Category Archives: Customer’ Experience

Why Do Customers Leave?

(Preventable) Reasons Why Customers Leave at The Onboarding Stage



Many SaaS (Software as a Service) companies fail at onboarding new customers. They don’t have any outlined goals or strategies to introduce the customer to their company and product. But why does it matter?

Simply put, your company depends on recurring revenue, which you can only get if you have properly onboarded customers. They will see the value you offer and become willing to do business with you for a long time.

On the other hand, 68% of customers churn due to bad experiences with a company. And it all starts with onboarding.

Therefore, it’s important to understand where the problems are in your onboarding process and find solutions. So, we’re presenting the three most common reasons why customers leave and provide actionable tips on improving your onboarding.

Complicated Data Onboarding

The quicker you can get your customers to their Aha! Moment, the better your chances of retaining them.

But what if your product requires migrating a lot of data for the customer to get to an Aha! Moment? If the process takes too long, it might lead to frustration.

According to a recent survey by Flatfile, almost 90% of SaaS companies require some level of data migration. That is a process of transferring customer’s online and offline data to a new SaaS product. The data might be sourced from a previous SaaS product that the customer used, or from spreadsheets, files, and activity logs.

When participants were asked how long it took them to upload the customers’ data, these were the results:

Source: Flatfile

Almost half of the respondents take hours or days to import data, but a concerning number of companies require weeks or months. One CRM implementation specialist claims that it takes him 11 months to migrate customer data for some projects!

The last thing you want is to lose customers because of the lengthy data migration process. So, is there a solution?

The same survey reports that most respondents use a combination of built-in data onboarding tools and manual upload.

Source: Flatfile

Follow their example and invest in a good data onboarding platform. With automated tools, you can significantly speed up your data onboarding process. Most importantly, an automated system should not require any coding, which means you can set it up quickly. The expediency significantly reduces churn, and you can help customers achieve their goals faster. In the end, accelerating the onboarding process is essential for a good customer experience.

Inadequate Training

Do you know where SaaS companies fail the most during onboarding? Educating their users about how to use their product.

Actually, 8 in 10 users say they’ve abandoned a product because they didn’t know how to use it. And that’s the main purpose of onboarding!

The simplest solution for failings in customer education is to have a good onboarding strategy. There are three main approaches to onboarding:

  • Self-service, which allows users to be entirely self-reliant, is usually employed by customers with a very large number of users
  • Low-touch, which provides automated customer support for products of medium complexity
  • High-touch, where the onboarding process is wholly personalized, usually with a dedicated customer success team

This will determine how you’ll train your customers. However, whichever approach you choose, you need to take two things into consideration: the product and the customer. Different customers require different levels of training. For example, if you are selling software that helps customers build their websites, you’ll have to consider if the customer is a complete beginner or if they have some experience in web design. That’s because your next step will include customizing their onboarding process according to the type of customer they are.

While those with previous experience might be happy with a quick overview of the features you offer, the beginners might need a more structured approach so you’ll need to implement checklists and tooltips to guide them through your onboarding.

For instance, Cognos Analytics provides a product tour with a three-step checklist for the user to complete.

Source: Appcues

In other cases, your advanced users might skip the tutorials altogether and jump into using the product on their own. Also, the complexity of your product is important. For example, if you have a social media scheduling app, all you’ll probably need is a few tips and a short video tutorial to show your customer how to schedule their first post. But if you have complex marketing software that requires several months of implementation, you’ll need a dedicated customer success team. Your team will need to work with the customer one-on-one to provide the necessary training. In the end, the only thing that matters is choosing the right onboarding model. Your customers will be adequately educated and realize your product’s value faster, while you’ll increase your retention rates.

Poor Communication

Remember that your customers are in the process of learning about your product during the onboarding process. So it’s vital that you have their back throughout that journey. The simple reason is that they’re going to have questions and might need assistance finding the answers. So, if you want to keep your customers happy and reduce churn, you need to provide easy ways to find relevant information for their onboarding problems. How do you do that?

