When onboarding tools first emerged about seven years ago, they seemed to make a lot of sense. Who wouldn't appreciate a quick tutorial about my amazing site? As we can all relate, forced tutorials don't work and, worse yet, annoy us. We never set out to be in the onboarding business. When we saw one customer after another use our platform to be smart about differentiating between education, information, and action messages, we felt compelled to do what we do best. Bring a fresh way of thinking to an old problem.
HBO Max was sold to Discovery, Showtime was consolidated into Paramount Plus, and Netflix' crack down on password sharing dented their growth. That's just the top three that come to mind. Banks are failing, layoffs are in full swing, and a consumer pullback on everything except travel, and dining is underway. When 1.4 new users take the place of every exiting user, as we did during the pandemic, it was easy to ignore drop in usage or lack of return visits. Not any more. Every subscription business is now focused on earning their fees. Content, content, content is more like Content, user, value.
Forrester recently released Predictions 2023: Customer Experience, a report that foresees 2023 being “a year of reckoning for customer experience (CX) programs as companies struggle to focus on customers.” For some customers, depending on who they do business with, this is bad news.
