1. Define expectations and set milestones.

I'm a huge advocate of asking as many questions as possible, but this is especially important in the first few days and weeks of engagement with your customers. The biggest question to answer is this: How do they define success? In the new age of customer success, the word "success" is synonymous with the ultimate goal. That means defining what they want out of your engagement, what many in the SaaS customer success world call their "desired outcome."

That will set the stage for setting the customer's expectations.

Next? Make a plan and make it happen. This will require setting "success milestones" -- a fancy word for goal deadlines -- and letting your customer define what those will look like during the sales process, no matter what it looks like in your industry.

Most importantly, be very real: make sure your setting milestones you can hit, accurately, every time.

2. Customize the experience. 

There's tons of stuff out in the interwebs about customizing the onboarding experience for new employees to make them feel at home. Here's your lesson: treat your customers like you would a new, valuable employee -- consider your customer as a partner and make their onboarding experience specific to them and their needs.

Part of the onboarding experience should be individualizing each account -- that should be your general baseline practice and it will come through defining those expectations, as seen above.

What does individualizing the onboarding experience look like? Consider the principles of UX design: The experience with you (again, regardless of industry), should be valuable, useful, desirable, accessible, etc. That could range from client-only VIP portals, personal profiles, exclusive content and offers to simply communicate, being readily available, and understanding enough about your customer to know the questions they're about to ask and answer them before they wonder.

Side note: Random check-ins -- solicited or otherwise -- for quality checks are incredibly helpful to both you and the customer, and they tend to be a pleasant surprise. Ask them how the onboarding process is going for them, if they have any questions, if there is anything you can do to improve, etc., and you will be staying ahead of the game.

3. Onboard the team.

I'm talking about your team. And not just your sales team -- the whole team. Make sure everyone who will be involved knows the needs, pain points, story, background, and onboarding process of the customer.

Make no mistake -- this is a relatively new concept, made popular by customer success. Doing an internal onboarding brief not only makes the customer an integral part of the everyday functioning of the company, but also aligns the team in a way that will allow for the proper flow and functioning of new ideas, less time briefing, and generally a better-oiled machine.

Sailing a smooth ship is necessary during the onboarding process more than any other time in the sales cycle -- remember, the seeds of churn are planted early -- because it's walking the walk when it comes to really making the customer's needs a part of your company's daily to-do list.

4. Gather data.

Gather data, gather data, gather data. Whether that looks like website analytics, buying tendencies, typical sales cycle length, how the customer fairs in the overall market, etc. gather data.

Why? For starters, elite businesses attribute 68% of their success to data collection and analysis.

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Face it: You could be clueless about your customers' needs, and it's hurting your relationship with them and your own growth.

Data will also be your go-to not only through the onboarding process but beyond it. Having baseline data to compare progress or failure to will help you define the success of your sales. You must consistently prove your value beyond the onboarding process, but to do so you need to gather the necessary data during the onboarding process.

5. Focus on the relationship.

Again: This is not a sale. This is a partnership. It doesn't matter if the sale is a matter of seconds (buying an article of clothing) or a couple of years (selling software to whole companies) but in selling you have created the opportunity for a relationship. Hint: Don't let it slide on by.

So how do you create a relationship? Assign account managers. Check in. Follow, like, and comment on their content on social media. Call for progress checkups. It's not rocket science. It's simple, honest, earnest communication. Trust is the antithesis to churn, and relationships build trust and show value.

6. Communicate.

This one is so obvious I almost don't want to write it down. Notice throughout each best practice above, communication and contact is necessary for success. Good, consistent communication during the onboarding process will be what makes or breaks your relationship with your customer. Don't leave them at the sale! Be with them during the initial stages of your engagement and make sure they know you're available.

7. Follow up after onboarding is complete.

Your relationship with the customer shouldn't end once the onboarding process is complete. After all, it would be a shame to build all of this rapport just to cut ties abruptly. 

Instead, leave the door open by giving customers a way to communicate with their account manager after they complete onboarding. That way, if they have more questions about your product or want to onboard a partner or new employee, they have a direct channel to reach your team. 

