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Global Onboarding Framework

An outline of Famly's core framework for onboarding

The purpose of this framework is to create a consistent, value-driven, and positive experience for every new customer, ensuring a seamless transition from prospect to passionate advocate. This framework is built upon a foundation of core philosophies (as highlighted by Anders) that should guide every interaction:

  • Shared Accountability: A successful customer onboarding experience starts during the sales process and continues past the final onboarding call.
  • Reduce Time to Value: Our primary goal is to help customers achieve their first significant win as quickly and efficiently as possible.
  • Clarity Above All: The customer should always have absolute clarity on the process, the next steps, and what success looks like for them.
  • Customers Should Not Have to Repeat Themselves: Information is a baton to be passed seamlessly between teams. A customer provides key details once.
  • Avoid Overwhelming the Customer: We will deliver information and training in digestible, relevant segments, respecting the customer's time and cognitive load.
  • Maintain Momentum: We will strive for the shortest possible time between calls and interactions to keep the customer engaged and moving forward.
  • Simplicity is key: Complex internal processes project onto the customer’s experience. The simpler our processes are, the smoother it translates to the customer’s onboarding

 

Stages

Name

 Description Famly Activities Customer POV Exit/Success Criteria

Acquisition

 This initial stage focuses on closing the deal with a mutual understanding of value. The primary goal is to not only secure a new customer but to gather the foundational information required for a successful partnership and a smooth onboarding journey.

Sales Team:
- Conduct thorough discovery to understand the customer's context, pain points, and goals
- Define and document the customer's Primary Usage Goal (PUG)—the single most important outcome they need to achieve. - Secure all relevant operational information (e.g., previous system, number of children/staff, key contacts). - Identify and document potential upsell opportunities or churn risks from the initial conversations. - Set clear expectations by providing the customer with a high-level overview of the onboarding journey.
- Schedule a tentative Launch Call date with the customer to create momentum.
- Implement the 'Onboarding Deferral' process for customers identified as not being ready to start within the standard timeframe.

 - Feels that Famly deeply understands their unique needs and challenges. - Has a clear understanding of the onboarding process and what will be required of them. - Knows what initial success will look like and feels confident in their decision to choose Famly. ✓ Signed contract is finalized.
✓ Primary Usage Goal (PUG) is clearly documented in the CRM.
✓ All required customer information for setup is gathered and recorded.
✓ A tentative Launch Call date is scheduled.
✓ The customer is either moved to Pre-boarding or placed in a 'Deferred' status.

Pre-boarding

 This stage bridges the gap between the signed deal and the official onboarding kickoff. It leverages product-led growth workflows to provide immediate value, builds excitement, and ensures the customer is prepared for a productive Launch Call.

Growth Team:
- Deploys automated, product-led workflows that guide the customer through initial, non-critical setup steps (e.g., creating their profile, inviting a co-worker).

Onboarding Team:
- Sends a personalized welcome email introducing the dedicated Onboarding Specialist and confirming the Launch Call details.

Sales Team:
- For deferred customers, maintains a "keep-warm" cadence to nurture the relationship until they are ready for onboarding.

 - Receives a warm, personalized welcome.
- Can immediately log in and begin exploring the platform in a guided, low-pressure environment. - Feels a sense of progress and excitement before the first official call.
- Knows exactly what to prepare for the upcoming Launch Call.		 ✓ Customer has logged into the platform for the first time. ✓ Customer has completed the initial product-led setup checklist.
✓ The Launch Call is officially confirmed by both the customer and the Onboarding Specialist.

Launch Call

 This is the official kickoff engagement led by the Onboarding Specialist. The focus is on reinforcing the customer's goals, establishing a personal connection, and invoking the "Aha!" moment by demonstrating the platform's core value in their specific context.

