Onboarding
Home Junction
GOAL: To decrease the early cancelation rate.
ISSUE: Lowering early cancellations has been my main focus of the onboarding process. This is especially important for those clients who cancel within the first 4 months of signing their contract, since the cost of fulfillment was set to be the first 4 months of the new client's monthly payments.
RESULT: 70% Decrease in the early cancellation rate.
Logic
Onboarding process redesign
The original process has been frustrating for both the internal staff and new clients. There were limited in-person touchpoints, many discussion requests for clarification and submission of requirements. The process of new website delivery could stretch well over 2 weeks because of constant looping between responsible parties.
The main issues were:
- Expectations set by the Sales department did not match the fulfillment process,
- Customer Service department having only 2 in-person touchpoints and being oriented to collect the least important data,
- Poor communication of the fulfillment process to the client,
- Vital data/legal requirements being collected via automatic email requests which were ALWAYS ignored by clients.
New onboarding process
- The main logic for the onboarding process was redesigned to achieve a more streamlined process, requiring minimal looping.
- The touchpoints communication was adjusted and coordinated between the Sales and Customer Service departments.
- The touchpoints of customer service representatives with new clients were increased to pass and collect all required information during in-person communication.
- WordPress developers began to record small educational videos to display the simplicity of operating the new website.
- The pre-launch review became an in-person touchpoint, which helped customer service representatives to establish a personal relationship with the new client, making for easier future communication.
- We added an additional follow-up email to the new client after the website was launched, linking to YouTube tutorials, documentation, and customer service contacts. This email would also set up the expectation for further online communication, such as quarterly reports, new features introductions, marketing offers, etc.
Result
The outcome of the redesign
70%
Decrease in the
early cancelation rate
As a result of redesigning the onboarding process, the early cancellation rate was decreased by 70%.
At the same time, we cleared the communication channels between customer service representatives, WordPress developers, and MLS relations departments. We improved customer service communication with the clients, created a library of tutorial videos on YouTube, organized service documentation, and started a new practice of marketing campaigns.