A customer support lead told me our onboarding flow was 'like a maze with no cheese' and it stung.

We got this feedback about six months ago from a lead at a mid-sized company in Tampa. They were trying to connect their CRM to our platform and got stuck on the third step. The exact quote was, 'It feels like a maze with no cheese, just dead ends.' Ouch. I realized we'd built the process for us, not for them, assuming everyone had our internal knowledge. We completely reworked it, cutting the initial setup from 8 steps to 4 and adding a clear 'next action' button on every screen. The drop-off rate in that first stage dropped by almost 40% in the first month. It was a simple fix, but we were too close to see the problem. Has anyone else had a piece of blunt feedback that led to a major process change?

3 comments

3 Comments

kai_webb917d ago

But sometimes the cheese is just for the engineers.

viola_lopez307d ago

That maze comment hits home, and @kai_webb91 is right, we often forget the cheese is for the mouse, not the maze builder.

ross.lily7d ago

Wait, what if the mouse BUILT the maze? @kai_webb91 That's the real twist. Then the cheese is a prize AND a tool.