Scaling customer success with in-product onboarding
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If you’ve looked at a tech job posting recently, chances are, it had an Ashby link. Ashby is replacing the traditional applicant tracking system with a modern All-In-One hiring solution. Hiring processes are as unique to each company as its culture, and having a solution that is infinitely configurable means that the software is more likely to be adopted, rather than circumvented.
But high degrees of customization also pose a difficult onboarding and implementation challenge: how can companies quickly get set up and see value?
Early onboarding at Ashby
Like many Customer Success (CS) teams, Ashby started with documenting their implementation process and best practices in a series of Notion checklists.
Customers got to success, but the process wouldn’t scale the way Ashby needed. For example:
- Some users had no issue searching through Notion for the right help, but others got lost in the many tabs and switching back and forth.
- Customers would be shepherded through onboarding via a standard cadence, but we wanted a tailored experience where customers spent time where they needed to most
- Both the Scaled CS team and customers had to manually track their own task completion and progress – to varying degrees of consistency – which also made internal reporting challenging.
Jared Haynes, a scaled customer success manager at Ashby, summarized the impact, not only on customers but on the team:
“Providing an excellent customer experience has always been top of mind for us, we wanted a way to focus on that even more.”
As Ashby geared up for a phase of growth, Jared invested several months into refining their onboarding journey and bringing it into Bento.
Motivations for moving to in-product onboarding
The main reasons they chose Bento to power their in-product onboarding was to:
- Enable customers who prefer to self-serve to move through initial setup quickly
- Offer helpful guidance in-app so users have it in context vs across many tabs or external links
- Iterate on flows without engineering overhead and with clean design out of the box
But since launching, the team at Ashby realized that it fundamentally allowed customers to move at their own pace – many of whom moved much faster than the previous launch cadence.
By enabling many customers to move faster, and on their own, the Scaled CS team estimates that at least 12 hours are saved a week.
Jared said: “Bento has not only given the Scaled CS team time back but has allowed our customers to move at their own pace.”
While the initial rollout focused on onboarding for their scaled customers, it quickly became apparent that embedding tailored onboarding could free up the Scaled CS team to become a strategic resource.
“Bento allows me to scale myself and the team. Having this automated and set-up so users login and get help right away has saved at least 2 hours per SMB customer. Our customers experience it as part of the product.”
- Onboarding is rarely one-size fits all. For products that have different journeys based on starting use-case, it makes sense to create tailored paths based on the customer’s use case or feature set.
- While self-serve onboarding isn’t right for every customer or every user, it allows a segment to self-select into different “speeds”.
- Running at multiple speeds allows Scaled success teams to strategically help customers who need it, and act as a higher level thought partner to customers who are more self-sufficient.
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