CUSTOMER ONBOARDING In search of the “Aha” moment! Arjun Mathai Phone:

What is Customer Onboarding? Process of getting the customer to realize the Core Value Proposition of the product – the “Aha” moment. Why? Attain customer success faster, minimize churn and thereby get to business success through “paying customers”. Who is it for? New customers who signup, and rolling out new features to existing customers. AwarenessAcquisitionOnboardingSupport DROP OFF/CHURN

Scope & Terminologies The following areas, although linked to onboarding, are not in scope of this document. Acquisition Support The term Customer/User is a person who is from the councils who is responsible for setting up the account, creating and managing projects, evaluating reports, etc. The user is not the community in the council who interacts on the projects created.

Designing your onboarding process Define and collect metrics 1. Identify Features 2. Implement and measure metrics 3. Iterate

Key Metrics What is success to the customer? Ex. Created a project and had 15% more engagement with the community using EHQ compared to offline models. What worked for the paying customers in the last 12 months? How are customers onboarded currently? Who are the users of the system? What is their comfort level of using such systems? System Admins, Council members, Council Staff, etc What are the basic steps to get started? How easy is it to do it? Who should perform these? What are the one time and recurring tasks on the system? SetupUsePaySign up  One time  Infrequent  Recurring  Frequent  Recurring  Infrequent

Key Metrics (contd) What are the basic steps required to get started? How easy is it to do this? (Measure task time) What are the common tasks performed? (User Flows) What are the most frequently searched/viewed articles on the Support Knowledgebase? (Clarity) How do customers pay now? Why? Large transaction amount, security concerns, etc. How should customers pay ideally? Monthly? Yearly? How do you onboard the rest of the team?

Good practices among a few SaaS providers Google Apps for business Getting started wizard (integration with GoDaddy makes setting up very easy for even novice users) Minimal steps to get started Invite team members easily #Slack Slackbot guides the user through the profile completion process using humanlike questions Shows a help text explaining the page elements, if a new user. Guided tour that explains advanced features as you progress with the setup Many integrations making it easy to work with your existing processes

EHQ Customer Onboarding Better content on the guided tour – explains how to go about using the system, but not what each entities are. This is present in the help and feedback section, but how many will read it initially? Better explanation of each field – Show a simple text explaining what each fields are. Ex. Saw a category field and had no idea what the implication of that would be? Permalinks cannot have spaces, but an average customer may not know that. The error message thrown only shows invalid permalink. Create a sample project for a new account – Sample projects showcase the features and capabilities of the application and helps the user to quickly understand the system visually. Wizards for common tasks – Ex. A wizard for project creation that setups a basic project for the user without having to go through many pages. User segmentation – Segment users based on engagement and provide additional help/support through offline/online channels to get the user to the ‘Aha’ moment. Integrations – if the main communication channel for a council to reach the community is , how easy is it for them to alert the community of a new project/page? Possibly integrate with services like Mailchimp? [KEY TO CUSTOMER SUCCESS – many projects but no engagement = failure in their view]. Communication channels for support – how can a customer quickly get a problem resolved? Phone calls/ s/Live Chat?

Execution – 3 months The objective during this period is to understand how the users use EHQ. Parameters such as page views, time, events, support requests, etc will help understand the user flows. It is critical to integrate existing tools to capture and measure these metrics. Define metrics/goals to measure Implement Keen.io or Google Analytics Events to capture clicks on page elements. Ex. How many clicks on the product tour or support . Implement Intercom.io for engagement-based user segmentation Modify the Getting Started Tour – use A/B testing to measure what works. Auto-create sample project on signup and measure the effectiveness for new users. Implement help texts and tips across the application. Define and execute surveys to collect information on pain points on existing users.

Execution – 3-6 months During this period, we must evaluate the data collected and decide on the execution plan with a focus on getting a new customer to customer success point faster. Any engineering direction must be validated with user data. Build and rollout Account Setup Wizard Build and rollout New Project Wizard Implement additional support mechanisms and infrastructure – currently only phone/ – live chat? Who will be available to support? Implement payment methods – based on data from survey on how customers are most comfortable paying.

Thank You