Customer onboarding is crucial. Discover how distributed and web-based document capture enable you to improve it in a highly efficient and customer-friendly way across customer transaction processes.
Customer acquisition remains a key priority for all organizations. Acquiring new customers is expensive and not easy in highly competitive market conditions. Still, it’s where most marketing budgets go to.
To make sure that these budgets are spent well it’s important to focus on what happens after a customer has been acquired so that these investments are turned into long-lasting value by making the customer feel he has made the right choice.
Customer onboarding or client onboarding (CoB), as we call the process of ‘entering’ new customers in the organization is an important moment of truth. It’s when you really make the difference, deliver upon the promises why people became a customer to start with and the stage when the seeds of customer retention and high customer lifetime value are planted. When it’s done poorly, customer onboarding is where the seed of churn are planted.
In some industries onboarding takes more time and is more complicated, due to among others the complex nature of the service and the loads of information and data that are involved. It’s why there is more focus on a strategic onboarding approach in industries such as retail banking or insurance.
Getting rid of the paper is one of the ways to improve customer experience management.
Customer onboarding and the customer revenue lifecycle
Still, customer onboarding is always essential. Moreover, onboarding is important in a broader context than just the customer in the strict sense. Customers in the broadest sense include other stakeholders such as employees. That’s why HR-onboarding or employee onboarding (EoB) and the onboarding of specific stakeholders – such as patients in healthcare, patient onboarding – are essential too.
The problem with customer onboarding and other forms of onboarding is that all too often it doesn’t get the attention it (and the customer) deserves, resulting in a poor end-to-end customer experience and even employee dissatisfaction. Paper-based processes, disconnected information silos and a lack of a strategic focus on the removal of friction and slowness in the information workflows are often to blame.
Time is an important factor for both customers and the business. Speeding up processes by removing time-consuming barriers meets customer needs and enables your business to focus on acquiring and onboarding more customers. More new customers will come if they hear about how easy it’s to do business with your organization if your onboarding processes are right to begin with.
A key solution to make onboarding a far better and faster experience is to drive the complexity and paper out of the onboarding process when and where possible.
To avoid rework and duplication and make sure the customer doesn’t have to do something all over again, digitize and process the information that is needed in the onboarding process rapidly, accurately and conform to regulatory requirements at the first possible occasion.
The biggest trend we see — particularly in situations like customer onboarding, where the types of documents or set of documents being managed are known — is to get the information into electronic form as quickly as possible.
The sooner crucial information that is needed in the onboarding process gets captured, ideally in a transactional context, the faster customers get onboarded. Moreover, transactional scanning offers your employees the possibility to focus on the customer and his demands and questions, rather than on all the paperwork. All it takes is the right capture software and document scanners designed for transactional scanning such as the Kodak i1190/i1190E.
If a transactional capture approach isn’t feasible, it’s still important to go for a rapid scan-to-process approach, for instance via decentralized capture whereby documents are digitized at local branches instead of being sent to a central location first. A good example of how businesses speed up paper work in document-intensive industries is Belfius Insurance that went completely paperless with decentralized scanning. [[THE REFERENCE: Cross-link to the belfius insurance article page in Forms Processing that’s being created]]
In a centralized digitization environment it’s essential to make sure that scanning of required documents happens fast and accurately but most of all is closely connected with the systems and processes for onboarding, speeding up the full workflow.
Last but not least, organizations can now reduce the paperwork mountains in the customer onboarding processes, regardless of time, place and even device, using a state-of-the-art Web-based capture solutions such as Kodak Info Input.
Minimal manual labor, paper handling and silos, along with capturing close to the process and customer, enhance customer onboarding and reduce the possibilities of mistakes while lowering costs and reducing churn.