{"id":11244,"date":"2016-12-05T17:19:19","date_gmt":"2016-12-05T17:19:19","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=11244"},"modified":"2024-11-15T16:15:43","modified_gmt":"2024-11-15T16:15:43","slug":"successful-customer-onboarding-never-stops","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/successful-customer-onboarding-never-stops\/","title":{"rendered":"Successful customer onboarding never stops"},"content":{"rendered":"

As your product evolves and changes over time, you\u2019ll invest money and time in new features, big product launches and expensive release cycles. Despite this, the vast majority of new features flop \u2013\u00a0because they never get used.<\/p>\n

Fun fact: when Microsoft asked their users what they wanted added to Office, they found 90% of the requested features were already there. They had just done a terrible job of customer onboarding \u2013 making sure their existing users were kept up-to-speed on the software.<\/p>\n

What is customer onboarding?<\/h2>\n

Customer onboarding is the continuous process of first introducing your users to the platform, then connecting them with the right features at the right time. Onboarding is critical throughout a customer\u2019s journey to ensure that they always get the most out of your product \u2014 thereby improving retention.<\/p>\n

What most companies get wrong about onboarding<\/h2>\n

Oftentimes when we think about “onboarding” we usually don\u2019t think beyond signup. In reality, your onboarding is just getting started. You haven\u2019t turned users into experts, and they haven\u2019t yet given up all the other products they used before yours.<\/p>\n

As we discuss in our book, Intercom on Onboarding<\/a><\/em>, if you only focus your customer onboarding efforts on new signups, you\u2019re leaving a massive opportunity on the table \u2013 passionate, engaged customers.<\/p>\n

<\/p>\n

For example, let\u2019s say somebody has been using your product for six months. They\u2019re totally engaged and up to speed. But then you release a brand new feature that can make them even better. That\u2019s an onboarding opportunity right there.<\/p>\n

Ultimately, the best onboarding retains customers over time by continually showing them how to get the most out of your product.<\/p>\n

We experienced this when we launched Smart Campaigns<\/a>.<\/p>\n

“Front loading your users with information will make sure they never get past the first few hurdles”<\/p>\n

We knew it had the potential to improve almost all our customers\u2019 definition of success \u2013 personal customer communication at scale. This gave us a significant onboarding opportunity \u2013 we could deliver more value to our existing customers.<\/p>\n

The challenge was that Smart Campaigns was not an easy concept to understand. If the beta period taught us one thing, it was that a certain amount of hand-holding was required. The easy path would have been to ignore this and send a once off feature announcement email to all our customers. But that meant we risked it becoming a feature only a few customers ever looked at.<\/p>\n

That\u2019s why we set out to carefully and consciously onboard existing users to Smart Campaigns. Our approach was to make just enough information available at every turn, but also stay out of the way. Here\u2019s a few ways we did that.<\/p>\n

4 customer onboarding best practices to maximize experience<\/h2>\n

1. Onboard in context<\/h3>\n

It\u2019s a common mistake for companies to launch features in products without any context. Your goal should never be just \u201cget it launched\u201d. Your goal is \u201cget it used\u201d. That\u2019s why the right time to promote an improvement is not only when someone is in your product, but when they\u2019re in a position to use it.<\/p>\n

Here\u2019s how we built a customer onboard process around this principle.<\/p>\n

For Smart Campaigns, we announced the new feature to customers when they arrived in the messaging area of Intercom, via an in-app announcement. That message contained a video with a high-level overview of the feature and instructions to get started. Like all good onboarding messaging, it\u2019s closely modeled on just-in-time information<\/a> \u2013 teach in the moment when specific information is actually useful.<\/p>\n

\"message_new\"<\/p>\n

2. Use educational content to onboard<\/h3>\n

When explaining new concepts, it\u2019s important to give users a sense of what success looks like. It\u2019s a familiar technique used in onboarding \u2013 giving users educational content as a blank slate<\/a>. Take Trello, for example. Users are given a welcome board with pre-made to-do cards, with each card explaining a different interaction. They use content and the interface to teach you how to use the product<\/p>\n

