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The Three Stages of Onboarding 온보딩의 3단계
As the first step in the customer journey, onboarding is centered around educating your new client on how to properly use your product and access its features. Typically, onboarding breaks down into 3 common stages:
1. New Customer Welcome 신규 고객 환영하기
This stage entails thanking your customer for their purchase and directing the next steps in the process. Essential actions can include introducing the next person of contact and previewing the phases to come or including a digital onboarding message offering next steps or in-app guidance. During this stage, a successful handoff from your sales team to your customer success team is vital. To accomplish this, the CS team needs a holistic view of the customer, with data from a variety of sources, to ensure that the goals in the implementation timeline align with the client’s business needs and the CS team has the full context of where your customer is at. For example, your CS team should know if a client is part of a paid account so that CSMs can adjust messaging accordingly and promote the appropriate benefits.
2. Expectation Setting 기대치 조절
Informed by the handover from sales to CS, onboarding focuses on establishing first value and building a plan to achieve the rest of the client’s objectives as they move forward. By establishing first value during onboarding, the client quickly sees the benefit of your product, potentially reducing churn during this critical phase.
During onboarding, it is also important to outline client needs and desired outcomes. Building on this information, you can introduce the key performance indicators that will be tracked to measure effective implementation.
3. Training 훈련하기
Once expectations are set, the actual training can begin. To make sure that your customers are able to experience the value of the product as soon as possible, it is important that this stage is both brief and easy to follow. CS teams should curate training information around the client’s established needs, communicating how the product will specifically work toward benefitting their business, and implementing KPIs.
Self-guided training’s messaging, style, and format should be reviewed regularly for effectiveness. If clients are not meeting onboarding goals in a timely manner, new processes and messages might be necessary to help clients reach value more quickly. Alternative processes might include an interactive space for customers to ask questions or a community forum with linked resources.
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