For example, let’s say somebody has been using your product for six months. They’re totally engaged and up to speed. But then you release a brand new feature that can make them even better. That’s an onboarding opportunity right there. Ultimately, good onboarding retains customers over time by continually showing them how to get the most out of your product. We recently experienced this when we launched our new feature, Smart Campaigns. We knew it had the potential to improve almost all our customers’ definition of success – personal customer communication at scale. This gave us a significant onboarding opportunity – we could deliver more value to our existing customers. The challenge was that Smart Campaigns was not an easy concept to understand. If the beta period taught us one thing, it was that a certain amount of hand-holding was required. The easy path would have been to ignore this and send a once off feature announcement email to all our
Made with FlippingBook - Online magazine maker