In general, you'll gather information about your client. This will include essentials like contact information, more advanced bits such as their current marketing strategy, and even specifics surrounding their current project information.
There's no perfect, universal survey for all clients and projects. The point is to customize the survey to ensure you have all of the information you need to move forward.
It’s worth noting that these surveys work great in a welcome email series.
Benefits of using a customer onboarding survey
Now that you have a better grasp of client onboarding surveys, you may be interested in the benefits of using these questionnaires. In a general sense, the surveys are all about communication. You’re trying to break the ice with the client in an efficient and useful way.
When you’re attempting to write a great welcome email for new customers, you can slip in the survey.
By taking full advantage of a customer onboarding questionnaire, you can streamline a few operations at your company. A survey can also help you understand your customers, improve your interactions with them, and enhance your onboarding process as a whole.
Understand your customers better
This is the primary function of the survey. You’re trying to learn about your customer so that you can customize your onboarding accordingly.
The basic information speaks for itself. With this, you will establish primary communication channels essential to the whole ordeal.
Specific questions can peel back operational layers and help you fully understand the client’s infrastructure. This allows you to think about client training, resource deployment, timelines, and more as you build up the onboarding process.
In general, the more you know about your client, the better prepared you are to work with them.
Enhance client interactions
It’s easy to overlook, but a primary advantage of using a survey is enhancing client interactions. Once you have the survey information, you can cut past certain conversations and get straight to the most important discussions.
Imagine 2 scenarios. In the first, you meet with the client to talk to them about their operations. You’re using the meeting to learn more about them, knowing that your onboarding strategy and process will depend on this conversation.
In the second scenario, you have the same meeting at the same time as your customer interaction, but instead of asking them questions, you’re already making suggestions. You can say to them, “Because you’re already spending 20% of your marketing budget on Facebook ads, we want to roll out an Instagram program that will immediately benefit from that spending.”
It’s a specific example, but it highlights how you can cut to the chase, save time, and impress your customer with your understanding of their business. The survey improves the value of your interactions with the client and helps you achieve customer success by saving you precious time and resources.
Improve your onboarding program
Here’s the thing about a customer onboarding survey. The first one won’t be perfect. You'll ask some questions that don’t matter and miss items that turn out to be important.
The good news is that you can learn from this. First, you’ll learn about each of your clients, which can help you understand future customers. Second, you’ll adjust your surveys and how you use them, making them even more valuable in the future. In both cases, you’re taking the positive and negative feedback received to find opportunities and refine your process.
It’s a two-pronged benefit that helps you broaden your understanding of each client while improving the onboarding experience, thus making it easier to boost client retention.
Questions to include in your client onboarding survey
If those benefits sound enticing, you may consider building an onboarding feedback survey to see if it will work for your business model.
Something that can help you in that area is to think about the specific questions you might include in your survey. You can often break questions into 4 categories:
- Client information
- Business-specific information
- Marketing information
- Project-focused information
Like employee onboarding survey questions, the questions in each section will be substantially different, so let’s go over the goals of each type of query and look at some examples.