Standard Operating Procedure: Customer Onboarding for Wedding Secrets

Purpose

The purpose of this SOP is to establish a structured and repeatable process for onboarding customers who subscribe to Wedding Secrets, an Insider Planning Hub for wedding planning. This ensures a seamless experience from initial contact through account setup, needs assessment, and ongoing engagement, ultimately driving customer satisfaction and retention.

Scope

This SOP applies to all new customers who sign up for Wedding Secrets services via [WEBSITE_URL]. It covers the onboarding process from initial contact to the 90-day post-onboarding check-in, including communication protocols, handoff procedures, and escalation paths.

Definitions

• Customer: Any individual or couple who subscribes to Wedding Secrets services.
• Account Setup: The process of creating a personalized customer profile, including preferences, budget, and wedding details.
• Kickoff Meeting: The initial consultation to align on goals, expectations, and next steps.
• Delivery Team: The team responsible for providing planning tools, resources, and support after onboarding.
• Escalation: The process of addressing customer concerns or issues that cannot be resolved at the initial point of contact.

Responsibilities

RACI Matrix

Procedures

1. Initial Contact and Welcome Sequence

Steps:

1. Trigger: Customer signs up via [WEBSITE_URL] or expresses interest through inquiry.
2. Sales Team sends a personalized welcome email within 24 hours, including:
   - Introduction to Wedding Secrets.
   - Overview of services and benefits.
   - Link to schedule a kickoff meeting ([CALENDAR_LINK]).
3. Sales Team follows up with a phone call within 48 hours to confirm receipt of the email and answer initial questions.

Tools:

• Email automation platform (e.g., Mailchimp, HubSpot).
• CRM system (e.g., Salesforce, Zoho CRM).

Metrics:

• Welcome email open rate: Target 80%.
• Phone call connection rate: Target 70%.

2. Needs Assessment Process

Steps:

1. Sales Team conducts a 30-minute discovery call to gather:
   - Wedding date, location, and theme.
   - Budget range (e.g., $10,000-$50,000).
   - Top priorities (e.g., venue, catering, photography).
   - Pain points (e.g., vendor selection, cost management).
2. Sales Team documents findings in the CRM and shares with the Delivery Team.

Tools:

• CRM system for documentation.
• Needs assessment template ([LINK_TO_TEMPLATE]).

Metrics:

• Completion rate of needs assessment: Target 95%.
• Customer satisfaction score post-call: Target 4.5/5.

3. Account Setup Procedures

Steps:

1. Delivery Team creates a personalized customer profile in the planning hub, including:
   - Wedding details (date, location, theme).
   - Budget breakdown.
   - Vendor preferences.
   - Access credentials for the planning hub.
2. Delivery Team sends an account activation email within 48 hours of the needs assessment.

Tools:

• Planning hub software (e.g., Aisle Planner, HoneyBook).
• Secure password management tool (e.g., LastPass).

Metrics:

• Account activation rate: Target 90%.
• Profile accuracy: Target 100%.

4. Kickoff Meeting Agenda Template

Agenda:

1. Welcome and introductions.
2. Review of customer profile and needs assessment.
3. Overview of planning hub features and tools.
4. Discussion of immediate next steps (e.g., vendor shortlist, budget optimization).
5. Q&A session.
6. Confirm communication preferences and cadence.

Tools:

• Video conferencing platform (e.g., Zoom, Google Meet).
• Kickoff meeting checklist ([LINK_TO_CHECKLIST]).

Metrics:

• Meeting attendance rate: Target 95%.
• Customer satisfaction score post-meeting: Target 4.5/5.

5. Expectations Setting

Steps:

1. Delivery Team provides a detailed onboarding guide, including:
   - Timeline for deliverables (e.g., vendor recommendations within 7 days).
   - Communication protocols (e.g., response time within 24 hours).
   - Escalation process for urgent issues.
2. Delivery Team confirms understanding and agreement during the kickoff meeting.

Tools:

• Onboarding guide ([LINK_TO_GUIDE]).
• Digital signature tool (e.g., DocuSign).

Metrics:

• Guide acknowledgment rate: Target 100%.
• Customer understanding score: Target 4.5/5.

6. Communication Cadence

Steps:

1. Weekly email updates summarizing progress and next steps.
2. Monthly check-in calls to address questions and provide updates.
3. Real-time chat support available during business hours ([EMAIL], [PHONE]).

Tools:

• Email platform for updates.
• Chat support software (e.g., Intercom, Zendesk).

Metrics:

• Email engagement rate: Target 75%.
• Monthly call attendance rate: Target 90%.

7. Handoff Procedures Between Sales and Delivery

Steps:

1. Sales Team schedules an internal handoff meeting with the Delivery Team within 24 hours of the needs assessment.
2. Sales Team shares:
   - CRM notes.
   - Customer profile.
   - Key priorities and pain points.
3. Delivery Team confirms receipt and readiness to proceed.

Tools:

• CRM system for documentation.
• Internal communication platform (e.g., Slack, Microsoft Teams).

Metrics:

• Handoff completion rate: Target 100%.
• Delivery Team readiness score: Target 4.5/5.

8. 30/60/90-Day Check-in Framework

Steps:

1. 30-Day Check-in:
   - Review initial progress (e.g., vendor shortlist, budget optimization).
   - Address any concerns or questions.
2. 60-Day Check-in:
   - Evaluate ongoing tasks (e.g., vendor bookings, timeline adjustments).
   - Confirm satisfaction with services.
3. 90-Day Check-in:
   - Discuss final preparations and next steps.
   - Collect feedback for continuous improvement.

Tools:

• Check-in templates ([LINK_TO_TEMPLATE]).
• Feedback survey tool (e.g., Typeform, SurveyMonkey).

Metrics:

• Check-in completion rate: Target 95%.
• Customer satisfaction score: Target 4.5/5.

9. Escalation Paths

Steps:

1. Customer submits an escalation request via email ([EMAIL]) or phone ([PHONE]).
2. Delivery Lead reviews the request within 24 hours and determines next steps.
3. If unresolved, escalate to the Operations Manager for resolution within 48 hours.

Tools:

• Escalation tracking system (e.g., Jira, Trello).

Metrics:

• Escalation resolution time: Target 48 hours.
• Customer satisfaction score post-escalation: Target 4.5/5.

Review Cadence

• Weekly review of onboarding metrics by the Delivery Lead.
• Monthly team meeting to discuss improvements to the onboarding process.
• Quarterly audit of onboarding procedures by the Operations Manager.

Success Metrics

• Customer retention rate: Target 90%.
• Average onboarding time: Target 7 days.
• Net Promoter Score (NPS): Target 8/10.

This SOP is tailored to the wedding planning niche and reflects industry-specific practices, tools, and customer expectations. It is ready for immediate implementation by [COMPANY_NAME].