After I finally decided to try Netflix last week, a welcome letter quickly emerged, simple but direct, "Watch as many TV shows & movies as you want." That was followed by covers of popular Netflix shows and a red box that said in big letters, START WATCHING. I was officially engaged.
In a clever article titled How to Lose a Member in 10 Days on the MemberSuite site, marketing manager Kelli Eidson wrote, "Day Two: Have a lackluster welcome strategy. It is critical to personalizing the member's experience right off the bat and making them aware of their benefits. A good welcome packet will have everything a member needs to engage with [you]... Without it, they're likely to churn."
"As much as you can in your business, empower people," said Heather Farley, COO of Access Intelligence, kicking off SIPA's energizing and packed Best Practices Conference on Customer Onboarding and Retention. "People are also happier that way. Their stress level is lower. [It's saying,] 'I trust you, I trust your judgment to make the right decisions and handle situations.'"
"Improving customer experience may be more a product of increasing collaboration between functional silos, or breaking them up completely to align with the customer journey."