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Design and Implement an Effective Customer Onboarding Process

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Click the help icon above to learn more. */ </style> </head> <body class="post-template-default single single-post postid-8096 single-format-standard custom-background custom-header header-full-width content-sidebar"><div id="wrap"><div id="header"><div class="wrap"><div id="title-area"><p id="title"><a href="https://sixteenventures.com/">Customer-centric Growth by Lincoln Murphy</a></p><p id="description">Growth-oriented Customer Success</p></div></div></div><div id="subnav"><div class="wrap"><ul id="menu-page-menu" class="menu genesis-nav-menu menu-secondary"><li id="menu-item-2604" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-home menu-item-2604"><a href="http://sixteenventures.com">Customer Success Articles</a></li> <li id="menu-item-8249" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-8249"><a target="_blank" href="https://www.impactdemy.com/collections?ref=58b2b0">2024 CSM and Head of CS Training</a></li> <li id="menu-item-55" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-55"><a rel="author" href="https://sixteenventures.com/lincoln-murphy-strategic-consultant">Customer Success Consulting</a></li> <li id="menu-item-8433" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-8433"><a target="_blank" href="https://www.impactdemy.com/pages/impact-weekly-podcast">Customer Success Podcast</a></li> <li id="menu-item-8900" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-8900"><a target="_blank" href="https://www.impactdemy.com/courses/fundamentals?ref=58b2b0">Free CS Fundamentals Course</a></li> </ul></div></div><div id="inner"><div class="wrap"><div id="content-sidebar-wrap"><div id="content" class="hfeed"><div class="post-8096 post type-post status-publish format-standard has-post-thumbnail hentry category-customer-success entry"><h1 class="entry-title">Customer Onboarding: How to Design and Implement an Effective Onboarding Process</h1> <div class="post-info"><span class="date published time" title="2020-08-18T18:35:15-05:00">August 18, 2020</span> Article by <strong><a href="https://sixteenventures.com/lincoln-murphy-strategic-consultant" target="_blank">Lincoln Murphy</a></strong> </div><div class="entry-content"> <div>&nbsp;</div> <div><img decoding="async" class="alignright wp-image-8097" src="https://sixteenventures.com/wp-content/uploads/2020/08/welcome-onboard-1024x576.jpg" alt="" width="400" height="225" srcset="https://sixteenventures.com/wp-content/uploads/2020/08/welcome-onboard-1024x576.jpg 1024w, https://sixteenventures.com/wp-content/uploads/2020/08/welcome-onboard-300x169.jpg 300w, https://sixteenventures.com/wp-content/uploads/2020/08/welcome-onboard-768x432.jpg 768w, https://sixteenventures.com/wp-content/uploads/2020/08/welcome-onboard-1536x864.jpg 1536w, https://sixteenventures.com/wp-content/uploads/2020/08/welcome-onboard.jpg 2000w" sizes="(max-width: 400px) 100vw, 400px" />The phase of the customer lifecycle that gets the most attention is Customer Onboarding, yet ironically (or tragically), most people fail to understand what onboarding really is, and few do it well.</div> <div>&nbsp;</div> <div>And even though Onboarding is something people talk about all the time, experts abound with advice and blueprints and templates, and thought leaders drone on about &#8220;first impressions,&#8221; the fundamentals of effective customer Onboarding seem to be totally missing.</div> <div>&nbsp;</div> <div>So I put together a list of things that will help you design an effective Customer Onboarding process that truly does set your customer up for long-term success.</div> <div>&nbsp;</div> <div>Here we go&#8230;</div> <p><span id="more-8096"></span></p> <h2>Designing an Effective Customer Onboarding Process</h2> <p>As with everything I publish, this is just an article. It is necessarily incomplete and generic. I cannot tell you exactly what you should do and if someone who doesn&#8217;t know your business and your customers tells you exactly what your Onboarding &#8211; or any process &#8211; should be, run away. Far and fast.</p> <p>BTW, one of the main reasons companies bring me in &#8211; unfortunately &#8211; is to help clean up after they hired a &#8220;consultant&#8221; who took the easy way out and just applied one of their pre-written, generic BS blueprints to this unique business and, frankly, messed everything up.