Can your software-as-a-service business get away with self-service integration?
Software-as-a-service companies have automated many engagements that were once part of software sales. Users can now search for software solutions online, buy them, download them or create an account on a browser, and start using them, all without ever speaking to a human. So, is it a good idea to also establish a self-service integration?
The purpose of integration
Onboarding is the process of providing information and guiding users through training to learn how to use your software. Efficient integration drives users to the aha moment when they realize the value your solution delivers. Users who see the value are less likely to unsubscribe, more likely to have teams with high adoption, and more likely to recommend your software to others.
It’s easy to see how effective integration can increase business growth. However, keep in mind that the best integration method for your users and software may be different from another company’s optimal methods.
You can categorize your integration options based on the “touch” involved:
- High Touch: If your software is complex, for example, intended for use by corporate teams or designed for IT or other skilled professionals, you are likely to find it beneficial to arrange personalized training and advice. The highly tactile integration provides customers with dedicated account managers who can walk users through a guided tour of the software, help them choose their first projects, and be available to provide assistance.
- Low contact: If your product requires guidance to ensure users get the most out of it, but you don’t need a dedicated resource to walk the user through step-by-step, low-touch may be a good choice. . This method allows your onboarding team to interact with users via email or chat, monitor progress with analytics, and reach out if they need to get users back on track.
- Not touch: Software-as-a-service companies that develop solutions that are relatively easy to use and intuitive can provide self-service resources for integration. Users refer to onboarding materials, such as video tutorials, knowledge base, and in-app support, as needed.
What does a good self-service onboarding look like?
Software-as-a-service companies that determine that self-service onboarding is most effective for their users don’t need FTEs to guide new users through training. However, they need to do a lot of up-front work to ensure users have onboarding experiences that lay the foundation for long-term relationships.
Self-service doesn’t just mean publishing data and leaving users to fend for themselves. You need to carefully consider a new user’s journey and curate the content so they have what they need to get started and then grow their skills.
Here are some tips for improving self-service onboarding:
- Greet users with messaging, personalized if possible.
- Create user-centric content rather than software-focus on user needs and problem solving.
- Enable users to find a learning path that helps them meet their priorities rather than forcing them to browse through content they don’t care about or aren’t ready to see.
- Leverage data from your current user base to answer common questions or highlight the most useful features.
- Analyze user data to identify barriers users are experiencing and ensure you provide resources to overcome them.
Why Software-as-a-Service Companies Need a Backup Plan, Too
One of the benefits of self-service onboarding is cost savings for your business by not requiring employees to spend their time on the process. However, users may need to speak to a human from time to time, and providing a way to contact customer support for assistance is key to ensuring you have your users back while they learn. your software.
An increase in call volume will also indicate that you need to review the resources you provide for self-service onboarding so that more users can navigate and learn your software on their own. Once you find the right strategy, self-service onboarding can be an effective way to help users take advantage of your solution and get to know your business and brand.
Make data-driven decisions, plan your strategy, monitor results, and ensure that all of your users have the opportunity to reach the perfect moment when they realize your software is a valuable part of their technology stacks.