How can you set expectations and build trust with customers during onboarding?

1 Communicate clearly and frequently

Communication is key to setting expectations and building trust with customers during onboarding. You need to communicate what your customers can expect from you, what you expect from them, and how you will measure success. You also need to communicate frequently and consistently, using the channels and methods that your customers prefer. For example, you can use email, phone, chat, video, or webinars to communicate with your customers, depending on their preferences and needs. You can also use automation tools to send timely and relevant messages, such as welcome emails, progress updates, feedback requests, or reminders. Communication should be clear, concise, and personalized, and should always include a call to action or a next step.

2 Provide guidance and support

Another way to set expectations and build trust with customers during onboarding is to provide guidance and support throughout the process. You need to help your customers understand how to use your product or service, how to achieve their desired outcomes, and how to overcome any challenges or issues. You can provide guidance and support in various ways, such as creating user-friendly documentation, tutorials, videos, or FAQs, offering live or self-service support options, creating onboarding checklists or milestones, or assigning dedicated account managers or customer success managers. Guidance and support should be proactive, responsive, and tailored to your customers' needs and goals.

3 Solicit and act on feedback

A third way to set expectations and build trust with customers during onboarding is to solicit and act on feedback. You need to ask your customers for their opinions, suggestions, and concerns, and show them that you value and appreciate their input. You can solicit feedback in various ways, such as sending surveys, polls, or questionnaires, conducting interviews or focus groups, or using analytics or metrics to track customer behavior or satisfaction. You also need to act on feedback, by acknowledging it, addressing it, and implementing it. Acting on feedback shows your customers that you care about their experience, that you are willing to improve your product or service, and that you are committed to their success.

4 Deliver on your promises

A fourth way to set expectations and build trust with customers during onboarding is to deliver on your promises. You need to fulfill your obligations, meet your deadlines, and achieve your objectives. You also need to exceed your customers' expectations, by providing extra value, benefits, or rewards. For example, you can offer discounts, free trials, upgrades, referrals, or loyalty programs to your customers, depending on your business model and strategy. Delivering on your promises shows your customers that you are reliable, trustworthy, and professional, and that you can help them solve their problems or fulfill their needs.

5 Celebrate and appreciate

A fifth way to set expectations and build trust with customers during onboarding is to celebrate and appreciate your customers. You need to recognize your customers' achievements, milestones, or successes, and show them that you are proud and happy for them. You also need to express your gratitude, appreciation, or recognition, and show them that you are thankful and respectful of them. You can celebrate and appreciate your customers in various ways, such as sending congratulatory or thank-you messages, cards, or emails, giving shout-outs or testimonials, or featuring them on your website, blog, or social media. Celebrating and appreciating your customers shows them that you are genuine, friendly, and supportive, and that you value and respect them as partners.

6 Build long-term relationships

A sixth way to set expectations and build trust with customers during onboarding is to build long-term relationships. You need to maintain and nurture your relationships with your customers, by continuing to communicate, guide, support, solicit feedback, deliver on your promises, and celebrate and appreciate them. You also need to anticipate and adapt to your customers' changing needs, expectations, or goals, and offer them relevant and timely solutions, recommendations, or opportunities. Building long-term relationships shows your customers that you are not only interested in their initial purchase or sign-up, but also in their ongoing success and satisfaction.