</p> <p>So take what I give you below and apply the knowledge you possess about your customers, your company, and the unique intersection thereof to make it actually useful.</p> <p>Now is not the time for copying, but rather for critical thinking. I hope what I share gives you direction in that thought process.</p> <h2>Four Steps to Effective Customer Onboarding</h2> <p>It&#8217;s just four simple steps, with a bunch of steps between those four steps, and a lot of work to do for each of those interim steps.</p> <p>But it&#8217;s just four steps.</p> <ol> <li>Determine when a customer is &#8220;onboard&#8221; <ol> <li>This definition of &#8220;onboard&#8221; is missing from roughly 102% of the onboarding processes I come across <ol> <li>How can you have an onboarding process when you don&#8217;t have a clear definition of when a customer is onboard?</li> <li>In fairness, companies often have a complete Customer Success Management process when they don&#8217;t even know their customers&#8217; <a href="https://sixteenventures.com/desired-outcome" target="_blank" rel="noopener noreferrer">Desired Outcome</a>, so this shouldn&#8217;t be surprising</li> </ol> </li> <li>What milestone have they achieved to be considered &#8220;onboard?&#8221; <ol> <li>You may want to get to know the concept of <a href="https://sixteenventures.com/success-milestones" target="_blank" rel="noopener noreferrer">Success Milestones</a></li> <li>This milestone should be the first time the get value (for more simple products or services) or see the value potential in their relationship with us (for more complex products or services)</li> </ol> </li> <li>Is this definition of &#8220;onboarded&#8221; universal or will there be different definitions depending upon the type of customer? <ol> <li>Hint: it&#8217;s probably the latter</li> </ol> </li> <li>A customer should <strong>NOT</strong> be considered &#8220;onboard&#8221; simply after a certain amount of time has passed <ol> <li>In general, using how long a customer has been doing something as a marker for success &#8211; or even simple progress &#8211; is fraught with risk</li> </ol> </li> </ol> </li> <li>What will it take to get them to that point of being onboarded? <ol> <li>Meet them where they are and take them where they need to go <ol> <li>Are all customers starting from the same place?</li> <li>Are their different initial use cases, maturity levels, etc. that we need to consider?</li> </ol> </li> <li>Will all customers get the same plan or will we be meeting different types of customers in different places (their maturity as a company, maturity with the processes we help operationalize, the type of customers they have, their size, etc.)?</li> <li>Once we understand where we need to meet them (Point A), what are the steps to get them onboard (Point B)? <ol> <li>It&#8217;s probably a good idea to think about &#8211; and orchestrate &#8211; what comes after Point B, too.</li> </ol> </li> <li>Consider everything that has to happen: <ol> <li>On their end <ol> <li>In the software</li> <li>Beyond the software <ol> <li>where do they need to get data from, what systems do they need to interact with, who all needs to be involved, etc.</li> </ol> </li> </ol> </li> <li>On our end<br> <ol> <li>What we do for them</li> <li>What we do with them</li> <li>What we need to get them to do</li> <li>Who all needs to be involved</li> </ol> </li> </ol> </li> <li>Once the steps are outlined we can begin working on the modalities of intervention to move them along the way (meetings, 1:many, self-service, emails, calls, etc.) <ol> <li>This is a good time to check out the <a href="https://sixteenventures.com/communication-model" target="_blank" rel="noopener noreferrer">Customer Engagement Communication Model</a> and the <a href="https://sixteenventures.com/beast-message-framework" target="_blank" rel="noopener noreferrer">BEAST Message Framework</a></li> </ol> </li> <li>Consider the different types of customers and what we think would be appropriate to them <ol> <li>We know a lot about them, but this might be a good time to really think about: <ol> <li>What are they used to from other vendors?</li> <li>What do they love or hate about other vendors?</li> <li>What do we think would be appropriate for them? <ol> <li>Bigger more mature customers may not need much from us at all</li> <li>Smaller customers may need a lot, but self-service and 1:many is what they expect</li> </ol> </li> </ol> </li> </ol> </li> </ol> </li> <li>What is the next step after onboarding? <ol> <li>This is the &#8220;post-Point B&#8221; I mentioned earlier&nbsp;</li> <li>After they reach the onboarded threshold, what do we need them to do next?