Learn from Ethan Chazin business coach and growth strategist how to implement a new customer on-boarding program that creates maximum happiness and lifetime value.

1. Customer Onboarding Tips
and Best Practices
HOW TO CULTIVATE PROFITABLE AND LASTING CLIENT RELATIONSHIPS

2. The entire process a new customer
goes through with you in beginning
their journey as your customer. It can
and does set the tone for their entire
relationship with you, your
products/services.
2
What Is It

3. • A positive customer experience getting started with
you achieves TWO major successes:
 A GREAT RELATIONSHIP RIGHT OUT OF THE GATE REASSURES THEM
THEY MADE THE RIGHT DECISION IN CHOOSING YOU; AND
 HELPS YOU TEACH THEM HOW TO USE YOUR PRODUCT/SERVICE,
AND DEFINES FOR THEM THE VALUE YOU DELIVER.
3
Why This Matters

4. • Users
• Purchasers
• Influencers
• Decision-Makers
• Engage each type differently
4
Identify All Relevant Contacts

5. • Truly understand your customers: The 5 needs all
humans possess; Maslow’s hierarchy.
• Set clear expectations throughout the relationship.
• Show value every step of the way.
• Maintain constant communication.
• Create “Customer” driven goals.
• Always strive to exceed expectations.
5
Best Practices

6. • Measure HOW you’re doing serving them – Use Net
Promoter Scores and Customer Journey
Analytics.
• Survey existing customers to see what their experiences
with you have been like.
• Mystery shop your own organization and competitors, to
compare what it’s like to join you and your competitors.
6
Best Practices

7. 5 Levels of Customer
(HUMAN) Needs
SUCCEED SERVING ALL OF THEM

8. Stated
Real
Unstated
Secret
Delight
Translation
Required
Empathy
Required

9. 1. STATED Best deals, excellent service, prompt replies.
2. REAL Best possible rates, VIP treatment.
3. UNSTATED Discounts, special offers, free “extras”. schedule.
4. DELIGHT client perks such as giveaways, client-branded
merchandise, invitations to events, VIP services, Concierge
services.
5. SECRET won’t tell you what they are, because they will hardly
will admit to themselves.
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5 Universal Levels of Need

10. Measure Customer
Experiences With You
NET PROMOTER SCORE

11.  Rate us on a scale of 0-10
how likely you are to refer us
to a friend.
 Your NPS tells you the % of
customers that love, are
neutral to, or not a fan of
you.
 Scores 0-6 detractors; 7-8
passives; 9-10 promoters.
 To determine NPS, subtract
the % of detractor responses
from promoter responses.
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Net Promoter Score

12. Customer Journey Analytics
YOUR CUSTOMER JOURNEY WITH YOU

13.  Combine every touchpoint a customer interacts with you on, across
channels, over time.
 Connects millions of events into journeys - from your customers’ point of
view.
 Data-driven approach to discovering, analyzing, influencing your
customers’ journey with you.
 Gather analytics on your social media, advertising, website traffic, events,
product reviews, onboarding process, loyalty programs, phone
correspondence, store visits, email engagement, survey responses...
 Based on hard data: millions of individual interactions—rather than the
subjective interpretation of interviews or observations of a small # of
‘representative’ customers.
13
Customer Journey Analytics

14. Hit Your Milestones
KEY DELIVERABLES BY TIMEFRAME

15. • Thank Them!
• Confirm Terms & Conditions.
• Provide Dedicated Onboard Relationship
Contact.
• Confirm Best Methods to Communicate.
15
At Time of Start Up

16. • Check in call.
• Survey Them to understand:
• CONFIRM WHAT WENT WELL/WHAT DIDN’T.
• DID THEY STRUGGLE WITH ANYTHING.
• WHAT TO LOOK OUT FOR IN COMING
WEEKS/MONTHS.
16
End of Week 1

17. • Survey/call to inquire how things are
going.
• Any required changes in their
plan/program?
17
By End of First Month

18. New Customer Welcome Kit

19. • An introduction to our team and your points of contact at
[Insert Your Company Name].
• Your Company Vision, Mission, and Core Values.
• “Thank you” note, gift.
• Customer intake form (Please return this to us by [insert due
date].)
• A timeline for our first [Insert time frame] months together.
• Links to help documentation and other resources.
19
Welcome Kits

20. Create a Customer Onboard
Checklist

21. • Create an automated welcome email that goes out when you enroll a new
user.
• Schedule a follow-up email to invite your new customer to login to the
app that gets triggered after X days of inactivity.
• Create a “Welcome” greeting for their first login with a Call to Action.
• Design feature callouts that pop up when a user enters for the first time
to help them navigate.
• Create Placeholder content for all of your empty states (the areas within
your product that don’t have content or data in them until the user adds
their own).
21
Create Automated Actions

22. • Schedule the first meeting between your customer onboard team and the
new customer.
• Prepare a Welcome kit for new customer – provide their Customer
Success Team members, objectives, and due dates.
• Send over the welcome packet with the due date for the Customer Intake
Questionnaire.
• Celebrate once a client hits an early milestone. This could come in the
form of an in-app notification, handwritten note, gift sent to their office,
and/or phone call from a Senior Team Member.
22
Tasks to Do For Each New Customer

23. Onboarding Completion
Schedule
TASKS REQUIRED TO COMPLETE “OUR
TIME TOGETHER”

24. Training Resources
Repository
GIVE THEM WHAT THEY NEED TO BE SUCCESSFUL

25. • Training they need to complete.
• Support “How-to” documents, videos.
• Helpful orientation materials (Welcome Kit)
• How they can reach Customer Care.
• Links to FAQs on your website.
25
Provide Customers With Resources

26. On-Board Hand-Off
Process

27. • If you employ Onboard employee specialists who pass the role of
customer care to long-term dedicated Account staff once onboarding is
complete, you need to communicate the process to your customers.
• EMAIL / CALL SCRIPT
• X
• X
• X
27
From Onboard to Maintenance

28. Provide customers with a schedule of “Our Time Together” for the
onboarding process to be successfully completed.
28
From Onboard to Maintenance
Date to Complete
Start/End
Meeting/Task/
Training
Objectives

29. 29
Contact Ethan
LinkedIn.com/in/ethanchazin
Twitter: @EthanChazin
TheChazinGroup.com
Ethan@TheChazinGroup.com
CELL: 917.239.5571