Offboarding is like the final chapter in a book. Although the entire story captivates the reader, it's the conclusion that determines whether they'll put the book back on the shelf satisfied or with questions. Providing our customers with an effective offboarding process ensures they feel understood and satisfied at the end of their relationship with us.
The concept of customer offboarding, while often overlooked, is as crucial as onboarding in the Software as a Service (SaaS) industry. This process provides a unique opportunity to gather invaluable insights, refine products/services, reduce churn, and most importantly, leave the door open.
In the end, treating customers with respect and professionalism ensures they might return in the future or refer others to you based on their positive experience. In fact, did you know that 92% of people trust word-of-mouth referrals more than they trust all other forms of advertising?
But offboarding doesn’t mean success. For me, true success would be to not go through this process with your customers at all. Instead of no longer needing our product/service, the customer should be made aware of other areas of value.
Instead, I think about ways to keep them longer by being proactive, showing value, building relationships, tracking KPIs, hearing the customer, being a trusted advisor, and more.
But we all know that there’s no perfect world in which we have 0% churn. Sometimes you do your best and, well, they still want to leave. If this happens, an offboarding framework can be another filter to continue improving and understanding your customers.
In this article, I’m going to dive into:
- The critical function of offboarding
- The challenges when implementing an offboarding framework
- Effective offboarding process
- The interview structure
- Re-engagement strategies
Understanding the significance of offboarding
When we think about offboarding, the first thing that might come to mind is an exit interview or a quick survey. But, offboarding, is so much more than that.
In name, it sounds like the antithesis of onboarding. If onboarding is about introducing our customers with a positive first impression of the product and service. Offboarding does the exact same, albeit in reverse.
- Reducing churn through continuous improvement
Customer feedback during offboarding is a gold mine. It's not merely about collecting data on why they're leaving, it’s about identifying patterns and understanding common reasons that can help you anticipate and address issues for other customers. Their feedback can guide product development teams to introduce new features or refine existing ones.
- Maintaining brand image and reputation
Offboarding is more than a way to say goodbye; it's also an opportunity to leave a lasting positive impression. Making sure customers have a seamless experience, even when they're leaving, ensures that they don't become “brand detractors”.
Challenges in offboarding
There will always be challenges that we have to face and offboarding is not the exception. Unlike physical products, SaaS solutions are often deeply integrated into a customer's workflow, making the offboarding process complex.
There are two main challenges that I want you to keep in mind when implementing an offboarding framework. I don’t just want to talk about them but also I want you to have the tools to solve them.
Motivating customers for the offboarding process
It's no secret that disgruntled customers might not want to go through an official offboarding process. To them, it could feel like rubbing salt in the wound. They might be thinking, “Why should I go through all of this unnecessary protocol when I simply want out?”
The key lies in positioning this process as beneficial for them… but how?
When it comes to motivating our customers, we always want them to feel a part of the process. Over the years, I’ve picked up a few helpful tips to ensure this motivation:
- Build trust early on: I noticed that customers who trusted us were more likely to engage in offboarding. It's essential to establish a genuine relationship with the customer from the start.
- Being transparent with the customers: Being upfront about why we're offboarding them, and what the process entails, has always worked wonders. A lot of seasoned clients appreciate directness.
- Show past outcomes: Demonstrating how past customer feedback has led to tangible improvements gives them a clear vision of the potential impact of their feedback.
Effective utilization of offboarding data
Collecting feedback is one thing; acting on it is another. The real challenge lies in sifting through the feedback, identifying patterns, and making strategic decisions based on it.
You can combat this by adopting the following:
- Segregate feedback: Feedback can range from user interface issues to core functionality suggestions. Develop a system to categorize feedback based on its nature, which is crucial in directing it to the right teams.
- Monthly roundtables: One practice you can introduce is having weekly, bi-weekly, or monthly roundtables with cross-functional teams. This ensured feedback was not only heard but acted upon. In other words, voice of the customer framework (VoC).
- Offboarding feedback repository: Given the value of this feedback, it's imperative to have a central repository. You can use simple spreadsheets or sophisticated CRM tools, it's become easier to track, analyze, and act upon feedback.
Implementing an effective offboarding process
I've learned that a process is only as effective as its adaptability. Below is a guide I've refined over the years, but remember, it's just a starting point.
Adapt and adjust as you see fit:
- Initiating conversations
Like everything in customer success, we all need to understand the “why” behind the decision: why is the customer leaving? This conversation can offer profound insights. Approach this conversation with empathy. Customers want to be heard. So, listening actively without being defensive.
- Guided transition
This point is especially pertinent for complex SaaS platforms. When we assist clients transition away, we’re ensuring they can export their data or integrate with a new system effortlessly. If this is the final hurdle for them, let’s make it an easy one! Remember, it’s all about lasting impressions.