You should also follow up with customers periodically to see if they have additional questions about your product or service. Once they've mastered its basic features, they might be eager to learn more advanced techniques and tips. This can lead to timely conversations where reps can upsell and cross-sell customers with adds-ons or upgrades. 

8. Continuously assess customer needs.

The purpose of onboarding is to give customers everything they need to accomplish their goals. But, depending on the length of your onboarding process, customer needs might change as they start to use your product or service. It's important to routinely check-in with customers to see if your onboarding is still effective and relevant to their goals. You wouldn't want to put in all this time and effort just for customers to churn because they don't see the value of your product. 

This is where your relationship with the customer becomes very important. If they trust you, they're more likely to be transparent and communicate their needs. This will allow your team to pivot and create a personalized experience based on their feedback. 

9. Onboard product add-ons and account upgrades.

Just because a customer has already completed your onboarding process, doesn't mean they can't go through it again. If they purchase something else from you, or sign up for an upgrade, they'll need to learn how to use their new product.

This is where it helps to have multiple onboarding teams and processes. Some reps should be dedicated to onboarding new customers while others should help existing ones learn how to use add-ons and upgrades. Remember, repeat customers are more valuable than new ones because they're purchasing additional products with little or no acquisition cost. These people already trust your brand so it's up to your team to keep them happy and engaged. 

10. Make your onboarding process accessible, flexible, and repeatable.

As we mentioned above, businesses are living, breathing, organisms, and they grow based on their goals, circumstances, and environment. As companies scale, their short- and long-term needs adapt, leaving it up to your success team to respond to the customer's transition. If your onboarding process is rigid and doesn't leave room for change, it'll be difficult to fulfill all of your customers' needs. 

Additionally, your onboarding process should be accessible and repeatable so new employees, or your customers' partners, can learn how to use your product. Even if this comes at an additional cost, customers expect your business to make it easier for them to bring on new users. 

Great customer onboarding is your shelter in the inevitable event of churn. Churn happens -- but by following solid, through onboarding practices, you are guaranteeing that your company won't end up in the Business History Museum, with the dusty bones of every other old-school business who was scared of change. So go forth, evolve, and welcome new customers with excitement, engagement, and enthusiasm.

Expenses you can claim

Your business can claim a deduction for travel expenses related to your business, whether the travel is taken within a day, overnight, or for many nights.

Expenses you can claim include:

• airfares
• train, tram, bus, taxi, or ride-sourcing fares
• car hire fees and the costs you incur (such as fuel, tolls and car parking) when using a hire car for business purposes
• accommodation
• meals, if you are away overnight.

To claim expenses for overnight travel, you must have a permanent home elsewhere and your business must require you to stay away from home overnight.

If you are entitled to goods and services tax (GST) input tax credits, you must claim your deduction in your income tax return at the GST exclusive amount.

Expenses you can't claim

You can only claim the business portion of business travel expenses. You must exclude any private expenses, such as:

• a holiday or visit to family or friends that is combined with the business travel
• the expenses associated with you or your employee taking a family member on the trip
• souvenirs and gifts
• sightseeing and entertainment
• visas, passports or travel insurance
• travel expenses that arise because you are relocating or living away from home
• travel undertaken before you started running your business.

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Why proper onboarding matters

Imagine getting three months in on a Local SEO contract before realizing that your client’s storefront is really his cousin’s garage. From which he runs two other “legit” businesses he never mentioned. Or that he neglected to mention the reviews he bought last year. Worse yet, he doesn’t even know that buying reviews is a bad thing.

The story is equally bad if you’re diligently working to build quality unique content around a Chicago client’s business in Wicker Park but then realize their address (and customer base) is actually in neighboring Avondale.

What you don’t know will hurt you. And your clients.

A hallmark of the professional Local SEO department or agency is its dedication to getting off on the right foot with a new client by getting their data beautifully documented for the whole team from the start. At various times throughout the life of the contract, your teammates and staff from complementary departments will be needing to access different aspects of a client’s core NAP, known challenges, company history, and goals.

