Development of a hybrid onboarding concept for a B2B Software-as-a-Service Company.
PropTech startups are aiming to disrupt the real estate industry with digital technologies by offering digital platforms around services for tenants, handling customer concerns, real estate processes and payment processing by connecting all stakeholders through a single platform.
Deborah Schürch, 2021
Bachelor Thesis, Huperty AG
Betreuende Dozierende: Michael Krebs
Keywords: Client Onboarding for SaaS Customers
For a software-as-a-service company to succeed in the market, it must ensure that customers using a newly acquired platform are optimally onboarded and trained from the moment of purchase. In order to put the customer at the center of the company or to positively influence their customer experience with a service, it is also advantageous to know in which phase a customer is within the company.
With the aim of answering the research question, a qualitative study was performed and various expert interviews were carried out to gain knowledge and insight into the new professional field of a customer success manager in the SaaS area. Using the customer lifecycle model as a basis, research was conducted to determine whether an individual process can be developed for SaaS companies that enables efficient onboarding of a new customer from the moment the contract is signed.
Through the research, it quickly became clear that there is still no real literature for customer success departments and especially for the onboarding of new customers. The aim of this thesis was therefore to answer the criteria according to which a hybrid client onboarding can be successfully implemented. To this end, the following research question was posed: "How can a hybrid onboarding concept be developed for a B2B Software-as-a-Service company to ensure an excellent client onboarding experience?".
This resulted in a process tailored to a SaaS company that enables the onboarding of newly acquired customers. With this process, SaaS companies are able to guide the customer through different phases from the signing of the contract, to meet their satisfaction and expectations, and finally, to make the customer more successful by using the new software.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation