The Art and Science of Effective Customer Onboarding
Transcript of The Art and Science of Effective Customer Onboarding
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
The Art & Science of Effective
Customer Onboarding
Linda Schwaber-CohenHead of Training, Skilljar
@skilljar
Sara RobbaManager of Customer
Success, Skilljar
@skilljar
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
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The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
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The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
About Skilljar
● Accelerate Product
Onboarding and Adoption
● Drive Customer Engagement
● Modern Training
Experiences
● Backed by Data
Agenda● Building an onboarding program
● Creating & revising content
● Engaging your audience
● Driving onboarding success
● Q&A
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Customer Onboarding Is Important
Source: Preact
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Poll Question
● Are you utilizing on-demand
customer onboarding?
○ Yes
○ No
○ N/A – we don’t currently onboard
customers
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
● Every Educational Services
summit participant
confirmed their customers
are asking for more digital
learning content
On-Demand Onboarding
Source: TSIA
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
● Popular help articles
● Popular topics for user
education support
tickets
Start With The Low-Hanging Fruit
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Content Planning Map
Source: Skilljar resources
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
● LMS
● Webinar platform
● Video software
Use the Right Tools & Technologies
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
3 Flavors of Customer Onboarding
Self-Service Low-Touch High-Touch
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
3 Flavors of Customer Onboarding
•Simple product
•Very high volume of users
•Freemium or low ACV
•B2C, Dev tools
Self-Service Low-Touch High-Touch
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
3 Flavors of Customer Onboarding
•Simple product
•Very high volume of users
•Freemium or low ACV
•B2C, Dev tools
•Mild complexity
•Varied use cases
•Some friction in adoption
•SMB, small team users
Self-Service Low-Touch High-Touch
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
3 Flavors of Customer Onboarding
•Simple product
•Very high volume of users
•Freemium or low ACV
•B2C, Dev tools
•Mild complexity
•Varied use cases
•Some friction in adoption
•SMB, small team users
•New product/behaviors
•Extensive implementation
•Many stakeholders involved
•Enterprise users
Self-Service Low-Touch High-Touch
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
The Handoff
● Align CS & sales
● Provide clear
documentation
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
The Kickoff
● Introduce yourself
● Discuss initial goals
● Review timeline
● What is your “MVP”?
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
A Sample Project Plan
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
The Soft Launch
● Get feedback from beta
users
● Launch with MVP
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
The Launch
● Training open to intended
audience
● Measure success & adjust
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
A Sample Onboarding Timeline
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Use The Right Mediums
● Online video will account for
80%+ of all consumer
internet traffic by 2020
Source: Cisco
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Use The Right Mediums
● 59% of executives agree
they are more likely to
choose video over text
Source: MWP
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Keep Content Short
● 56% of all videos
published are <2 minutes
long
Source: Vidyard
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Keep Content Short
● Videos under 90 secs see
an average retention rate
of 53% vs. 10% for 30
min+ videos
Source: Vidyard
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Keep Content Short
90%+ completion
rate on courses <15
mins
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Poll Question
● How are you currently measuring
training engagement?
○ Registrations & completions
○ Audience reaction
○ Other
○N/A - we don’t have any metrics in
place yet
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Develop SMART Goals
● Specific
● Measurable
● Achievable
● Relevant
● Time-bound
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Develop SMART Goals
● Where does your program
stand?
● Align with relevant
stakeholders
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Establish Baseline Metrics
● Product adoption
● Customer churn & renewals
● Registrations & completions
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Product Adoption
● Compare time spent in-
app and time spent in
training
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Customer Churn & Renewals
● Sample calculation:
o Of X customers who
renewed/expanded,
what % took training?
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Registrations & Completions
● This data provides insight
into:
o Topics of interest
o Marketing effectiveness
o Course length
optimization
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
A Benchmark for Success
5% increase YoY(# of completions / # of
registrations)
The Art & Science of Effective Customer Onboarding #CSwebinar @Skilljar @GetAmity
Key TakeawaysPrioritize popular content first
Align CS & Sales to streamline onboarding
Keep content short & engaging
Establish “the state of the state”