</li> <li>We can start orchestrating this early so the transition form onboarding is expected and understood</li> </ol> </li> <li>How long should it take to reach &#8220;onboarded?&#8221; <ol> <li><a href="https://sixteenventures.com/customer-onboarding-ttfv" target="_blank" rel="noopener noreferrer">Time to First Value (TTFV)</a> is the KPI to pay attention to</li> <li>But TTFV is just a goal, not a &#8220;they&#8217;ve been with us 30 days so they&#8217;re onboard&#8221; situation <ol> <li>If they reach &#8220;onboarded&#8221; in less than the TTFV goal time, that&#8217;s great!</li> <li>If it takes longer than the goal, that&#8217;s bad <ol> <li>The sooner we can see that they&#8217;re not on track to hit the TTFV goal, then we need to intervene to see what the hold-up is</li> <li>Is it on our side? Their side? What&#8217;s the plan to move this forward?</li> </ol> </li> </ol> </li> <li>We can use <a href="https://sixteenventures.com/ttfv-sales-kpi" target="_blank" rel="noopener noreferrer">TTFV as a sales metric</a>, too! <ol> <li>Each customer is associated with the sales rep</li> <li>Sales rep is managed and/or compensated on the customer achieving TTFV</li> <li>This helps ensure the handoff is handled properly and ensures the customer is a good fit and not oversold</li> </ol> </li> </ol> </li> </ol> <p>There you go&#8230; now, what goes into each of those things will totally, 100% depend on your unique situation.</p> <h2><strong>Further Reading on Customer Onboarding</strong></h2> <ul> <li style="font-weight: 400;"><a href="https://sixteenventures.com/customer-onboarding-basics" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">The Basics of Customer Onboarding</span></a></li> <li style="font-weight: 400;"><a href="https://sixteenventures.com/customer-onboarding" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">The Secret to Successful Customer Onboarding</span></a></li> <li style="font-weight: 400;"><a href="https://sixteenventures.com/customer-onboarding-aha-wtf" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Customer Onboarding: AHA! or WTF?</span></a></li> <li style="font-weight: 400;"><a href="https://sixteenventures.com/emotional-disconnect-onboarding" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Emotional Disconnect During Customer Onboarding</span></a></li> <li style="font-weight: 400;"><a href="https://sixteenventures.com/ghosting-during-onboarding" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Bad Sales Handoffs Cause Customers to Ghost During Onboarding</span></a></li> </ul> <p></p> <figure class="wp-block-image size-full"><a href="https://www.impactdemy.com/collections?ref=58b2b0" target="_blank" rel="noopener"><img decoding="async" width="800" height="800" src="https://sixteenventures.com/wp-content/uploads/2023/02/Impact-Academy-Johan-and-Lincoln.png" alt="" class="wp-image-8479" srcset="https://sixteenventures.com/wp-content/uploads/2023/02/Impact-Academy-Johan-and-Lincoln.png 800w, https://sixteenventures.com/wp-content/uploads/2023/02/Impact-Academy-Johan-and-Lincoln-300x300.png 300w, https://sixteenventures.com/wp-content/uploads/2023/02/Impact-Academy-Johan-and-Lincoln-150x150.png 150w, https://sixteenventures.com/wp-content/uploads/2023/02/Impact-Academy-Johan-and-Lincoln-768x768.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure> </div><div class="author-box"><div><img alt='' src='https://secure.gravatar.com/avatar/3334de1f544b64f1d1b3383098d14892?s=80&#038;d=mm&#038;r=g' srcset='https://secure.gravatar.com/avatar/3334de1f544b64f1d1b3383098d14892?s=160&#038;d=mm&#038;r=g 2x' class='avatar avatar-80 photo' height='80' width='80' loading='lazy' decoding='async'/> <strong>About Lincoln Murphy</strong><br /><p>I invented Customer Success. I focus primarily on Customer Engagement. <a href="https://sixteenventures.com/lincoln-murphy-strategic-consultant">Learn more about me here.