:: Onboarding…
There’s a lot of talk, strategies and metrics around acquiring a new customer. But once they’re on board, what happens to them?

The first six months of the relationship, is the time when a company has its best shot at establishing a firm foundation with its customer; one that’s strong enough to build and expand upon year after year. But to be successful in winning the heart and mind of your customer from the start, it takes an approach that is far more personalized and better choreographed than traditional methods. Enter the new era of customer Onboarding.

On Boarding, or “Welcome” programs, have been around for a number of years, but results have been mixed at best. Why? Anyone who’s been a new customer of a bank, phone or cable company will tell you that in those first months they’re inundated with offers -- some relevant to them, others entirely irrelevant. The problem is that every product line manager in that company wants a piece of the best customers and so what results is the “dump truck” effect, where multiple offers are pushed out indiscriminately along a set corporate timeline. Tier-two customers are often all but ignored. In either case, the customer inevitably tunes out all of the company correspondence because past experience has shown that most of what they receive doesn’t apply to them.

By developing Multichannel program strategies based on streams of communication, customer needs and preferences, you’ll create a positive experience for your customer and increase the likelihood for keeping their business…for a very, very long time. I hope the rest of this issue gets you thinking about new ways to improve your onboarding process.

Andy Frawley
Click Tactics, CEO

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