Having this information clearly recorded in shareable media is the key to both organization and collaboration, as well as being the best preventative measure against costly data-oriented mistakes. Clear and consistent data play vital roles in Local SEO. Information must not only be gathered, but carefully verified with the client.

This article will offer you a working Client Discovery Questionnaire, an Initial Discovery Phone Call Script, and a useful Location Data Spreadsheet that will be easy for any customer to fill out and for you to then use to get those listings up to date. You’re about to take your client discovery process to awesome new heights!

Why agencies don’t always get onboarding right

Lack of a clearly delineated, step-by-step onboarding process increases the potential for human error. Your agency’s Local SEO manager may be having allergies on Monday and simply forget to ask your new client if they have more than one website, if they’ve ever purchased reviews, or if they have direct access to their Google My Business listings. Or they could have that information and forget to share it when they jump to a new agency.

The outcomes of disorganized onboarding can range from minor hassles to disastrous mistakes.

Minor hassles would include having to make a number of follow-up phone calls to fill in holes in a spreadsheet that could have been taken care of in a single outreach. It’s inconvenient for all teammates when they have to scramble for missing data that should have been available at the outset of the project.

Disastrous mistakes can stem from a failure to fully gauge the details and scope of a client’s holdings. Suddenly, a medium-sized project can take on gigantic proportions when the agency learns that the client actually has 10 mini-sites with duplicate content on them, or 10 duplicate GMB listings, or a series of call tracking numbers around the web.

It’s extremely disheartening to discover a mountain of work you didn’t realize would need to be undertaken, and the agency can end up having to put in extra uncompensated time or return to the client to renegotiate the contract. It also leads to client dissatisfaction.

Setting correct client expectations is completely dependent on being able to properly gauge the scope of a project, so that you can provide an appropriate timeline, quote, and projected benchmarks. In Local, that comes down to documenting core business information, identifying past and present problems, and understanding which client goals are achievable. With the right tools and effective communication, your agency will be making a very successful start to what you want to be a very successful project.

Professional client discovery made simple

There’s a lot you want to learn about a new client up front, but asking (and answering) all those questions right away can be grueling. Not to mention information fatigue, which can make your client give shorter and shorter answers when they feel like they’ve spent enough time already. Meanwhile your brain reaches max capacity and you can’t use all that valuable information because you can’t remember it.

To prevent such a disaster, we recommend dividing your Local SEO discovery process into a questionnaire to nail down the basics, a follow-up phone call to help you feel out some trickier issues, and a CSV to gather the location data.

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Overview

Your security is our top priority. Follow these best practices to protect your account and prevent unauthorized access.

1. Use Strong & Unique Passwords

• Use a password that is at least 12 characters long and includes a mix of uppercase, lowercase, numbers, and symbols.
• Avoid using common words or phrases.
• Never reuse passwords across multiple accounts.

2. Enable Two-Factor Authentication (2FA)

• 2FA adds an extra layer of security by requiring a second form of authentication.
• Set up 2FA in your account settings to receive a security code via an app or SMS when logging in.

3. Monitor Account Activity

• Regularly check your login history for any unusual activity.
• If you see an unrecognized login attempt, reset your password immediately.

4. Be Aware of Phishing Scams

• Never share your login credentials via email or chat.
• Be cautious of emails asking you to reset your password unless you requested it.
• Verify links before clicking—hover over them to ensure they lead to a trusted source.

5. Review Third-Party App Access

• Regularly check which third-party applications have access to your account.
• Revoke access to any apps you no longer use.

6. Log Out from Unused Devices

• If you access your account from multiple devices, log out when finished.
• Use the "Sign Out from All Devices" option if you suspect unauthorized access.

7. Keep Your Software & Devices Updated

• Ensure your operating system, browser, and security software are up to date.
• Enable automatic updates to receive the latest security patches.

8. Report Suspicious Activity Immediately

• If you suspect unauthorized access, reset your password and contact support immediately.
• Report any phishing attempts or suspicious login activity.

Need Help?

If you believe your account has been compromised, contact our Security Team for assistance

Market alerts are a powerful way to stay informed about significant changes and updates in your areas of interest. This guide will walk you through the process of setting up market alerts in your AlphaSense account.