According to Microsoft’s research, customers want an omnichannel experience when it comes to communication. When asked how many customer service channels they use, these were the results:

Source: Microsoft Dynamics 365

The prevalent communication channel seems to be the telephone, followed by email and online self-service. Self-service is on the rise because many companies are adopting knowledge bases and help centers where customers can find relevant articles on their own.

Source: Microsoft Dynamics 365

The more options you have, the better because you cater to your customers’ preferences and increase their satisfaction levels. Also, it significantly increases their chances of getting an answer fast. In the end, it’s not the communication channel that’s important. It’s the speed at which the customers get to the information they need. They expect to get answers as soon as possible, so you must respond promptly. So, if your customers are having problems with using a certain feature, send them an email that will explain it more clearly. Like this example.

Source: Hiver

The most important thing is to reduce customer frustration while they’re learning about your product. So the obvious solution is to provide the customer with a variety of ways to get in touch with you and find the answers they need quickly.


Your onboarding is your best chance to make an excellent first impression. You’ve worked hard on acquiring customers, so you mustn’t fail in getting them acquainted with the intricacies of your product. If you dedicate time and effort to avoiding these common reasons for customer churn, you can increase your profits dramatically. Simply by improving your onboarding, you’re hitting two birds with one stone: retaining customers and making more money. And in the end, that’s what you need for building a successful company.

Lisa Michaels is a freelance writer, editor, and a thriving content marketing consultant from Portland. Being self-employed, she does her best to stay on top of the current trends in business and tech. Feel free to connect with her on Twitter @LisaBMichaels

5 Tips: Providing Customers A Personalized Experience

5 Tips On Providing Customers With A Personalized Experience

Amazing customer service isn’t just an option for companies anymore – it’s mandatory. If you want to thrive in today’s competitive world, you need to provide your customers with a memorable and unique experience.

Personalization is the key to delivering thoughtful and attentive customer service. It can give your company a way to stand out from the crowd. Forrester tells us that 77% of customers have recommended a brand, or paid more for their services and products from a company with good personalized service.

How do you deliver a personalized experience that makes the right impact on your target audience? Here, we’re going to offer a few excellent tips to get you started.

1.   Address Your Customers by Name

It’s easy to fall into the trap of seeing your customers as numbers rather than people when you’re running a business. However, this can harm your reputation as a company and your relationship with clients.

Research tells us that human brains respond differently to hearing or seeing their own name. Because of this, it’s essential to connect to your clients as individuals.

The good news is that you don’t have to remember every customer’s name yourself. There are customer relationship management and email software tools to help. These solutions will automatically keep track of customer data for you and apply it to things like email messages or texts.

Learning your customer’s name and using it regularly is only the first step in delivering a personal experience, but it’s an important move in the right direction.

You can also increase the human connection by signing your emails from a real person, rather than just using the company name.

2.   Segment Your Customers

Although your customers may share some of the same characteristics, like interest in a specific niche, they’re all different.

One of the most critical aspects of delivering great customer care is showing your audience that you understand them. Keep records of your customers just as you would keep records for your business finances.

Once you have that information, you can use it to segment your audience according to different factors, such as a person’s age, gender, or interests. Remember, a middle-aged housewife will have a different set of expectations from a teenager who’s living with their parents.

Your customers want a unique experience that’s tailored to them. If you have the right software, like dedicated email marketing and CRM software, you can even go deeper with your segmentation. For instance, you could send different messages based on the products that customers have purchased in the past.

3.   Reward Customer Loyalty

Loyalty is a big deal these days. Most customers will have an opportunity to buy from dozens of other companies just like yours. There may even be more affordable versions of your product or service out there if your customers are willing to look for them.

If you have people that stick around and continue purchasing from you, it’s important to show them that you appreciate that. This could be as simple as sending a handwritten thank-you note to your most appreciated clients or sending them a special discount on their birthdays.

You could even allow some of your clients to sign up for a loyalty program. This strategy would involve rewarding clients whenever they make a certain number of purchases with discounts and freebies.

You can also offer rewards when a customer refers someone new to your product and service, therefore increasing your revenue potential.

4.   Build Detailed Buyer Personas

Having the right documentation and resources in place is essential to being successful with customer service personalization. Your buyer personas provide a powerful overview of who your customers are and what they need from your brand. Often, these personas will offer insights into location, gender, age, and even hobbies or interests.

