Objective
Enhance the post-purchase membership process to improve new member onboarding for those who purchased a membership online.
To achieve this, we sought to reduce repetitive inquiries and lighten staff workload, ultimately improving the new member journey.
Approach
Customer Journey Mapping
Developed a customer journey map of the post-purchase experience to understand gaps in the process, identifying actionable efforts to execute to improve the onboarding experience for new members.
Cause and Effect Diagram / Fishbone Map
Used a Fishbone Map as a tool to brainstorm and identify the root cause of the problem. Major categories were identified—online software, materials, database, staff.
The tool was used to understand what we can improve rather than exploring solutions that cannot be addressed, uncovering areas to experiment, test, and implement.
Outcomes
Identified an immediate solution to update the final steps of the purchasing journey and amend the confirmation page and acknowledgment email to include clearly defined next steps.
Here are a few images of the outputs before and after:
Results
Decrease in online inquiries
We saw a 90% decrease in online inquiries, from receiving 20 email inquiries about what to do next after purchasing online in the previous month, email inquiries went down to 2 in the next month.
Improved customer experience
Members have now been accustomed to bring the acknowledgment email and their ID and presenting it to staff, thus being serviced accordingly.
