• by Ray Schultz , Columnist, February 13, 2025

B2B brands may be effective on the marketing front end. But they have a problem once they have attracted new customers: onboarding them, according to The Future of Customer Onboarding 2025, a study by Moxo. 

Of the companies polled, 56% have delays in processing new clients.  

There are many hurdles: 

• Operational delays — 56%
• Lack of coordination among teams — 45%
• High manual effort — 41%
• Errors and inaccuracies — 34%
• Poor customer experience — 25%
• Compliance issues — 19%

• Awaiting client information — 64%
• Technical issues — 60%
• Internal bottlenecks — 37%
• Compliance checks — 33%

One more problem is that the plethora of disconnected tools and channels that create “digital mazes’ for clients.
Among them:

• Email — 86%
• Phone — 69%
• In-person — 67%
• Online forms — 54%
• CRM software — 42%
• Project management tools — 37%
• Document management system — 36%
• Custom-built solutions — 23%
• Digital platforms — 55%

Indeed, customers complain about these frustrations:

Length of process — 60%
Too many forms/documents — 55%
Complexity—42%
Lack of communication — 31%
Lack of transparency — 17%

Complicating these problems are issues such as miscommunication (55%), data entry errors (54%) and missing documentation (51%).

The solution? Automation. Of the companies polled, 60% have made this a top priority for this year. And of those that have implemented it, 63% have seen an improvement in customer feedback and 51% report a decrease in errors, Moxo claims. 

Indeed, 93% see automation as critical for success, but only 34% say their processes are very efficient.

Moxo analyzed over 300 organizations.