For this session of Implementation Stories, we had Kathy McAninch, Enterprise Onboarding Manager at BombBomb, talk about their iterative approach to developing a mind-blowing onboarding experience for their customers.
BombBomb is a video platform that leverages the power of video to help users build better relationships. Kathy moved into a Customer Success role five years ago, after having worked in the K-12 education space, from where she carries a love for education and learning.
In this session, Kathy spoke about
Here are our key takeaways from the session.
Onboarding at BombBomb is unique in that it doesn’t focus on conventional activities such as data migration, etc., but instead on the skill of making videos. Creating and using videos effectively requires time, practice, and guidance.
And it’s this aspect of guidance that the onboarding team focuses on in their approach. Onboarding at BombBomb is designed to make users both comfortable, and proficient in using asynchronous videos for business.
A separate role for onboarding was carved out about five years ago as BombBomb moved into the mid-market enterprise space. This stemmed from the realization that a dedicated role was needed to effectively guide people through using their platform and making the most of asynchronous video as a business tool.
In a traditional sales funnel, most things ended at the commit line. But as Donna Weber says in the book, Onboarding Matters, customers need cognitive closure at different phases of their journey.
This means they need a frictionless handoff from Sales to Onboarding to Customer Success to feel supported and welcomed at every stage of their journey.
It’s important to visually represent the customer’s journey ahead. This visual aspect is important because it sets clear expectations and allows the customer to share this plan with other stakeholders.
Here’s what BombBomb’s customer onboarding process looks like for enterprise and midmarket/SMB customers.
A critical milestone in this journey is the Impact Review meeting (or video in case of SMB/MM), where the onboarding team
This meeting, conducted with the participation of key/executive level stakeholders, is an opportunity to learn and improve the onboarding process.
Help the trainees/end users understand the different stages of the onboarding process as it applies to them. Establish clear focus areas for each stage.
Since a product like BombBomb can be plugged into multiple use cases and places, a prescriptive approach can help reduce time to value. The team does this by helping clients identify an initial use case and a primary send place, as described below:
Create homework for end users, and package it as a requirement. This gives them a target to work towards and the required practice they need to develop confidence in the product and their usage of it.
Collaborate with stakeholders/managers at the customer end to receive and evaluate the homework assigned to their team.
The final homework assignment Kathy’s onboarding team uses is to share a use-case with their manager. This way, the team gets end user inputs, leadership inputs, and visibility to guide the strategy to ensure ongoing success with the tool.
The BombBomb team spent nearly six months brainstorming their current program and mapping out the elements that they needed to improve.
Human-centered Communication, a bestseller written by BombBomb’s leadership team, served as the cornerstone of this revamp.
They used a digital mural board (shown above) to collect ideas, inputs, and suggestions from everyone on the team. Over the six months, the team continued to asynchronously share their ideas and observations on this board.
The key, Kathy shares, is to keep this process ongoing and iterative – the team took elements from it into their active training and fed observations/insights back to it, so the board was continually evolving.
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