Having a set of buyer personas for each of the types of clients you’re trying to reach will make it easier for you to step into your customer’s shoes.

It’s essential to make sure that your personas are as detailed as possible because different personas will have different needs you need to fulfill. Knowing how to address their needs puts you one step closer to presenting yourself as the ideal solution.

Find a way to consistently collect data about your customers, so that you can update and improve your personas as you go.

Remember, you are likely to have more than one persona that you need to consider. Don’t be afraid to make multiple profiles. What’s more, you’ll need to keep adding to those profiles and optimizing them over time.

5.   Map the Customer Journey

Finally, as you’re researching your audience and figuring out more about how they experience your brand, create a map. You should be able to see how your customers get to the point of having a problem that they need to solve, to buying your products or services.

Mapping out the customer journey from start to finish will let you know which touchpoints you should be more aware of. For instance, you might have a blog that helps to provide your audience with information, but do you need an FAQ page too?

Should you be active on certain industry forum websites, as well as social media platforms? How can you make sure that you’re ready for anything the customer might need?

Don’t forget to take feedback and reviews into account when learning about the customer journey too. Your customers can give you some valuable information.

Deliver More Personalized Experiences

Customers around the world have made it truly clear that they value personalized and relevant experiences above all else. Today’s clients are willing to pay more for experiences that are suited to them.

Additionally, they’re more likely to keep coming back for more purchases in the future.

By tailoring your experience to your target audience’s needs and preferences, you can ensure that you’re delivering the kind of interactions that delight your clients. This could even mean that you end up with better reviews and more referrals to attract new clients.

— Guest Blogger: Lisa Michaels

Lisa Michaels is a freelance writer, editor, and a thriving content marketing consultant from Portland. Being self-employed, she does her best to stay on top of the current trends in business and tech. Feel free to connect with her on Twitter @LisaBMichaels.


Why You Need to Revolutionize Your Customer’s Experience

When a business owner builds their website, the focus is often on their preferences in terms of the technology and functionality and the visual design. While this is obviously a great place to start, it should not be the main consideration. What’s more important? The customer’s needs and expectations. Simply creating a website and expecting customers to flock to it and the orders to start flooding in is, unfortunately, rarely a successful strategy. To make a lasting impression on visitors and to convert them to customers, a website’s structure and design should be tailored to deliver the best possible customer experience.


A website is built on a foundation of seamless and intuitive technology which customers don’t even think about when they’re browsing or purchasing. The average customer does not consider how the website works, but they expect fast load times, clear navigation, and a simple buying process. When a page takes too long to load or the website fails in some way, customers will become frustrated and will probably take their business elsewhere. For those working in the supply chain, for example, who are looking to improve their communication with the suppliers they supply to, utilize the right technology to let you do this. Visit for expert support and advice.


The design of your website is what wraps the technology up and makes a website visually appealing. The first impression customers get of your brand is often your website so it’s really important that it represents your brand and conveys your business’ ethos and what you do. However, it’s not enough for a website to simply look good. The best websites are striking, yes, but they are also created with the user’s journey in mind. You want to lead the user’s eyes towards particular areas of your site and a designer can do this with graphics, lines, and colors. Visitors will form a judgment about your website and therefore, your business within seconds. Make sure that they have a clear path to follow, which leads nicely into usability.


Within the design and the technology of the website, you need to place content which is easy to consume for the user. Words, images, and icons should guide users through the website through clear navigation and compelling call-to-actions that establish your business as trustworthy and an authority in your field. The website’s usability or lack of it can and will prevent customers from making a purchase.


The next level up from usability is the influence of a website. This means that in addition to making the purchasing process convenient and clear, you also employ tactics to lead buyers through the sales journey. From providing information, comparisons, addressing concerns, reinforcing the benefits and guiding them towards a purchase. The purchase may not be immediate, but if the influence is effective, they will return at another time. Tactics may include a sincere and helpful tone or personalization, which builds trust and reassures the user. It’s not intended to be manipulative and should never be deceptive; you should understand the customer’s needs, what represents usability to them and talk directly to them.