Case Study: Customer Onboarding

# A digital marketing agency struggles with creating an efficient and effective customer on-boarding process.

A digital marketing agency struggles to create an efficient customer on-boarding process.

Imagine That is a full-service digital marketing agency offering a wide range of digital marketing and web development solutions for their clients. When Jeff and I started the business in 2008, we utilized whatever free software tools we could find to run the business. 

For client onboarding, including meetings, phone calls, proposals, and contracts, we used standard office suite applications to manage the process. This worked fine initially, but as the company grew, and its products and services became more numerous and sophisticated, the current onboarding process wasn't cutting it. It became time-intensive, complicated, and arduous, often taking hours or weeks. Pricing information and deliverables were all kept in multiple documents and continuously revised. Over the years, inconsistent pricing and deliverables were a common challenge. Often meetings with prospects were long and unproductive or commonly turned into multiple sessions, resulting in lost time and productivity.

This was hard enough for Jeff and I to manage, but almost impossible for new hires to understand and decipher. We knew a more efficient and effective onboarding process was needed, one that would create greater onboarding efficiencies and optimize prospect conversions.


The Solution

We implemented Systems and Design Thinking methodologies to understand the current process thoroughly and to design a pleasing user experience for clients. Also, best-of-class, cloud-based automated workflow solutions were researched that would best meet company needs. Over time, an optimized onboarding process was created that achieved the following:

  • Minimized redundant prospect communications
  • Created a highly effective client vetting processes
  • Moved all products and pricing into a centralized cloud database
  • Time to develop proposals and contracts was cut by 75%
  • The ability to train team members efficiently and successfully
  • And most importantly, it maximized client acquisition

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By analyzing the current situation, and implementing best practices in problem-solving, we were able to make a dramatic improvement to one of the most critical aspects of company operations, ultimately playing a crucial role in the growth of the company.

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Tom-pic.jpgTom Fellner
Bryt•Idea Consulting
Denver Colorado