The first churn opportunity is during onboarding. Getting the customer’s experience right, during the ‘honeymoon’ is the most important first step to scaling a SaaS company. Join Emilia D’Anzica, who has onboarded thousands of customers at scale over the 10+ years, as she shares strategies for growth from the customer’s perspective.

1. Customer
Onboarding/Implementation
Strategies for Success
Emilia D’Anzica,
Customer Growth Advisors
RD Summit 2018

2. Onboarding Strategy
Do you have one?

3. Olá Brasil!
Emilia D’Anzica, MBA,
PMP®, Scrum Master®
@emiliadanzica
www.CGAAdvisor.com
Customer
Success &
Advocacy
Consultant

4. 4
Either a Rocket ship
Or…a Sinking Ship
“the action or process of integrating &
familiarizing a new customer or client
with one's products or services.”

5. WHY: A Case for an Implementation team
Unexpected Challenges
Create Successful
Onboarding Experiences

6. Why

7. Onboarding/Implementation is...

8. Milestones
Show where you are in the process and what’s left to tackle

9. CLARITY Path
Responsibilities
Outcomes

10. Gaining a
new
customer is
Expensive!
5 - 25x Source: The Kinigroup

12. RD Station

13. Challenges

14. Program Unclear
Time-to-value
Feel Rushed
Learning Difficult

15. Customer
Success
Managers
have
challenges
too
Too many
customers
Executive
Review with
No
Executive
NPS &
CSAT Low
Commitment
&
Engagement

16. How

17. Customer Journey
Make it a
launchpad for
Success
People 1st
Process
Tech 2 Scale

18. Velocity
Create Successful Onboarding Experiences

19. Onboarding Program
Should Be…
Clear
Responsibilities
Commitment

21. The team
24/7 Support, Your Partners in Success
Wendy Smith
Customer Success
Manager
Ronny Hems Abigail Brunelle
Head of Support Professional Services Lead
Berry Mayer
Strategic Customer
Executive

22. Ask the
Right
Questions
What are you biggest challenges?
What will potentially get in the way of you
engaging in this project?
Who are the key stakeholders and enablers
in this journey?
What are your company goals in the next
quarter?
What will success look like in a month, 6
months, a year?

24. Measuring
Success
Sales to CS
Time to
Onboard
Certification
Community
Engagement
Renewals
Expansion
Opportunity
Benchmark
Outcomes

25. Centralization =
Alignment

26. Source: Catalyst

27. Automation:
One-to-Many
● Pro-active
Communication
● 24/7 Contextual
Guidance
● Short ‘How-to’ Videos
● Single-Sign-On
● Gamification
● Mobile

28. Self-Service Customer
Playbook Centers

29. Customer Pulse
After Executive Check-in
Onboarding Survey
1. Do you feel you received what
you purchased?
2. How was your onboarding
experience?
3. What can we do to help you get
the more out of your experience
with the Product?
4. Would you recommend us?
5. May we include you in our
reference program?

30. Advocacy Across the Customer Life-Cycle
ü 3rd party review sites
ü Customer social share
ü Ranking
ü Testimonials
ü Customer story
ü 3rd party review sites
ü Community feedback
ü Referral
ü Social share
ü Customized
onboarding
ü Community support
ü Customer as a mentor
ü Product feedback
ü NPS / survey
ü Join event
ü Social share
Acquisition Retention
Advocate& upsell
ü Customer reference call
ü Vendor service rankingSource: Crowdvocate

31. Start with a Customer ‘Welcome Package’
Inexpensive, drives loyalty & social media brand loyalty

32. Continuous Engagement Strategies
Video News, Training Delivered, Online live engagement events

33. Certification
Program

34. Customer Communities

35. Why Now?
You can’t afford not to.

36. Effective Onboarding
can reduce churn by up
to 25%.

38. Plan for
100k+
People 1st
Constant
Reiteration
Take
Action
Today

39. www.CGAAdvisors.com
Obrigada!