arsenal’s loss to Bayern (perhaps one for each goal). We got another about working from home after Robert Kelly’s kids hilariously photo bombed his infamous piece for the BBC.
We’ve all tuned into things in ‘fives’ so it’s with this format in mind that The Founder is going to share his latest onboarding experience with you.
The vast majority of businesses set out to do a great job but very few can honestly say they do the BEST they can do. And in the interest of fairness, there are many challenges including regulation, product range and scale that all offer obstacles. But it would take a brave soul to say these things are insurmountable.
Let’s take a real example, experienced by The Founder over the last three months. Our story began with a re-mortgage on the family home which should have completed in a week. However, a blend of complacency, poor execution and out-dated processes conspired to sour what had been a good relationship. We’ll spare you the ugly detail, but let’s share the learning.
Five Things We Learned About Brilliant Onboarding
- Data should be pure gold, not pig iron. Every field of data must be validated thoroughly. Perish the thought that you have the wrong address for property under mortgage!
- Customers aren’t likely or less likely to do anything. Commit to your customer experience because they’re not going to score you on a sliding scale. You either got it right or you didn’t. Be brave and ditch the ‘out of ten’.
- Putting a customer’s name on something isn’t new or clever. The most basic CRM will do it, don’t make the mistake of thinking that it fools customers that you care. Instead, give your customers a dedicated, powerful advocate who’ll champion their cause when things don’t go to plan.
- Eat your own food. Try being your own customer and don’t tell anyone you’re doing it. Do whatever you can to make it go wrong because that’s when you learn the most about the strength of your team.
- Don’t be led by the tech. Once you know your customer needs inside out, find the tech that works, shoehorning your customers into an 80% solution will only end in tears.
The link between onboarding and customer experience is clear. This of course means that in the services sector, we’re still consciously sacrificing one at the cost of the other.
We’ve got a vested interest here, after all we’re in the tech enabled onboarding business. But these things fuel our fire, drive us forward and make us ever more determined to change the way business engages with people.
Besides, something has to distract The Founder from those awful Arsenal results.