Tailored Onboarding Program

Proper customer onboarding is essential to successful lifecycle marketing. First and foremost it needs to counter buyers remorse, the customer must be satisfied quickly that their purchase was the right one.

Onboarding then needs to ensure the customer gets the most possible value from their purchase. Without this, the relationship between customer and brand starts to go stale and customer retention and advocacy drift out of reach.

Working towards these onboarding core purposes, Sony developed an onboarding program for new customers, shaped around key consumer electronics product pillars. Marketing automation recognised when a buyer registered a new product on the Sony owners database and triggered a series of emails.

Each week for two to four weeks, the new customers received quickstart guides, helpful hints and tricks, detailed tutorials, and expert advice with an aim to get them up to speed with their new purchase as quickly as possible. The email series wraps up with an offer on a complementary product and a request for feedback.