</a></p> </div></div><div class="after-post widget-area"> <div id="recent-posts-3" class="widget widget_recent_entries"><div class="widget-wrap"> <h4 class="widget-title widgettitle">You should read these articles, too&#8230;</h4> <ul> <li> <a href="https://sixteenventures.com/true-cost-of-meetings">The True Cost of Meetings in Customer Success Management</a> </li> <li> <a href="https://sixteenventures.com/meetings-as-a-metric">Meetings as a Customer Success Metric: The Misguided Path</a> </li> <li> <a href="https://sixteenventures.com/no-goals-no-customer-success">No Goals, No Customer Success: Unlocking the Power of the Goal Discovery Framework</a> </li> <li> <a href="https://sixteenventures.com/revenue-roadblocks">Revenue Roadblocks: How We’re Sabotaging Our Own Growth</a> </li> <li> <a href="https://sixteenventures.com/bad-fit-vs-good-fit-customers">Good Fit vs. Bad Fit vs. Ideal Customers: The Key to Unlocking Sustainable Growth</a> </li> </ul> </div></div></div></div></div><div id="sidebar" class="sidebar widget-area"><div id="custom_html-2" class="widget_text widget widget_custom_html"><div class="widget_text widget-wrap"><div class="textwidget custom-html-widget"><div id="enews-ext-2" class="widget enews-widget"> <div class="widget-wrap"> <div class="enews"> <h4 class="widget-title widgettitle">Join the other 53,897 folks who get my emails and…</h4> <div style="text-align:left"> <ul> <li>Get the latest on <strong>ChatGPT, AI, &amp; Prompt Engineering</strong></li> <li>Stay updated on <strong>Customer Success</strong> &amp; <strong>RevOps</strong></li> <li>Take your <strong>Growth Strategy</strong> to the next level</li> <li>Learn about <strong>Psychology, Engagement, and More</strong>!</li> </ul> </div> <!-- Form starts here --> <form id="ck_subscribe_form" class="ck_subscribe_form" action="https://app.convertkit.com/landing_pages/256863/subscribe" data-remote="true"> <input type="hidden" value="{&quot;form_style&quot;:&quot;naked&quot;,&quot;embed_style&quot;:&quot;inline&quot;,&quot;embed_trigger&quot;:&quot;scroll_percentage&quot;,&quot;scroll_percentage&quot;:&quot;70&quot;,&quot;delay_seconds&quot;:&quot;10&quot;,&quot;display_position&quot;:&quot;br&quot;,&quot;display_devices&quot;:&quot;all&quot;,&quot;days_no_show&quot;:&quot;15&quot;,&quot;converted_behavior&quot;:&quot;show&quot;}" id="ck_form_options"> <input type="hidden" name="id" value="256863" id="landing_page_id"> <input type="hidden" name="ck_form_recaptcha" value="" id="ck_form_recaptcha"> <div class="ck_errorArea"> <div id="ck_error_msg" style="display:none"> <p>There was an error submitting your subscription. 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href="https://sixteenventures.com/no-goals-no-customer-success">No Goals, No Customer Success: Unlocking the Power of the Goal Discovery Framework</a> </li> <li> <a href="https://sixteenventures.com/revenue-roadblocks">Revenue Roadblocks: How We’re Sabotaging Our Own Growth</a> </li> <li> <a href="https://sixteenventures.com/bad-fit-vs-good-fit-customers">Good Fit vs. Bad Fit vs. Ideal Customers: The Key to Unlocking Sustainable Growth</a> </li> <li> <a href="https://sixteenventures.com/opt-in-vs-opt-out-trials">Opt-In vs. Opt-Out Trials: The Hidden Impact on Customer Retention and Success</a> </li> <li> <a href="https://sixteenventures.com/beyond-transactions">From Transactions to Relationships: Unleashing Customer Potential with AX</a> </li> <li> <a href="https://sixteenventures.com/renewal-psychology">Renewal Psychology: From an Adversarial Process to a Celebration of Success</a> </li> <li> <a href="https://sixteenventures.com/pods-customer-success-sales">Pods in Customer Success vs. Sales: A Side-by-Side Comparison</a> </li> <li> <a href="https://sixteenventures.com/csm-pods">The Role of Pods in CSM Coverage Models: The Evolving Landscape</a> </li> <li> <a href="https://sixteenventures.com/csm-pool">Pooled CSMs: Benefits, Challenges, and Requirements for Success</a> </li> <li> <a href="https://sixteenventures.com/customer-success-touch-levels">Beyond Touch Levels: Scaling Customer Success through Appropriate Experience (AX)</a> </li> <li> <a href="https://sixteenventures.com/goal-discovery-framework">The Goal Discovery Framework for Customer Success Management</a> </li> <li> <a href="https://sixteenventures.com/storytelling-in-customer-success">Storytelling in Customer Success: Use the Power of Goal Discovery</a> </li> <li> <a href="https://sixteenventures.com/customer-success-capacity-planning">Customer Success Scaling: Capacity Planning and Resource Allocation</a> </li> <li> <a href="https://sixteenventures.com/keeping-customers-engaged">Bridging the 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href="https://sixteenventures.com/usage-customer-success">Why High Usage Doesn&#8217;t Guarantee Customer Success</a> </li> <li> <a href="https://sixteenventures.com/scaling-cs-team">Scaling Your Customer Success Team Without Losing Control</a> </li> <li> <a href="https://sixteenventures.com/goal-alignment">The Art and Science of Continuous Goal Alignment in Customer Success</a> </li> <li> <a href="https://sixteenventures.com/goal-discovery">Goal Discovery: The Essential Task You Never Had Time for (Until Now!)