Automated Customer Onboarding
For most organizations, the primary goal of onboarding new customers is to cement the new relationship, with the initial objectives being customer engagement and exploration of benefits.
How, when, and what is communicated will do much to determine the extent to which new customers take advantage of and appreciate the wide range of potential benefits – directly impacting whether or not they will choose to remain customers.
The key to effective onboarding is personalization – new customer communications that have been tailored according to each recipient’s preferences and interests will resonate much more directly and will be more effective in guiding new customers to the products and services that will be most appealing to them.
The “customer decision journey” concept put forth by McKinsey & Co in 2009 consists of five stages, and Marketing Automation can help optimize your ability to excel at each:
- Consider: What brands/products do consumers have in mind as they contemplate a purchase?
- Evaluate: Consumers gather information to narrow their choices.
- Buy: Consumers decide on a brand and buy it.
- Post-purchase experience: Consumers reflect on the buying experience, creating expectations/considerations that will inform a subsequent purchase.
- Advocate: Consumers tell others about the product or service they bought.
- Bond: Consumers skip or short-circuit the evaluation process and decide not to switch brands.
For purposes of this brief, we will focus on how onboarding campaigns can help with the final three (those that take place after the initial purchase).
It sounds, then, as if organizations would benefit greatly from assistance in harnessing the power of email to send a series of onboarding messages that were tailored, both in terms of content and timing, to be as relevant and appealing as possible to each individual recipient.
Marketing Automation was purpose-built to do this. EXACTLY this.
Real Magnet’s Marketing Automation solution has pre-built “Welcome” campaigns that will automatically send the right onboarding message to the right new customer at the right time. It can read the appropriate field in your customer database and use that information to launch a campaign that includes whatever messages you’ve chosen and that sends each individual message at precisely the intervals you’ve selected – all without requiring any involvement of staff.
This automated campaign provides valet-level service to each new customer and frees staff to focus on other projects.
With such compelling benefits, one might ask why all organizations aren’t already using Marketing Automation. The answer is ease of use. While Marketing Automation has existed as a technology category for over a decade, systems available thus far have been extraordinarily complex and difficult to use. Real Magnet undertook to address this by developing from the ground up a system that was so easy to use that a first-time user could create and launch campaigns without needing training or assistance. One of the innovations we employed to achieve this was use of a templated approach – to create a Welcome campaign for new customer onboarding, simply select “Welcome” from the drop-down menu shown below, and you’ll be guided through the setup process with a short series of simple questions.
How many messages would you like to send?
At what intervals should each message be sent?
Which messages would you like to send?
Who should receive these messages?
That’s it! Simple.
You’ll answer just by making choices with drop-down menus (how many messages and what are the send intervals) and by browsing (much like you’d choose a Word document to open) – you’ll browse to select the messages to send and then browse to select the campaign members from your customer database. Done! Every new customer will receive this campaign with exactly the sequence and timing you’ve chosen without anyone on staff having to remember to run the new customer report, set up the email send, and then launch it. Marketing Automation lets you set it and forget it!
For details about how we’ve simplified Marketing Automation, please read Part I of the Real Magnet Solution Series: “Have We Automated Marketing Automation?”or contact us to see it for yourself!