In the competitive digital marketing agency market, winning new clients is just the first step. The secret to a successful operation lies in retaining or building customer loyalty, and this starts right from the onboarding stage.
All the strategy and argumentation work with the client, done at the time of sale, needs to be validated the day after the client joins.
What do I mean? The quality of the onboarding needs to validate that you are a strategic agency and that the choice was assertive.
This process may be more important than you imagined. But for it to be efficient, it needs to be well organized and have a high impact.
This content delves into the importance of onboarding, showing how a well-structured process can transform your relationship with your clients and boost your agency's growth.
What is onboarding in a digital marketing agency?
Even though this is a “natural” stage of the client’s entry into the agency, onboarding has two major missions: integrating the client into the agency’s project and process and integrating the team into the client’s business for more assertive delivery.
Onboarding is a strategic and personalized architects email lists uk process that integrates the new client into the agency, creating a fluid and welcoming experience from the beginning of the partnership. It aims to align expectations, establish transparent and efficient communication, and build the foundation for a lasting and productive relationship.
This is the time to introduce your team, the work processes, the tools used and, most importantly, your added value. In this context, this is the stage in which the client understands in greater depth how the agency works and what the next steps are, in addition to what their participation should be in achieving the desired results.
The importance of onboarding: it can ensure retention
Understanding that onboarding is the agency's first opportunity to improve the new client's perception of value, effective onboarding directly impacts your agency's success in several aspects:
Clear and aligned expectations: Avoiding misunderstandings from the outset is key. A well-structured onboarding process clearly defines objectives, strategies, metrics, deadlines and communication channels , ensuring that both the agency and the client are on the same page. This significantly reduces the likelihood of future conflicts and frustrations.
Reduced churn rate : Satisfied customers tend to stay longer. Effective onboarding creates a solid foundation of trust and transparency, minimizing the chance of the client looking for another agency. This translates into greater profitability and predictability for your business.
Operational efficiency: A well-defined onboarding process optimizes workflows, avoiding rework and wasted resources. With clear and documented information, the team can focus on executing strategies, generating greater productivity and more effective results.
Stronger, more collaborative relationships: Onboarding is the perfect opportunity to build a strong relationship based on trust and collaboration . By showing your client that you are committed to their success, you transform a simple business relationship into a true strategic partnership.
Maybe all of these points were already mapped out by you. But the question is: by confirming and reinforcing this clarity, has your onboarding promoted this?
How does onboarding impact customer relationships?
I have a saying that goes like this: what starts wrong will probably continue wrong. I know, it sounds pessimistic, but it translates something very common: clients who abruptly enter the agency's workflow tend to have a wrong view of the process that must be followed for efficient delivery. Can you relate?
So, with this in mind, onboarding emerges as a tool to transform the client-agency relationship. Yes, it can allow you to build a healthier service and delivery flow for both parties.
When customers understand the context and stages of the service they have contracted, the perception of value of the service tends to increase significantly. Several surveys and studies on consumer behavior suggest that this understanding can lead to a significant increase in the perception of value and, therefore, an increase in the agency's LTV.
Some key points based on research and analysis:
Transparency and Trust: Research from Harvard Business Review indicates that transparency in the service delivery process can increase customer trust , which in turn can increase the perception of value by as much as 20% to 25%. When customers understand how the service is performed, they are more likely to value the effort involved.
Satisfaction and Loyalty: According to research from the Institute of Customer Service , customers who have a clear understanding of service steps are 30% more likely to report high levels of satisfaction. This satisfaction often translates into a higher perception of value, which can result in up to a 25% to 30% increase in willingness to pay for additional or premium services.
Reduced Unrealistic Expectations: When customers understand the process, there is a reduction in unrealistic expectations, which can reduce complaints and increase the perception of value by about 15% to 20%, as suggested by studies by JD Power .
Customer Education: A report by McKinsey & Company highlights that educating customers about a service can increase their perceived value by up to 20% . This is because the customer begins to better understand the cost-benefit of the service, recognizing the complexity and expertise required to perform it.