Onboarding Team:
- Begins the call by acknowledging the customer's context (pain points, needs, PUG) gathered during Acquisition.
- Reinforces the onboarding plan and collaboratively defines the specific, measurable milestones that constitute a successful onboarding for them. - Guides the customer through a key workflow that directly addresses their PUG, aiming to generate an "Aha!" moment of understanding and value.
- Ensures the customer achieves their first tangible "win" or "Time to First Value" during or immediately after the call.

 - Feels heard, valued, and confident that the onboarding journey is tailored specifically for them.
- Experiences a moment of genuine excitement and relief as they see how Famly solves a key problem.
- Has absolute clarity on the onboarding milestones, timeline, and their role in the process.		 ✓ Customer verbally confirms their understanding of the success milestones.
✓ The "Aha!" moment is observed or confirmed by the Onboarding Specialist.
✓ Time to First Value is achieved and documented.

Activation

 This is the hands-on implementation phase where the customer, guided by the Onboarding Specialist, masters the core functionalities of the platform. It is a hybrid approach combining direct engagement, guided work, and automated support to drive the customer toward their primary usage goal.

Onboarding Team:
- Conducts a series of follow-up/check-in calls, using a hybrid model: critical milestones are always established together during screen-sharing sessions, while non-critical tasks can be guided as "homework."
- Proactively monitors customer progress within the platform. - Provides timely ad-hoc support via email or short calls to address questions and remove roadblocks.

Growth Team:
- Supports this phase with automated, in-app guidance, checklists, and tooltips that trigger based on user behavior to encourage progress between calls.

 - Feels consistently supported without being overwhelmed. - Makes tangible, measurable progress after each interaction.
- Grows in confidence and is able to complete core workflows independently.
- Knows they can easily reach out for help when needed.		 ✓ All critical onboarding success milestones are achieved. ✓ The customer demonstrates proficiency in the workflows related to their Primary Usage Goal. ✓ The customer is ready for the "Go Live" stage.

Go Live

 The Go Live stage is a celebratory milestone marking the successful completion of the core onboarding journey. It’s a moment to recognize the customer's achievement, ensure they are set up for long-term success, and execute a seamless handoff to the Success team.

Onboarding Team:
- Hosts a final "Go Live" call to reiterate and celebrate the achievement of the success milestones.
- Formally concludes their role as the primary point of contact.
- Executes a warm handoff to the designated Success Manager, providing them with all relevant context and history.

Growth & Success Teams:
- Support the transition with in-app workflows and a clear guide on how the customer can continue to get value and find support after the formal onboarding period ends.

 - Feels a sense of accomplishment and is celebrated for their work.
- Is enthusiastic and confident about rolling Famly out to their wider team and community.
- Has a clear understanding of who to contact for ongoing support and strategic guidance.		 ✓ Customer formally "goes live" with the platform.
✓ The handoff from Onboarding to Success is completed and confirmed by all parties.
✓ Customer expresses a high level of satisfaction (e.g., via a simple survey) with the onboarding experience.

Nurture

 This ongoing, post-onboarding stage is focused on fostering a strong, long-term partnership. It is a collaborative effort to ensure the customer not only renews but continuously discovers more value, expands their usage, and becomes a vocal advocate for Famly.

Success Team:
- Owns the customer relationship, conducting regular check-ins and strategic business reviews.
- Proactively identifies opportunities to help the customer get more value from the platform.
- Acts as the "voice of the customer" internally, funneling feedback to the Product team.

Growth Team:
- Deploys targeted in-app campaigns to encourage the adoption of secondary features not covered during onboarding. Marketing Team:
- Engages the customer with relevant content, community initiatives, and promotions to strengthen brand loyalty.

 - Feels like a valued, long-term partner, not just an account.
- Continues to learn and find new ways Famly can support their business.
- Has a clear channel for providing feedback and feels their voice is heard.		 ✓ Consistently high product adoption and health scores.
✓ Strong renewal rates and identification of expansion opportunities
✓ Positive Net Promoter Score (NPS) and a willingness to participate in case studies, testimonials, or referrals.