Step-by-Step Instructions

Step 1: Log In to Your AlphaSense Account

1. Open your web browser and navigate to the AlphaSense login page.
2. Enter your credentials (email and password) and click on the Log In button.

Step 2: Access the Alerts Section

1. Once logged in, navigate to the Alerts tab located in the main menu on the left side of the dashboard.
2. Click on Market Alerts to access the alerts management page.

Step 3: Create a New Market Alert

1. On the Market Alerts page, click the Create Alert button.
2. A new window will pop up, prompting you to set up your alert.

Step 4: Define Your Alert Criteria

1. Choose the Type of Market Alert:
   • Select the type of alert you want to set. Options may include:
     • Company News: Alerts for news related to specific companies.
     • Market Trends: Alerts for trends in specific industries or sectors.
     • Competitor Activity: Alerts for updates regarding your competitors.
2. Enter Keywords or Phrases:
   • In the designated field, enter relevant keywords or phrases that you want to monitor. You can use Boolean operators (AND, OR, NOT) to refine your search.
3. Set Frequency:
   • Choose how often you would like to receive alerts. Options typically include:
     • Immediately: Receive alerts as soon as they are available.
     • Daily Summary: Receive a summary of alerts once a day.
     • Weekly Summary: Receive a summary of alerts once a week.

Step 5: Specify Delivery Method

1. Choose Your Delivery Method:
   • Select how you would like to receive your alerts. Options may include:
     • Email: Alerts will be sent to your registered email address.
     • In-App Notifications: Alerts will appear as notifications within your AlphaSense dashboard.

Step 6: Review and Save Your Alert

1. Review Your Settings:
   • Double-check all the information you’ve entered to ensure it meets your needs.
2. Save Your Alert:
   • Click the Save Alert button to finalize your settings. You will receive a confirmation message indicating that your market alert has been successfully created.

Step 7: Manage Your Alerts

1. To view, edit, or delete your existing alerts, return to the Market Alerts page. Here, you can adjust your settings or remove alerts as needed.

Tips for Effective Market Alerts

• Be Specific: Use specific keywords to filter out irrelevant information.
• Monitor Trends: Set alerts for broader industry trends to stay ahead of the market.
• Regular Updates: Review and update your alerts regularly to ensure they remain relevant to your needs.

Need Further Assistance?

If you have any questions or need additional help setting up market alerts, please reach out to our support team at support@alpha-sense.com or visit our Help Center for more resources.

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Here are my final thoughts: If you are already tracking logins and clicks and product engagement, that’s great! But do understand that adoption is just not about activity, it’s about building confidence in your product and in your product’s vision and mission.

If you approach user adoption right, which means:

1. Merging the what and why by making user adoption a collaborative effort in your company between product, customer success, sales and marketing, and

2. Looking at what’s happening in your product as a way to engage with your users out of the product so you can get them closer to your company mission and feeling more emotionally connected to your brand,

Then you are grasping the fundamentals of user adoption. You are building a foundation that isn’t built on getting rid of churn, you are preventing it from happening in the first place. And in the process, building a really strong fortress against other competitors to come in. Because if you don’t WOW your users, someone else will.

We have spent the last decade focusing on the buyer and the buyer journey, but everyone has woken up to the fact that customer success is the engine to incredibly exponential growth. User adoption is the FUEL to that engine.

User adoption (or lack thereof) plays an integral role in shaping both online and offline behaviors that can drive Moments of Truth. Moments of Truth are interactions that have a disproportionate impact on your customer’s long-term mindset about your brand. Let’s talk about a few critical offline moments you should be aware of:

1. Change in relationship: When users are showing signs of weak engagement or WOW attainment, right after they purchase you, or right after they finish onboarding. Questions to consider:

• Do they have a strategy?
• Do they lack resources or capacity?
• Has something in the organization changed?

2. Crisis: When the customer shows lots of early WOW moments and engagement but then you notice a sudden drop off. Questions to consider:

• Did your champion leave the company? Were they promoted?
• Bigger strategic issue or priority (i.e. acquisition)?
• Personal issue (again capacity, frustration, etc.)

