One big problem after closing a deal is aligning expectations. Perhaps there was embellishment in the sales process. Or the timeframes weren’t discussed. Maybe next steps weren’t talked about and now there is a ghost land of communication causing some confusion.

We want to start the experience off on the right foot.

There is a way to be proactive here. It sets the tone for the entire relationship. The result is a much smoother transition for everyone involved.

This week we're going to look at the idea of Operational Transparency and 3 steps to create a Customer Effort Guide.

Smooth transition this way ↓

Operational transparency is the idea of revealing the inner workings of a company's processes, decision-making, and value creation.

It involves sharing information about how products are made, services are delivered, or how the business operates behind the scenes.

It has the ability to build trust with customers. They will have a better understanding of how you operate. It can often improve the perceived value of their purchase.

If you give people a "look behind the curtain" then you’ll find greater loyalty and patience.

If the idea of your company baring all fills you with dread then start small. Work on making one area transparent and build on it.

The clothing retailer Everlane does things differently.

They have made transparency a core part of their brand identity and business model. Take a look for yourself over on Everlane.

One of their key principles is "Radical Transparency". This isn’t just a buzzword. They actually follow through with it.

They provide detailed information about their factories, locations, owner backgrounds, and working conditions. For each product, they provide a breakdown of its costs, including materials, labour, transportation, and markup. Customers understand exactly what they're paying for.

The company is transparent about its environmental impact and efforts to improve sustainability. They include detailed information about materials used and their environmental footprint.

This level of transparency helps Everlane build trust with customers. It also differentiates them in a highly competitive market.

This idea for a project focuses on creating a Customer Effort Guide as part of the pre-sales experience. This guide will provide transparency about the effort required from customers throughout their onboarding with you.

Here's how to create one:

Reach out to other departments to gather data about the effort required from customers during onboarding.

Reach out to Sales, Support, Implementation, and Customer Success teams.

Things to consider:

There are a number of ways that you could deliver this guide to customers. Choose the one that will get the most interaction from them. It is an important step. Don’t let it get lost in an email chain.

Options:

Build the guide using the gathered information and chosen format. Be honest about the effort required. Highlight how your company supports customers through each stage so that they aren’t overwhelmed.

Break it down into key stages such as kick off, implementation, training, integrations, and usage. Be specific to your process.

Include sections on time commitment, required skills, and potential challenges for each stage.

You can choose to make this more visual with effort level ratings. It will draw the reader's eye to important areas to be aware of as they move along.

Remember to keep it concise. Overwhelming the customer will have the opposite effect at this stage. Start with the most important pieces. You can always add on more elements later in the onboarding process.

This is a chance to be transparent with your customer to align expectations. If they know what to expect in onboarding then an often stressful process becomes a more collaborative and easy journey.

Everlane used transparency as a powerful tool for building customer trust and boosting brand reputation. Customers get a sense of ease by looking behind the curtain.

We know it can be hard to manage expectations from the sales process to onboarding. Getting ahead of that by providing the detail of what’s to come reduces surprises and sets a foundation for a trust-based relationship.

What to expect with this project: