Building an On-boarding Framework
0 likes345 views
The document outlines an onboarding framework by Jean-Christophe Taunay-Bucalo focusing on improving customer success in business travel software. It emphasizes understanding customer pain points, mapping milestones, and ensuring success for all stakeholders involved. The framework includes strategies for managing sales processes and enhancing customer support to increase engagement and reduce friction during onboarding.
Building an On-boarding Framework
- 1. Building an on-boarding Framework Jean-Christophe Taunay-Bucalo VP Global Sales and Customer Success
- 2. “Onboarding was and is the one truly universal problem every piece of software has. It’s the only one thing literally all your customers are going to do, and you’re guaranteed thousands of your users will run into some kind of difficulty with it. Des Taylor, Cofounder Intercom
- 3. Know personally the pain of business travel Grew Vend from 0 to > 20M ARR, brought Veeqo to profitability CRO: Scale and manage large Customer Success and Sales teams On a mission to change business travel with Travelperk
- 4. TravelPerk is the first one-stop shop to book business travel STEP 2: MANAGE STEP 3: MONITOR STEP 1: BOOK Search & Request Budget Approve Book $ € ₤ Search & Request Budget Approve Book Pay Report Expenses Team A BILLING CENTER COST CENTER Office X
- 5. The Theory behind the framework
- 6. Map Milestones Identify Success 2 1 Find the friction3 Clear the path4 Measure and iterate5 •Simple is better •Start Macro •Look for highest impact •Direct Interaction or Technology
- 8. Identify Success1 •It is the Customer Success not your success •Success needs to be for all major stakeholders •No more than 3 success 1. The traveller discover finally a solution offering all in one for business Travel 2. Travelers have experienced a flawless process of travel booking and have been helped by 7 star customer service. 3. The company has full visibility on their business travel and they have also cut the travel cost significantly.
- 9. •It is the Customer Success not your success •Success needs to be for all major stakeholders •No more than 3 success Map Milestones2 Sign Up Search Relevant Results Everybody book with TK First Booking Start at a Macro Level Don’t get into too much details Focus on Customer output not on product features
- 10. •Check hypothesis to exclude •Mix of quantitative (analytics ) and qualitative (interviews with customers) •The on-boarding problem might come from the app but not all the time What was the issue ? Drop off between First booking and all travels in the company is done through Travelperk. Hypothesis tested and excluded •Is the traveller unhappy ? No they love it ( high NPS) •Is there a cost ? (No it is free) •Is it too hard to set up ? (actually it is pretty easy) Real Explanation Within the customer’s organization it was hard for the traveller to get sufficient support to push for the change Find the friction3
- 11. • Change the logic of the sales / on boarding process to a Land and Expand strategy • Focus on getting a small pilot team to 10 Booking • Pilot Team become the champions for the roll out • Focus on Customer Outcome Clear the Path4 Sign Up Search Relevant Results Everybody use Travelperk First Booking Pilot Team 10 Bookings
- 12. Increase of Number of bookings by 800% in 4 months
- 13. 1.Put together a framework, it is as important as having a budget 2.Defined 3 Customers’ Success Events ( not 1, not 10) 3.Don’t ignore the customer’s organization internal challenges. 4.Focus on the milestone where you have the biggest drop off 5.You might need to change your entire Sales / CS interaction and process