Developing a Successful Onboarding for a B2B Software-as-a-Service Company. Case: Company X
Tran, Hien (2020)
Tran, Hien
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052613657
https://urn.fi/URN:NBN:fi:amk-2020052613657
Tiivistelmä
Organizations are nowadays chasing the digital transformation trend when they put data on the cloud to get rid of traditional work. With the rise of Salesforce, a Customer Relationship Management platform, software vendors have grown rapidly to develop solutions to elevate Salesforce usage. The commissioning company also partners with Salesforce to sell its product. The most recent breakthrough in the Software-as-a-Service (SaaS) industry is a shift to recurring business. This has resulted in changes in customer position in obtaining and bargaining. A new term called “Customer Success” was developed in order to ensure the customer’s successful outcome in adopting a product, service or solution. The pre-purchasing onboarding phase is concentrated in this research.
The thesis objective is to develop a successful customer onboarding process for the commissioning company. The study includes both theory and research sections. Theories that are related to customer success, customer journey and customer onboarding are dis-cussed to understand how important those processes are to a software vendor. The re-search part consisted of two phases, are qualitative interviews and benchmarking. While interviews were conducted to gather the current onboarding process of company X, bench-marking was used to learn different approaches that have been successfully adopted by competitors and to create development suggestions.
This thesis proposes recommendations considering other approaches to improve company X’s own onboarding. The development suggestions include creating more graphic content, utilising engagement email and establishing an online review system to gain insights into the user experience. Apart from that, this thesis may assist any software vendor in developing its onboarding methods to land more prospects, enhance the user experience, and espe-cially retain current customers.
The thesis objective is to develop a successful customer onboarding process for the commissioning company. The study includes both theory and research sections. Theories that are related to customer success, customer journey and customer onboarding are dis-cussed to understand how important those processes are to a software vendor. The re-search part consisted of two phases, are qualitative interviews and benchmarking. While interviews were conducted to gather the current onboarding process of company X, bench-marking was used to learn different approaches that have been successfully adopted by competitors and to create development suggestions.
This thesis proposes recommendations considering other approaches to improve company X’s own onboarding. The development suggestions include creating more graphic content, utilising engagement email and establishing an online review system to gain insights into the user experience. Apart from that, this thesis may assist any software vendor in developing its onboarding methods to land more prospects, enhance the user experience, and espe-cially retain current customers.