Improve customer onboarding process to increase customer adoption and reduce repeated calls to customer support.
Company
iHeartRadio
Responsibilities
The process for setting up a new hotel was a natural complexity due to the range of hotel sizes and the busy nature of their environments. A number of key touchpoints were required from welcoming new customers, engaging them throughout the hotel build process and onboarding their staff. The improvement of our customer onboarding was a multi-phased effort, so our first order of business was simplifying communication around the hotel setup process. I worked with our support team to help untangle and simplify the communication flow.
Existing registration experience
Existing registration experience
Updated registration flowchart
I collaborated with the PM to conduct a A/B test comparing the existing reg flow against a truncated version. We also wanted to understand how receptive users were to providing their first name. Our tests revealed 88% of partipcants ranked existing multi-step flow as excellent and 100% wouldn’t abandon compared to a truncated 2-step flow. Participants felt the multi-step experience was quicker and easier to absorb. User felt the 2-step experience. With these findings we decided to fine-tune the current experience to better engage users.
Updated registration flowchart
I interviewed members of our support staff to understand our existing customer journey and presented ideas in how we could simplify. We wanted to set them up for success by setting clear expectations and sharing necessary resources at key touchpoints. The main areas that needed improvement included emails, introductory training resources and aligning our customer support library to help them onboard their staff.
Based on feedback from support specialists, the refresh was a good first step in improving customer satisfaction and reducing churn due to lack of clarity. Our revisions brought visibility to the onboarding process as a whole. Customers knew what to expect from the beginning and had a clearer idea in what apps were relevant to each department and where to gather training resources to get staff up-to-speed. Our team has already actively prepared next steps to make customer onboarding a cohesive experience. The first effort includes redesigning the hotel setup process from the ground up to be a more conversational step-by-step walkthrough. The second involves adding contextual training materials and messaging into the product to give users a guided experience.
