Introduction
A strong onboarding experience begins with a well-structured welcome process that engages customers right from day one. An automated welcome sequence sets the tone for the customer journey, ensuring new users feel supported and informed from the start. This article will guide you in creating an automated welcome process that provides essential resources, builds early engagement, and sets the foundation for a successful onboarding experience.
Step 1: Design a Multi-Step Welcome Sequence
A welcome process is most effective when it’s broken into multiple steps, with each step providing a specific piece of information or action item for the customer.
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Initial Introduction: Begin with a personalized welcome email that introduces key points of contact, such as the assigned CSM, and provides an overview of the onboarding journey. Using Journey Orchestrator, schedule this initial message to be sent as soon as the customer account is activated.
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Product Orientation and Resources: In the second message, offer links to foundational resources like product documentation, training videos, and quick-start guides. This email should guide customers on where to access key features and support options.
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Engagement Check-In: Schedule a follow-up message to check in on the customer’s progress and provide encouragement. Ask if they have any questions and remind them about available resources. Set up this touchpoint to be sent one week after the initial email to maintain engagement momentum.
Step 2: Personalize the Welcome Experience
A personalized welcome makes customers feel seen and valued, which can improve early engagement and build trust.
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Use Customer Data for Personalization: Leverage customer details, such as their name, company size, and use case, to tailor welcome messages. For instance, if a customer has a specific use case, highlight relevant features that align with their goals. Use Tokens for Personalization within Journey Orchestrator to customize each email based on the customer’s profile.
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Segment Messages Based on Customer Type: Different customer segments may require unique onboarding approaches. For example, Enterprise customers might need more detailed instructions, while SMBs may prefer a streamlined message. Adjust message content according to segment, ensuring each group receives information that best supports their onboarding experience.
Step 3: Automate Follow-Ups for a Consistent Experience
Automated follow-ups help keep customers on track and ensure they’re progressing smoothly through the welcome stage.
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Automate Reminders for Incomplete Tasks: If customers have not accessed key resources or completed initial tasks, send a reminder email that encourages them to engage with the onboarding materials. Set up Rules Engine to trigger reminders for customers who haven’t met specific engagement milestones within the first few days.
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Automate Engagement CTAs for CSM Follow-Up: For customers who haven’t engaged with onboarding materials after multiple reminders, trigger a CTA for the CSM to reach out personally. This proactive follow-up ensures that customers receive the support they need if they are struggling to get started.
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Schedule Success Checks: A few days after the initial welcome sequence, send a success check email that invites customers to connect with the CSM or explore additional resources. Use Journey Orchestrator to automate this touchpoint, reinforcing support availability as they proceed through onboarding.
Next Steps for Success
With an automated welcome process in place, focus on monitoring engagement rates and collecting feedback from customers to refine the experience. An effective welcome sequence sets the stage for a successful onboarding journey, ensuring each customer feels supported and engaged right from the beginning.
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