<\/p>\n

Not only is it a great way of providing a warm and human experience to your product, it encourages action and tees your customers up for success from the word go. This is a far better approach than saying, \u201cYour campaign is empty and that\u2019s all I\u2019m going to say.\u201d You would never say that in person to your customer, so why say it in your product?<\/p>\n

When a customer encounters a campaign for the first time, there is an example campaign created when they get there \u2013 with best practice tips and links to helpful guides.<\/p>\n

Then, when a customer creates a new campaign, and sees a blank campaign for the first time, we signpost them to a guide for creating engaging messages. This is easily dismissed, but it\u2019s helpful content in the right place at the right time for those who need it.<\/p>\n

3. Anticipate the next questions<\/h3>\n

In education, the more you hold someone\u2019s hand, the less their brain will engage. The same goes for onboarding \u2013 if you keep spoonfeeding users solutions, don\u2019t be surprised when they can\u2019t pick up a knife and fork. That\u2019s why it\u2019s better to give information as gradual hints, so new users can more deeply retain what they\u2019ve learned.<\/p>\n

One of the best ways to do this is to center information around the intent of the customer. For example, when a customer creates a new campaign, by clicking on the create button they\u2019ve shown intent. With new users interested, now is a good time to start sharing more advanced information like best practice guides. This type of careful consideration really does drive engagement.<\/p>\n

4. Gradually expose features over time<\/h3>\n

Onboarding users to a new feature requires the same skill as onboarding them to a new product. You wouldn\u2019t welcome new users to your product by asking them to do complex tasks only a pro user would be able to do. So don\u2019t overload users when you\u2019re onboarding them to a new feature either.<\/p>\n

Think about a game like Super Mario Bros. At any given point, only the necessary parts of the game are on screen, allowing players to gradually and naturally understand what\u2019s going on around them. As you make progress, only the next piece of relevant information is exposed. Imagine you saw the entire level as soon as you started playing? Front loading your users with information will make sure they never get past the first few hurdles.<\/p>\n

For example, Intercom users don\u2019t need to know about our keyboard shortcuts until they\u2019ve been in the inbox for a while and have started to deal with a heavy load of user conversations. It\u2019s certainly not a day one announcement. Similarly they probably don\u2019t care about our bulk data export feature until they\u2019re tracking a bunch of data.<\/p>\n

<\/p>\n

Focus your message on what your users can achieve with this feature and you\u2019ll get their attention.
\n<\/em><\/span><\/p>\n

The best way to tell a customer how to do this stuff is after you\u2019ve gathered evidence that they\u2019re a good candidate to hear about it.<\/p>\n

Successful onboarding: convert today\u2019s signups into tomorrow\u2019s engaged users<\/h2>\n

When you\u2019re building software, remember there are hundreds of products competing for the same job. If you\u2019re not continuously showing your customers how to get value out of your product, you\u2019re not encouraging product dependency. You\u2019re leaving the door open for someone else to come in and persuade them their product is more valuable than yours.<\/p>\n

That\u2019s why you need to continuously onboard existing customers, bringing people all the way through, and making sure they get as much value as they can.<\/p>\n","protected":false},"excerpt":{"rendered":"

As your product evolves and changes over time, you\u2019ll invest money and time in new features, big product launches and expensive release cycles. Despite this, the vast majority of new features flop \u2013\u00a0because they never get…<\/p>\n","protected":false},"author":28,"featured_media":11246,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[313,200,205],"coauthors":[443],"class_list":["post-11244","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-customer-success","tag-messaging","tag-onboarding"],"yoast_head":"\n4 Customer Onboarding Principles for Success [Hint: it never stops]<\/title>\n<meta name=\"description\" content=\"You need to continuously onboard existing customers. 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