Onboarding customers is similar to a Couch to 5K training program. We all want to become stronger and faster, but it takes focus and training. Onboarding project managers and customer success managers must work together to help new customers through setup, implementation, and training.
Just as training for a 5K race involves gradual practice, consistent support, and long-term focus, effective customer onboarding requires a structured approach to ensure customers reach their full potential. While each customer’s journey is unique, the process and principles are similar.
Understanding the Couch to 5K Approach
A Couch to 5K program is designed to take non-runners from minimal activity to running a 5K in a structured, incremental way. I completed this program myself and went on to run a few half marathons so I can attest to its effectiveness. A similar philosophy can be applied to customer onboarding:
- Start with Small Steps
- Couch to 5K: Begins with short, manageable runs mixed with walking. Getting them familiar with moving their body.
- Customer Onboarding: Start with simple, easy-to-understand tasks and gradually introduce more complex features. As much as we want to show all of the shiny details on the beginning calls, meeting the customer with their experience is vital.
- Consistent Progression
- Couch to 5K: Each week there is progress. This includes both running duration and intensity.
- Customer Onboarding: Regularly scheduled training sessions that build on each other to deepen not only product knowledge but usage as well.
- Support and Encouragement
- Couch to 5K: If you use an app there can be a variety of motivational messages, recommendations to join the community. Getting hands wet and diving in with others
- Customer Onboarding: Dedicated customer success managers, community forums, and timely check-ins are all vital to your success.
The specifics of the onboarding process might be different for each deal. Personalize the onboarding plan for each customer with flexible template. That way you can avoid showing up to the welcome call with a rigid process when they actually want to customize the process along with you. Either way, these stages below are a consistent focus points that apply to the vast majority of implementations.
Onboarding Stages: Getting from the Couch to Across the Finish Line
- Week 1-2: Warm-Up Phase
- Goal: Introduce customers to the basics and get them comfortable with the platform. Get them a small taste of the benefits to get a feel for their value proposition
- Actions: Welcome emails, introductory tutorials, and initial setup assistance. Connect them to the resources early. Being afraid of the unknown is common, so giving resources is a big win.
- Outcome: Customers understand the core functionalities and complete the initial setup. Getting the “ah ha” moment as early as possible.
- Week 3-4: Building Momentum
- Goal: Encourage regular use and exploration of features.
- Actions: Continue to engage with customers. Inviting them to Webinars (live or pre-recorded), empowering them with step-by-step guides, and small tasks that demonstrate value.
- Outcome: Customers start using more features and see the platform’s benefits. While there are speed bumps in the usage, they drive themselves deeper and deeper into the product.
- Week 5-6 & Onward: Increasing Engagement & Assistance
- Goal: Deepen product knowledge and promote regular engagement. As customers become more self-sufficient & confident engaging with them is key.
- Actions: Advanced training sessions, case studies, and success stories. Encourage repeat connection to self-help resources, invite to upcoming events.
- Outcome: Customers become proficient and regularly use the platform to achieve their goals. While they may encounter needs and resources to continue to thrive, maintain a regular cadence with them to fulfill their needs.
Key Takeaways
- Personalization: Tailor the onboarding process to each customer’s needs, just as a training plan may be adjusted for different runners.
- Milestones and Rewards: Celebrate small wins and milestones to keep customers motivated and engaged.
- Feedback Loop: Continuously gather feedback to refine the onboarding process and address any pain points.
Just as completing a 5K race is a rewarding experience that builds confidence and encourages further fitness goals, a well-structured onboarding process sets the stage for long-term customer success and satisfaction. By treating onboarding like a couch to 5K program, you can ensure that customers not only reach their initial goals but continue to grow and thrive with your product.
- Onboarding Customers: A Couch to 5K Program for Success – August 1, 2024
