The best onboarding happens without your customer even knowing.
I know. Unreal.
You spend time working on creating an experience that is seamless and frictionless and they don’t even realize it.
That’s because people are more likely to notice a bad experience over a good experience.
Ask them to tell you about a bad customer experience, and I’m sure you can get lots of examples. Ask them for a good example, and they need to think about it.
So why spend time on it then?
Because it creates traction as a customer.
Getting them going with your online product quickly and easily means they are likely to stick around for the long haul.
Give them a bad experience… or a steep learning curve without support… may just result in churn. Or worse a refund.
One of the best examples of a great onboarding experience you don’t notice happens with you buy an Apple device.
People walk out of the Apple store with a product that is configured and working. Ready to use.
It’s that high touch interaction at the point of fulfillment.
They were the first to do that in the 00s. Its how they became the smart phone leader when buying from someone else was a nightmare of configuration and data transfer. Sometimes it still is!
Others have worked to emulate Apple. I think they are still the best at it.
Another big part of it is that onboarding is aided by the universal Apple ID that moves with a user across different Apple purchases. Along with all their contacts, preferences, and anything else relevant to the purchase at hand.
Apple is a star at getting people started! And incidentally, keeping them as customers.
The do it with a combination of technology, process, and people.
How does your onboarding of customers measure up? Do your customers notice?
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