</a> </li> <li> <a href="https://sixteenventures.com/customer-success-sales-alignment-2">Aligning Customer Success and Sales: Bridging the Great Divide</a> </li> <li> <a href="https://sixteenventures.com/motivating-action">Motivating Action: The Hard Truth of Driving Customer Engagement</a> </li> <li> <a href="https://sixteenventures.com/customer-retention-analysis">Customer Retention: Proactive, Reactive, and At-Risk Analysis</a> </li> <li> <a 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Success</a> </li> <li> <a href="https://sixteenventures.com/creating-customer-success-playbooks-with-chatgpt">Creating Customer Success Playbooks with ChatGPT</a> </li> <li> <a href="https://sixteenventures.com/chatgpt-or-bing-customer-success">ChatGPT or Bing: Which AI Tool is Best for Customer Success</a> </li> <li> <a href="https://sixteenventures.com/customer-success-chatgpt">Customer Success Pros: Stay Ahead of the Game with ChatGPT</a> </li> <li> <a href="https://sixteenventures.com/chatgpt-customer-success">ChatGPT in Customer Success: Generative Output to Desired Outcome</a> </li> <li> <a href="https://sixteenventures.com/stop-teaching-your-customers-to-ignore-you">Stop Teaching Your Customers to Ignore You! 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or WTF?</a> </li> <li> <a href="https://sixteenventures.com/emotional-disconnect-onboarding">Emotional Disconnect During Customer Onboarding</a> </li> <li> <a href="https://sixteenventures.com/ghosting-during-onboarding">Bad Sales Handoffs Cause Customers to Ghost During Onboarding</a> </li> <li> <a href="https://sixteenventures.com/customer-actually-ghosting">How to Know if Customers are Actually Ghosting you</a> </li> <li> <a href="https://sixteenventures.com/why-customers-ghost">Why Customers Ghost you</a> </li> <li> <a href="https://sixteenventures.com/customer-onboarding-basics">The Basics of Customer Onboarding</a> </li> <li> <a href="https://sixteenventures.com/success-potential-start">Success Potential: Real Customer Success Starts Here</a> </li> <li> <a href="https://sixteenventures.com/expansion-unsuccessful">Account Expansion: How to Upsell Unsuccessful Customers</a> </li> <li> <a href="https://sixteenventures.com/no-expansion-bad-sign">Customer Growth: Why Lack Of Expansion Is A Really Bad Sign</a> </li> <li> <a href="https://sixteenventures.com/expansion-grow-fast">Account Expansion: If You Want To Grow Fast, Do This…</a> </li> <li> <a href="https://sixteenventures.com/upselling-trust">Customer Growth: Upselling Hurts Trust (When You Do It Wrong)</a> </li> <li> <a href="https://sixteenventures.com/customer-growth-expansion">Customer Growth: The Difference between Sales and Expansion</a> </li> <li> <a href="https://sixteenventures.com/beast-message-framework">Introducing the BEAST Message Framework for Customer Engagement</a> </li> <li> <a href="https://sixteenventures.com/communication-model">Introducing the Customer Engagement Communication Model</a> </li> <li> <a href="https://sixteenventures.com/churn-classification">Churn Classification Framework For Customer Success Management (2024 Update)</a> </li> <li> <a href="https://sixteenventures.com/sales-customer-success">Customer Success and Sales: Why the Latter determines the Former</a> </li> <li> <a href="https://sixteenventures.com/appropriate-experience-required">Appropriate Experience is Required for Customer Success</a> </li> <li> <a href="https://sixteenventures.com/customer-success-kpi">What Are The Best Customer Success KPIs?</a> </li> <li> <a href="https://sixteenventures.com/upstream-problems">You Can&#8217;t Solve Upstream Problems Down Stream</a> </li> <li> <a href="https://sixteenventures.com/customer-success-simple">Customer Success is a Simple Concept (Don&#8217;t Overthink It)</a> </li> <li> <a href="https://sixteenventures.com/customer-success-frameworks">Customer Success can&#8217;t fit into Existing Frameworks</a> </li> <li> <a href="https://sixteenventures.com/customers-not-problems">Those aren&#8217;t Problems. 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