No client is the same. But you can make them all loyal if the onboarding process begins correctly.
But, try as hard as we may. Few things could slip out of our minds and memory. The human brain can store and organize only so much information, especially in crucial scenarios, like onboarding a new client, where there is little room for error or missouts.
It is here that a checklist can help. Atul Gawande writes in his book, ‘The Checklist Manifesto’:
“Under conditions of complexity, not only are checklists a help, they are required for success.”
Onboarding a new client is definitely a condition of complexity. There are several moving parts and several tasks to be done as per protocol, all while trying to make the client feel positive about the project.
A checklist can help onboard any type of client, including a financial advisor client, IT client, bookkeeping client, social media client, recruiting client, etc.
Onboarding checklist that you need to focus on
Think of the checklist as an essential onboarding document that can be created and referred to before and during the process of onboarding the client.
It ensures that the onboarding process has a certain flow and that information requests or tasks do not happen haphazardly.
Without further ado, let’s get into the finer details of the client onboarding checklist. Broadly, these can be segregated into:
- Document the contract;
- Send a welcome email;
- Schedule a kickoff call;
- Create a project brief document;
- Finalize all deliverables;
- Induct the client into a project management tool;
- Appoint a project manager;
- Schedule check-ins.
1. Schedule a kickoff call
Emails and agreements can give only clarity to the client’s needs to a certain extent. A video call, or at the minimum, a voice call, is necessary to understand the client’s objectives.
Some agencies also take the route of asking the client to fill up brand exploration sheets and project briefs. However, not all clients might be interested in spending time providing such meticulous information.
A kickoff call can help ask all questions to the clients and hear their inputs. It can also put in mutually agreed terms the objectives of the agreement and the desired goals.
This is typically useful in digital marketing services where more than the service, it is the end result that matters to the client.
2. Document the contract
A written contract is what legalizes the agreement with the client. It also puts on record the mutual deliverables between your agency and the client.
Furthermore, it also acts as a safety net in case of any misunderstanding that could lead to damages of any sort to both parties.
Preparing the agreement and finalizing the contract should be the first thing to tick off while onboarding a new client.
This also ensures that the agreement has been passed off as legally viable by both parties or their corresponding legal experts.
In a way, documenting the contract can also be looked upon as an official flag-off of the arrangement.
3. Send a welcome email
Until the client is inducted into the system and is made an active part of the operations, there will be a small gap that needs to be broken.
A welcome email can act as an icebreaker that can create a bonding between the agency and the client.
The contents of a welcome email are pretty straightforward:
- It reiterates the value proposition.
- It lays down the next steps for commencing the operations.
- It provides helpful resources for the client.
- It details the escalation matrix.
- It also gives a glimpse of the deliverables.
Also read: 12 Welcome Email Examples to Engage Customers
4. Create a project brief document
A project brief document can be called the holy grail of information related to the project. Its purpose is to disseminate as much information as possible about the project in a single place.
It would prove to be helpful for all stakeholders who are working on the project — including those from the client’s side and the individual’s side.
The project brief can also include calendars for deliverables, guidelines for the agency, a structure for sharing the deliverables, etc.
If there is no better way, it can also be used as the destination where all user credentials are used for accessing client applications, tools, and so on.
For instance, if the project is to embed live chat software into the website for lead acquisition. The project brief document will cover all aspects of the software, like customer FAQs, canned responses, and so on.
5. Finalize all deliverables
Every agency has its own way of working. While some deliver work in bulk, there are others that prefer delivering work on a pro-rata basis — that is, as and when it is completed.
Although this is a good thing for the client, it also adds a layer of doubt as to how frequently work will be delivered.
Hence, the need to finalize all deliverables before kick-starting work. In an ideal world, this would be done by a project manager. The project manager puts into place a plan as to when and how work will be delivered.
Any testing or vetting for quality processes may also be included at this level.
To ensure that both parties have an understanding, the project manager will also put in place a project management tool and set milestones in it for tracking.
This should finalize and also keep track of all deliverables.
6. Induct the client into a project management tool
In most cases, agencies and clients work remotely and hardly have the chance to meet and collaborate in a face-to-face environment.
This complicates work as agencies have to make sure there are no loose ends when it comes to communication and collaboration.
When too many personnel works on parts of the work, managing them remotely and reporting to a client can become difficult.
Also, managing client feedback is necessary to ensure that work is certified as complete.
A project management tool can remove the complexity in such a situation.
It helps assign roles and responsibilities to individuals, assign deadlines for each task, gather feedback from clients, and deliver revisions as per requirements.
Hence the need to induct the client into a project management tool. This can be the last leg after all activities listed above are completed.
7. Appoint a project manager
A project manager is a person who oversees the smooth handling of the project.
His/her primary responsibility would be to ensure that the right persona qualified to do the job is assigned to the project, is briefed about the client’s needs, and work is delivered back to the client according to the agreed timelines and results in the ultimate goal of customer success.
A project manager also remains the main Point of Contact for the project. They ensure that there is regular communication between both sides and that there are no mishaps in terms of deliverables.
The project manager also ensures that the billing hours or deliverables are tracked and processed for payment on a regular basis.
8. Schedule check-ins
Check-ins can be regarded as scheduled meetings for exchanging roadblocks and for discussing feedback.
During the ordinary course of work, it is difficult for both parties to exchange the difficulties faced in everyday work and in removing quality issues.
These are concerns that demand longer discussions. The onboarding agency can schedule regular check-ins to ensure the client is served according to industry benchmarks.
The scheduled check-ins will also lead to a detailed understanding of client requirements and how the agency can help them meet their objectives.
Be it for acquiring a high-profile lead or for managing the recruitment of an organization, irrespective of the purpose, regular check-ins are necessary.
The last check: don’t miss any checklist point
This checklist has only six-pointers. Does that mean it is finite?
Definitely no. No checklist can ever be complete. In fact, while onboarding a new client, you can keep adding tasks — they never stop coming.
However, from a broad level, these are the main tasks that you should get done before initiating work with any client.
These checklist items will help you get started on the right foot without creating any hassles for your team members or the client. It is not necessary to present this checklist in your agency presentation.
This is more of fodder for internal discussion that can bolster the agency’s performance.
Also read:
- Opt-Out Link in Email: How to Create, Importance, Tips
- Customer Retention & Loyalty Measurement Guide
- Customer Experience Management, Strategies, Importance
About author
Srushti Shah is an ambitious, passionate, and out-of-the-box thinking woman having vast Digital Marketing exposure. She is working as a Digital Marketer and Content writer at Acquire.
Her key focus is to serve her clients with the latest innovation in her field, leading to fast and effective results. Working beyond expectations and delivering the best possible results in her professional motto. Besides work, she loves traveling, exploring new things, and spending quality time with family.
