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What is Customer Onboarding?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

Customer onboarding refers to the process of guiding new customers through the initial stages of their journey with a SaaS product. It involves introducing customers to the product, helping them understand its features and benefits, and ensuring that they are able to successfully use the product to achieve their desired outcomes.

Examples of Customer Onboarding

  • When a customer signs up for a project management tool, they receive a welcome email with instructions on how to create their first project and invite team members.
  • A customer who purchases a social media scheduling tool is provided with a step-by-step tutorial that shows them how to connect their social media accounts and schedule their first post.

Importance of Customer Onboarding

Effective customer onboarding is crucial for the long-term success of a SaaS product. It sets the stage for a positive customer experience and lays the foundation for a strong relationship between the customer and the product.

By providing a smooth onboarding process, SaaS companies can:

  1. Reduce customer churn: When customers understand how to use the product and experience its value early on, they are more likely to stick around.
  2. Increase customer satisfaction: A well-guided onboarding process helps customers feel supported and confident in their ability to use the product effectively.
  3. Drive product adoption: Successful onboarding encourages customers to explore and utilize the full range of features, maximizing the product's potential.

How to Use Customer Onboarding

  1. Understand your customers: Gain insights into your target audience's needs, pain points, and goals. This understanding will help you tailor the onboarding experience to meet their specific requirements.
  2. Design a structured onboarding process: Break down the onboarding process into clear and manageable steps. Provide customers with the necessary resources, such as tutorials, videos, or documentation, to guide them through each step.
  3. Communicate effectively: Use clear and concise language to explain the product's key features and benefits. Avoid overwhelming customers with too much information at once.
  4. Provide interactive assistance: Offer in-app guidance, tooltips, and contextual help to assist customers as they navigate through the product.
  5. Measure and optimize: Continuously evaluate the onboarding process and gather feedback from customers. Use analytics to identify areas where customers may be experiencing difficulties and make improvements accordingly.

Useful Tips for Customer Onboarding

  • Personalize the onboarding experience based on the customer's specific needs and goals.
  • Use real-world examples and case studies to demonstrate the value of the product.
  • Offer proactive support, such as live chat or onboarding calls, to address any questions or concerns customers may have.
  • Implement a progress tracking system to help customers visualize their onboarding journey and motivate them to complete each step.
  • Continuously iterate and improve the onboarding process based on customer feedback and data analysis.


Customer onboarding refers to the process of guiding and assisting new customers in successfully adopting and using a SaaS product.
Customer onboarding is important because it helps new customers understand how to effectively use a SaaS product, reduces churn rates, and increases customer satisfaction.
The goals of customer onboarding include helping customers achieve their desired outcomes, reducing time to value, and building strong and lasting relationships.
Common challenges in customer onboarding include lack of product knowledge, ineffective communication, and difficulty in understanding customer needs and goals.
Customer onboarding can be improved by providing clear documentation, offering personalized training and support, and actively seeking feedback from customers.
Customer success plays a crucial role in customer onboarding by ensuring that customers receive the necessary support and guidance throughout the onboarding process.
The duration of the customer onboarding process can vary depending on the complexity of the SaaS product, but it should ideally be a guided and structured process that helps customers get up and running quickly.
Metrics such as time to first value, product adoption rate, and customer satisfaction scores can be used to measure the success of customer onboarding.
No, customer onboarding is an ongoing process that continues even after the initial setup. It involves continuous support, training, and guidance to ensure customers derive maximum value from the SaaS product.
Some best practices for customer onboarding include setting clear expectations, providing proactive communication, offering self-service resources, and regularly checking in with customers to address any questions or concerns.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Examples of Customer Onboarding
  2. Importance of Customer Onboarding
  3. How to Use Customer Onboarding
  4. Useful Tips for Customer Onboarding
  5. Related Terms

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