3. Unexpected Delight: When your customer does something positive that you didn’t expect them to do, celebrate and reward that WOW achievement. Acknowledgments to consider:

• Send badges, gift cards, or other swag
• Deliver a “high-five” via email or in-app
• Invite them to write a blog post or speak at an event to discuss their success and advice to other users who most likely share similar aspirations.

The best place to look for your what’s and why’s are most likely within your Product and Customer Success teams. The problem is that they are often focused on those areas separately and they do a mediocre job merging to two, if they’re doing it at all.

In fact, most of the time, these teams live in separate applications and are looking at completely different sets of data even though they often want to answer similar questions when it comes to user adoption.

Last year, we facilitated a benchmarking survey in collaboration with SuccessHacker and ProductCamp to hundreds of customer success and product management executives to find out how these two teams work together today. This survey was the first of its kind and we uncovered so much insightful data, like the fact that 80% of product and CS teams work with separate applications. We also found that most respondents felt least aligned on who their ideal customer was. That’s concerning to think about when knowing your customer and understanding your users is so critical to your success as a business.

Regardless of what role you’re in, if you asked your peers in other departments who your best customers are, would you all come up with the same list of common characteristics? Not knowing your audience is pretty scary, and becomes even more complex when you have different types of users and multiple product lines. Without understanding the needs, characteristics, and expectations of your customers, you leave open the potential for miscommunications, an inability to tailor your efforts, and misguided direction on how your product fits into their day-to-day.

One way to go about aligning your customer success and product teams toward the customer and their success is to consider how you can merge your efforts. Take a look at the success flows your customer success team is thinking about (moving customers along the customer journey) and the user flows your product team is thinking about (guiding users through key features) and look at ways you can combine these into one map of the customer journey as it relates to your product.

(Click the image above to see the user flows).

The takeaway here is to bring together your product and customer success teams more often to discuss what they’re seeing, to share data, and to ultimately come to a conclusive idea about who your ideal customer is and how you can WOW! them both online and offline.

User adoption is the process of ensuring each of your users is successful in using your product to achieve their business goals. This is critical for SaaS (software-as-a-service) businesses who rely on recurring revenue because, if managed effectively, it leads to higher retention rates and unlocks new revenue growth opportunities for your business.

Unfortunately, this step is often skipped as companies quickly try to move straight into retention. Getting user adoption right is hard work, but without it, retention, expansion, and advocacy become significantly more difficult to master and leaves your organization vulnerable to preventable churn. It’s the bedrock of any best-in-class customer success strategy because it sets the foundation for users’ understanding of and success with your company and your product. When you make user adoption a key company strategy, customer success transitions from a department to an entire company philosophy. It’s truly amazing what happens when marketing, sales, customer success, product, customer support all embrace user adoption.

A strong user adoption strategy can mean the difference between growth and churn, which is why getting it right is a must for SaaS companies today. It is a fundamental element to the customer journey that must come before retention, expansion, or advocacy.

Why user adoption is vital for SaaS businesses

I’m sure most of you have read Tomasz Tunguz’s illustrative blog post about the math behind how a business with a -5% monthly customer churn rate can see an additional 73% in revenue annually versus one with a 5% monthly customer churn rate. That’s huge!

And while I want to acknowledge that churn has completely legitimized the customer success role, it’s also driven many companies to act from a position of fear, and that in itself is a weakness that I want to address. I think customer success was inherently born out of churn and that’s a tough starting point. It means we’re working from a place of reactivity to churn instead of proactivity against it in the first place, making it harder for us to progress as an industry and match our customers rising expectations.

At UserIQ, we look at customer growth as a company-wide, multi-step journey through several phases – retention being just one of them. It’s not a walk in the park; it’s more like a series of steep climbs you need to get through. It’s hard work.

In this journey, many companies are still trying to get their act together and figure out where to even start. Often they want to skip right to customer retention and expansion because that’s where the money is, but here’s what I’ve found: there are no shortcuts on the journey to customer growth. Too many companies (my own experience included) have skimmed or even completely skipped over adoption and have paid the price for doing so in that they miss out on building stronger foundations for their users.