How to make a creative customer onboarding process

Alex Farmer
March 7, 2021

“When you focus on the what, the how, and the moments of delight, you'll build an onboarding experience that matters. It also helps define who's supposed to do what and when”.

“Mediocre onboarding is just about executing on the ‘what’. Getting the customer to see the value as soon a spossible is usually the KPI in that case. You’re focused on ticking all the boxes such as “do we have the design document, the UA team”, but the experience is not all there”, Farmer, when asked about the main difference between an exceptional onboarding experience and a mediocre one.

Alex Farmer lets us in on what he believes is the biggest missed opportunity in customer onboarding: “In a high touch module there are so many teams involved, but they often work in silos. The sales team might send aPDF to sign with Doc u Sign as first touch point, then the CSM will email different attachments. Basically, you're outsourcing the customer journey rather than showing them an outside-in view of the full expected experience”.

Alex Farmer, VP of Customer Success at Congite ,speaks lots about turning up the volume on the engagements you already make. “By getting creative in the onboarding phase you can surprise and delight your customers and infuse your company culture. It helps build the relationship on a person to person level. As an example; we've given customers the opportunity to pick between 2 options for charitable donations that will be made on their behalf on their “go live” date”.

Alex's advice for companies that are launching their onboarding program focuses on templating the process. “I’m always surprised by organizations that leave everything to chance. Having to reinvent the wheel all the time because nobody built the template is silly”. Farmer says the best place to start is by making sure that every lesson you learn about onboarding is not just shared retrospectively.

“Think about how you can formally take the lessons from each onboarding and systematically embed that feedback so you do it better next time. It starts with the templatization of your key milestones. Doing that sooner rather than later is a great way to make it easier to scale and not repeat the same mistake”.

Farmer shares with us his mantra: ‘spend 80% of your time being customer facing, and 20% making that 80%more efficient’. So how you fill that 20% as you scale is important, and I think for me the cornerstone of that20% is embedding our lessons learned directly into the process, so that next time we don't have to think about it”.

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