Having a strong documentation tool is something I’d recommend you to have at the ready.
- Feedback collection
Obtaining constructive product and service feedback is the lynchpin of a successful offboarding process. A foolproof way to get the feedback you need is to use structured interviews or surveys to gather detailed feedback, going way beyond simple rating systems. At this point, the devil’s in the details: we want to know exactly what went right, wrong and somewhere in the middle!
Using open-ended questions, and encouraging the customer to share their story allows us to gather more information than just the reasons they provide on the surface. Questions like, "Can you describe your experience?" or "Were there specific instances that led to this decision?" can be revealing.
- Continued support
It might go without saying, but when we offer support for a period post-offboarding, this care reinforces the idea that our commitment to the customer’s long-term success, going far beyond the subscription term.
- End on a positive note
Expressing gratitude and leaving the door open for future engagements gives a good impression. No matter the reason for their departure, every customer has contributed to our journey in some form. Just because things didn’t work out this time, it’s essential the customer knows our door is always open.
Occasionally checking in with past clients is worth trying, not for upselling, but purely to catch up. You'd be surprised how many have come back or referred others just because of these genuine touchpoints. Simple actions, like commenting on some of their LinkedIn posts, giving a like, or wishing them a “Happy Birthday” can make the difference.
Although it will not be the same case with every customer, it’s your decision to select which customers you feel would be beneficial to stay connected with.
Dive into the interview structure
Effective offboarding depends heavily on the art of conversation, ensuring that the communication is both concise and insightful. A 15-minute duration strikes a delicate balance.
This concise window not only keeps the conversation laser-focused, but it's also an easier commitment to secure compared to, say, a half-hour slot. Given the ticking clock, it's important to focus on questions that will reveal the most valuable information.
- Kick-off with clarity: "We've noticed you decided to end your subscription due to [known reason, if any]. Can you expand on that?” If for some reason you don't know why they want to leave you can start asking “Can you share with us what led you to take this decision?”
- Dig into their value perception: "What aspects of our service/product did you find most beneficial?"
- Explore potential comebacks: "If we were to make specific enhancements, would there be a possibility of you considering us again in the future?"
- Invite open feedback: "We're always striving to improve. Do you have any feedback or suggestions for our team?"
Choosing the right offboarding channel
Direct one-on-one sessions are my go-to recommendation. The richness of live interaction often uncovers layers of feedback that written methods can't. However, based on resources, customer preferences, or a digital-first customer success strategy, direct interaction might not always be feasible.
Here's when creativity comes into play:
- Electronic surveys
Tools like SurveyMonkey or Typeform can extend the feedback landscape. By posing open-ended questions, you get an additional layer of insights.
- In-app surveys
A game-changer for many SaaS companies. Picture this: a client is moments away from hitting that “Cancel Subscription” button. Why not prompt a swift, embedded survey right then? By situating the survey at the point of cancellation, you're capturing raw, real-time sentiments that can be gold for product and service refinements.
Do you believe in second chances?
I have learned that even when a customer leaves, there's always a chance for a comeback. However, this depends on two key things: The customer being open to future communication and our available resources. So, how do we strike the right balance?
Before even considering a re-engagement strategy, it's essential to seek permission. A simple question during the offboarding process, "Would you be open to hearing from us in the future regarding any product updates or offers?" can set the stage. It respects their autonomy, and a positive response provides a green light for future outreach.
With permission secured, periodic check-ins can be a great way to keep the dialogue open. This isn’t about bombarding them with promotional content but rather informing them of changes that specifically address their feedback or new features that align with their past preferences.
Remember, it's not just about getting them back; it's about showcasing the added value they would get upon their return. Special pricing, trials of new features, or even exclusive previews can be just the nudge needed.
Keep in mind that timing is everything. Wait for a significant product upgrade or a change that you genuinely believe would appeal to the departed customer before reaching out.
Effective offboarding is as much about the questions you ask as the manner in which you gather feedback. It's a delicate dance of strategy, and timing, to ensure clients depart with a positive, lasting impression.
Offboarding is not a static concept. What you have read today should serve as a blueprint, but one that is adaptable. Customers' needs and market dynamics are ever-evolving. Just like our onboarding processes should be constantly tinkered with, it’s imperative that businesses continually refine their offboarding processes, aligning them with current realities while always prioritizing the customer's experience and voice.
Always keep in mind that offboarding is not an endpoint, but a potential new beginning. It's a chance for businesses to reflect, adapt, and grow. Not all goodbyes have to be difficult, sad, or seen as an “I’ll never see you again…”
When done right, a customer's departure can set the stage for their return, or at the very least, ensure they leave as brand advocates rather than detractors.