6 Golden Rules for Creating a Successful Onboarding Process

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A man enters a sports store in a shopping mall. A young man in a branded tracksuit greets him with a pleasant smile. This gives him some time to himself to soak up the energy of the store and be impressed by the stock. Offer him a glass of cold water and find out if he knows about the great deals that have just been posted online. The man asks for a shoe suitable for running. The friendly salesperson specifies his needs, his personal tastes and the budget he is aiming for for the purchase. The man cooperates and answers all questions because he feels that someone is listening to him.

The one-off sale is not the story here, he thinks, they want me to be a loyal customer. The young salesman gives him the opportunity to join a loyalty club and lists a series of benefits. After that, the sales process begins. The salesman demonstrates in-depth knowledge, personal experience and knowledge of the range of models offered on the market. The man is (again) impressed and leaves with the shoe of his choice, not without having added a running shirt of the same color.

This scenario is familiar to almost everyone, and the good news is that it doesn australia telegram only happen in-store. In the world of digital marketing, this is called “onboarding,” and it’s actually borrowed from the world of HR. The goal: to make the employee’s absorption process into the organization enjoyable and create a good experience for them with the interfaces of daily work. Like the script above, the digital onboarding process is extremely important for any retail website that wants to create a good shopping experience for its new customers.

An optimal onboarding process is fully automated, cross-organizational, and touches all departments and interfaces related to the sales process. Strengthening the relationship with new customers must be attentive, inclusive, and service-oriented, supporting customers from the first purchase and redundant sales and service staff when converting new customers into regular customers. What else do you need to know before producing a successful digital onboarding process? We have some ideas.

Table of Contents
1. Establish a schedule
2. Don't be aggressive
3. Work to increase engagement
4. Speak personally
5. Speak on all channels, but in one language only
6. Learn, guide, explain
1. Establish a schedule
The onboarding creation process must follow a realistic and predetermined schedule . From the moment the new customer makes a first purchase or signs up for a service, the signal is given to start the automatic process that includes a complete set of messages, mailings and messages on all channels with the aim of accompanying the new customer . Good onboarding processes are carried out for a period of at least one month, at the end of which it is possible to identify customers who have made another purchase or who have shown some involvement in the brand's content worlds.

2. Don't be aggressive
Just as the young salesman above anticipated the needs of the man in the sports store, the onboarding process must take into account all aspects and dilemmas of the new customer lifecycle. Therefore, those who think they are designating the entire process for the purpose of a hard sell are sorely mistaken. The goal is to share knowledge, demonstrate responsibility, leadership, and present a positive reputation even before the request to withdraw the credit card a second or third time.

3. Work to increase engagement
The greatest ambition of the onboarding process is to generate active involvement and responsiveness of customers in the brand's content universes. Even if no sale has been made at the initial stage, it is extremely important to create engagement because it represents a desire to know, to know and to get closer to the sale. Therefore, it is highly recommended to allow the customer direct and quick access to the organization's service and sales support channels at each stage, to build the process based on customer behavior and to add divisions and conditions so that the customer who has shown high involvement will be exposed to other messages and will convert more than dormant customers.

4. Speak personally
Customers are well aware that online stores collect information about their shopping habits and yes, they expect a personal experience that is tailored to them. Deals, coupons, and guides will work better if they are personalized. And no, I am not talking about adding a first name to the newsletter, but real personalized segmentation. If you have already collected data about your customers, it is recommended to use it wisely.

5. Speak on all channels, but in one language only
Multichannel marketing has many benefits, including maintaining a continuous sequence of communication with customers. After all, customers receive dozens of messages every day, and to stand out, it is necessary to speak a consistent language. This makes it possible to establish a regular and long-term dialogue and offer a personal experience at a pace adapted to each customer.