LOCALOGY ENGAGE 19: SMBuy-in - Better Onboarding and Engagement - LegalZoom
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This document discusses Localogy's efforts to improve their customer onboarding process through a more customer-centered approach. It describes how they conducted customer observations and interviews to better understand small business owners' needs and challenges. They identified key moments in a small business owner's journey and mapped this out to prioritize opportunities to provide support. Localogy piloted a new onboarding process with a few agents that included personalized outreach calls. This resulted in improved customer satisfaction, efficiency and sales. The document concludes by discussing plans to refine, scale and introduce the new onboarding approach more broadly while maintaining its positive impact.
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LOCALOGY ENGAGE 19: SMBuy-in - Better Onboarding and Engagement - LegalZoom
- 2. Private and confidential. Do not share without permission. 2| Localogy Hello Localogy! Amy Haupl VP, Experience Strategy & Research Maryanne Lee Director, Experience Strategy
- 3. Private and confidential. Do not share without permission. We shine a light on the areas of life that intersect with the law, guide people down the path to a resolution, and empower them to walk away from every interaction with us armed with new knowledge. 3| Localogy
- 4. Private and confidential. Do not share without permission. How we got here 4 Expand 3 We created an independent attorney network for people to get personalized legal advice. 2010 Launch 2 We launched the business with 10 web-based products. Word begins to spread. 2001 Opportunity 1999 1 Our founders help their parents with their estate plans and realize that the Internet is the perfect tool to make legal help more accessible. | Localogy
- 5. Private and confidential. Do not share without permission. 5 201920162015 654 Transform AgainGlobalizationScale Offering deeper level of services aligned to the customer’s journey. In the UK, we begin operating as a full-fledged law firm. We reach 3.6 million customers and gain wide recognition for providing professional, accessible, quality legal help. | Localogy
- 6. Private and confidential. Do not share without permission. Our success 6 +1m +500k 4min We’ve started over 1 million businesses Number of attorney consultation requests since launch Every 4 minutes someone completes their Last Will with LegalZoom | Localogy
- 7. Private and confidential. Do not share without permission. 7| Localogy LegalZoom’s journey to 3.6 million customers Making It Official 1999 - 2017
- 8. All SBOs, even non-first timers, face barriers to success with over one third failing by second year 8
- 9. Private and confidential. Do not share without permission. 9| Localogy Proactively support small business success Making It Official Juggling & Struggling 2018 - Present1999 - 2017
- 10. Private and confidential. Do not share without permission. Growing with our customers 10| Localogy Day 1 Day 45 Day 1001
- 11. Private and confidential. Do not share without permission. 11| Localogy What they say. What’s the deeper meaning? What it means for our products. Learning from experience
- 12. Shifting from business lifecycles to customer journeys 12 Customer Observation
- 13. Shifting from business lifecycles to customer journeys 13 Customer Observation Identify Needs & Challenges
- 14. Shifting from business lifecycles to customer journeys 14 Customer Observation Idea Idea Idea Idea Identify Needs & Challenges Prioritize Opportunities
- 15. Learn directly from your customers 15 Customer Observation
- 16. Private and confidential. Do not share without permission.| Localogy Russ Small Business Owner 16
- 17. Private and confidential. Do not share without permission. “ I think it's something where LegalZoom being aware of that ugh, that agita, if nothing else, that stress and the way to make it easier, you know? On people. Russ, Small Business Owner 17
- 18. Private and confidential. Do not share without permission. Mary Customer Advocate 18
- 19. Private and confidential. Do not share without permission. “ Gathering information about, you know, where the customer is. What their next plans or steps are, what their goals are for the business, if they’re full time or part time then trying to find how our products can be solutions for whatever their stumbling blocks are. Mary, Customer Advocate 19
- 20. Private and confidential. Do not share without permission. Roger Senior Tax Advisor 20
- 21. Private and confidential. Do not share without permission. “ “Most times [the customers] don’t understand. They think they had the consultation, but they just had the consultation with LegalZoom. It’s hit or miss. Every case is different.” Roger, Tax Advisor 21
- 22. Private and confidential. Do not share without permission. Houston, we have a problem. 22| Localogy
- 23. Learn about customer needs and challenges 23 Customer Observation Identify Needs & Challenges
- 24. Private and confidential. Do not share without permission. 24 Key Moments Stages Key Moments
- 25. Private and confidential. Do not share without permission. 25| Localogy The Small Business Owner Journey An Alternate Plan Testing the Waters Making It Official
- 26. Private and confidential. Do not share without permission. 26| Localogy The Small Business Owner Journey An Alternate Plan Testing the Waters Making It Official Juggling & Struggling
- 27. Private and confidential. Do not share without permission. OPPORTUNITY Provide logical anticipation of their next step but also emotional support in the face of ambiguity. 27| Localogy
- 28. Shifting from business lifecycles to customer journeys 28 Customer Observation Idea Idea Idea Idea Identify Needs & Challenges Prioritize Opportunities
- 29. Private and confidential. Do not share without permission. High Impact Low Integration High Impact High Integration Low Impact Low Integration Low Impact High Integration 29| Localogy
- 30. Private and confidential. Do not share without permission. 30 High IntegrationLow Integration High Customer Impact Low Customer Impact Start off on the right foot Developing the SBO We’re all in it together SBO feedback on progress Shared view status Shared view of formation binder Taking care of year 1 Share learnings of an SBOs business Customer triggers for addressable need Joint progression of SBO knowledge Connected, but separate Satisfaction measurement Single view of details SBO as a whole person Understand and serve the customer’s needs Walk through services and next steps | Localogy
- 31. Private and confidential. Do not share without permission. The initial pilot 31| Localogy 3-4 agents will: • Set the tone • Provide guidance & solutions • Connect to and run point with partners • Nurture relationships, start ”the conversation” • Be an advocate for customers • Inform the business about SBO needs
- 32. Private and confidential. Do not share without permission. In the weeds 32| Localogy • 2 ½ months of “figuring it out” • Explain the value of it • Personalize and customize the conversations • Create the “platform”
- 33. Private and confidential. Do not share without permission. You. Are. Good! I truly applaud you for this. Really and truly. And can't tell you how grateful we are that we have you in our lives. You actually LISTENED. You weren't like, yeah, we can't it's not in the manual. Lol. Emily B Onboarded Customer 33| Localogy
- 34. Private and confidential. Do not share without permission. Things are looking good 34 Satisfaction Ops Efficiency Bill-Thru Sales 11pt 5% $ $45k Increase in NPS score for customers who received an onboarding call Decrease in orders requiring customer outreach for problems Increase in bill-thru rate on RA subscription Cross-sell and up-sells per month | Localogy ↑
- 35. Private and confidential. Do not share without permission. How do we scale this without creating havoc? 35| Localogy
- 36. Private and confidential. Do not share without permission. Refine and scale | Localogy 36 Walk thru subscriptions and billing cycles Introduce app and My Account Determine where it makes sense to introduce partners Identify appropriate onboarding experience for a customer
- 37. Private and confidential. Do not share without permission. Identifying the best candidates • top performers • adaptable • empathetic • active listeners | Localogy 37
- 38. Private and confidential. Do not share without permission.| Localogy 38 Customer Observation Identify Needs and Challenges Map and Prioritize Test
- 39. Private and confidential. Do not share without permission. 39| Localogy
- 40. Thank you