Onboarding Call vs. Automated Onboarding: Which to Use?

Marketing agencies face a strategic decision when it comes to onboarding new clients: keep the personalized touch of a dedicated onboarding call or turn to the efficiency of onboarding automation?

The client onboarding process is much more than just a welcome email. The first 90 days of a new agency-client relationship require balancing human connection, efficiency, and scalability. 

This article discusses the pros and cons of onboarding calls and their alternative, automated onboarding. Getting to the right approach for your agency will pay off. Happy clients = happy life, right? Let's get to it. 

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Understanding the basics of client onboarding

Client onboarding is the process marketing agencies use to integrate new clients into their operations smoothly. 

Any onboarding approach aims to align expectations and foster a shared clear understanding. Standard onboarding first steps include:

• Comprehensive information gathering: Collect in-depth details about the client's business goals, target audience, and specific needs.
• Setting clear expectations: A great start is one where expectations are aligned. Openly discuss project scope, timelines, deliverables, and communication protocols for a strong foundation.
• Workflow transparency: Introducing clients to the agency's workflow is vital for effective collaboration. Familiarizing them with the agency's tools, systems, and processes creates transparency and enables seamless teamwork.

Learn more: The Best Way For Marketing Agencies to Onboard New Clients: 7-Step Definitive Guide

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What's the importance of effective onboarding?

Effective onboarding is not just a formality; it lays the groundwork for a positive and productive relationship, impacting satisfaction, project outcomes, and overall success.

Benefits of an effective client onboarding experience include:

• Builds trust: Instills confidence in the agency and encourages long-term collaboration.
• Aligns expectations: Minimizes misunderstandings and conflicts through clear communication.
• Facilitates effective collaboration: Empowers clients to actively participate in the process.
• Ensures transparency: Promotes trust through regular updates and open communication.
• Tailored Strategies: Develop customized strategies based on in-depth client information.
• Client retention: Reduce churn and retain clients with excellent customer service

Case study: From Access Hurdles to Showing They're an A-Game Agency

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The traditional approach: onboarding calls

One standard onboarding method is through onboarding calls, which allow direct client interaction. Typically, the accounts or customer success manager will call and speak to new clients to guide them through the handoff from sales.

Onboarding calls offer a personalized touch, fostering a stronger connection between the agency and the client. It establishes a direct connection between the agency and the client, which cannot be substituted by online forms and emails.

Pros of onboarding calls:

✅ Immediate interaction and direct conversation

✅ Real-time clarification of questions

✅ Allows agencies to address concerns promptly

✅ Builds rapport

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Cons of onboarding calls:

❌ Time consuming, with possible scheduling conflicts

❌ Not efficient or scalable (compared to automated onboarding) 

❌ Limited documentation, especially if important information is mentioned

❌ Inconsistent experience for clients

Agencies need to balance personalized attention and efficiency to onboard multiple clients simultaneously.

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Best practices for onboarding calls

To elevate the onboarding experience and ensure client success, agencies should consider incorporating these best practices into their onboarding calls:

1. A well-structured agenda: A clear agenda maintains focus and ensures all crucial topics are addressed efficiently, demonstrating organization and setting expectations for both parties. It also prevents the calls from dragging out into hours!

2. Active listening: It’s not the time to talk without listening. Demonstrating genuine interest in the client's needs and concerns shows your interest in their customer success, paving the way for a long-term, collaborative partnership. 

3. Set clear expectations: Defining roles, responsibilities, and timelines upfront minimizes misunderstandings and keeps everyone on the same page.

As you speak to clients, keeping these points in mind will ensure productive conversations and set the stage for fruitful working relationships!

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Alternative method: automated onboarding

For some agencies, an onboarding call isn’t the right choice for every client or project. Automated client onboarding software come in a wide variety and can save hours of time otherwise spent on repetitive tasks.

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Pros and cons of automated client onboarding

Advantages:

✅ Efficiency and scalability: Automation reduces the time and effort required to onboard new clients, enabling agencies to handle multiple clients simultaneously with an effective onboarding process.

✅ Consistency and accuracy: Automated systems ensure clients receive standardized onboarding materials and information, minimizing errors and providing a uniform onboarding experience. 

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Disadvantages:

❌ Lack of personalization: On the flip side, automated onboarding lacks the human touch and personalized guidance of direct interactions. Clients may feel disconnected and less engaged without the opportunity to connect with a dedicated point of contact at the start of their journey, potentially impacting their overall experience and satisfaction.

❌ Learning curve: Adopting new systems requires time and effort for agency employees and clients to become comfortable with the platform, potentially causing initial disruptions.

Learn more: 6 Ways to Automate Agency Onboarding

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What to look out for in automated client onboarding software

Whether you are choosing an access request tool or automating data collection, look for these essential features:

• User-friendly interface: Rather than struggle with the technology, you want it to be easy to use for your entire team (and perhaps the client!).
• ‍Customizable templates and branding: How easily can your agency customize templates, dashboards, and documents to reflect your branding and tailor the onboarding process to meet client-specific needs? 
• Integration capabilities: Agencies save time and reduce errors using robust software that integrates seamlessly with existing CRM software and more.

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Onboarding calls vs automated onboarding

Still deciding if your marketing agency should stick to onboarding calls or switch to automated onboarding software?

We'll list some factors that can influence your decision, including the type of first impression you want to make on your new client.

Efficiency and scalability

Using automated onboarding gives agencies the flexibility to onboard multiple clients at once without dropping the ball. Onboarding calls take more time and may not be as scalable, depending on how large your team is.

The human connection

Onboarding calls provide a personalized touch that automation cannot. However, it might be safe to assume that some projects and clients can benefit from automated onboarding processes, especialy if working asynchronously.

‍Cost

With automation, less staff hours are required to stay on top of the onboarding process, reducing overall costs. On the other hand, onboarding calls require staff time and resources.

Learn how Problem Solvers agency saves hundreds of hours with simple automation.

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Should your agency automate client onboarding calls?

Whether or not to automate onboarding calls as a marketing agency depends on various factors specific to your business and clients. While you may have a standardized onboarding workflow, consider these points too: 

Client type and size: Automated onboarding might be sufficient if you primarily serve smaller clients or individuals. However, for larger clients or enterprise-level accounts, personalized onboarding calls can build stronger relationships and demonstrate your commitment. 

Agency capacity: Consider the number of clients and available resources you have on hand to carry out a smooth onboarding process.

Complexity of services: If your services are relatively straightforward, automated onboarding could streamline the process. However, onboarding calls allow for in-depth discussions and tailored solutions for complex or customized services.

In essence, the decision to automate onboarding calls isn't an all-or-nothing choice. It's about finding the right balance for your agency and clients.

Remain flexible, adapt your approach as needed, and don't hesitate to mix and match automated and personalized elements to meet specific requirements and expectations.

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Onboard new agency clients seamlessly with Leadsie

One of the biggest onboarding hurdles, often taking weeks, is gaining access to client marketing assets. Leadsie eliminates those long, drawn-out onboarding calls, starting the relationship right and ensuring everyone's on the same page.

You share your Leadsie link with your client, and they log in to the accounts you need access to. Just like that, you have access! It couldn't be simpler.

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“Leadsie is like an employee for us! Instead of hiring someone to do the technical setup, we use Leadsie!" - Luke, Founder Skytale Digital

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