Transform Your Customer Journey with a One-of-a-Kind Onboarding Experience

Business

By Dominic Hodgson

magine standing in line at a theme park, the sun beating down, children growing restless and the promise of a thrilling ride seemingly hours away. Now, picture that same line transformed into an adventure of its own, where every step brings a new discovery, a game to play or a magical interaction.

This is the essence of Disney’s “linertainment” concept—a process that turns waiting into an engaging experience to keep guests entertained and immersed while significantly reducing the perceived wait time. But the magic of linertainment isn’t limited to theme parks…

Other industries have adopted similar strategies to enhance their customer experience from the very first interaction. For example, Singapore’s award-winning Changi Airport has turned the entire terminal into a destination in itself, including a butterfly garden, movie theater and even a swimming pool. In Terminal Four, a 200+ ft. Immersive Wall showcases panoramic clips of Singapore’s skyline, creating a calming atmosphere for passengers waiting in security lines.

Even in the digital realm companies are finding innovative ways to entertain customers during typically mundane processes. Fashion and beauty brands use AR technology to let customers virtually “try-on” products. E-commerce giants like Amazon and Alibaba have popularized live shopping events, where influencers showcase products in real-time, allowing customers to ask questions and make purchases directly from the stream.

By thinking about the customer from the very first interaction—whether it’s waiting in line, killing time in a terminal or browsing a website—these businesses demonstrate that they value their customers’ time and experience. They understand that every moment counts, and by providing entertaining and engaging experiences from the get-go, they foster a sense of care and thoughtfulness that resonates with customers.

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When customers are happy, engaged and feel well-cared-form they are more open to exploring higher-priced services such as premium boarding options, personalized training sessions or spa treatments for their pets.

For pet boarding and daycare businesses, this mindset can be equally transformative. The onboarding experience shouldn’t just be about paperwork, sorting out a payment method or showing clients around; it’s an opportunity to make a lasting first impression, create a positive association with your brand and set the tone for a long-term relationship.

So how can you bring the magic of linertainment into your customer onboarding process? The key is to think creatively about every interaction as a chance to delight and impress both pets and their owners.

Before we dive into specific strategies, let’s consider why a well-crafted onboarding process is crucial for pet care businesses. Here are a few key benefits:

Reassures the Customer.

The onboarding process is a critical moment to reassure pet owners that they have made the right choice. An effective onboarding process makes pet owners feel comfortable and confident, and it provides reassurance that their furry friends are in good hands.

Creates a “Wow-Factor” Experience.

Onboarding is also a prime opportunity to create a “wow-factor” experience that can fuel word-of-mouth and referrals. A memorable onboarding process—one filled with engaging activities, personalized interactions and unexpected delights—can turn satisfied customers into brand ambassadors. They’re more likely to share their positive experience with friends, family and on social media, driving organic growth for the business.

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Increases Upselling and Cross-Selling Opportunities.

An engaging onboarding experience can also make it easier to upsell or cross-sell additional services. When customers are happy, engaged and feel well-cared-for, they are more open to exploring higher-priced services, such as premium boarding options, personalized training sessions or spa treatments for their pets.

Reduces Anxiety for Pets and Owners.

A well-thought-out onboarding process can ease the anxiety of both pets and their owners. You may have looked after thousands of dogs, but sending their dog to daycare for the first time is a big deal for a dog owner who has never done this before. The onboarding process can transform a potentially stressful experience into a pleasant and memorable one.

vector illustration of a lady with her hands on her face saying WOW!

The more you invest in making their welcome a “WOW factor” experience, the more likely they are to tell their dog-owning friends about the amazing new boarding or daycare facility they have discovered.

Builds Long-Term Relationships.

As pet care providers, we are really in the “repeat sales” business, as clients who come on board and stay have a huge LTV (lifetime value). A great onboarding experience fosters loyalty, encourages repeat visits, and creates a strong emotional connection between the customer and the business.

Now, let’s get to how you can create that experience. The following is a three-step onboarding roadmap that you can implement to enhance your new customer journey:

1. Maintain Consistent Communication with Clients.

When they are new, curious and not sure what service they need, prospects should see case studies and testimonials that reassure them about your services. A lead magnet and a series of emails that talks to them about their struggles is a great way to “warm up” prospects.

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This detail “customer centric” approach not only reassures clients and reduces anxiety, but also creates opportunities for upselling, fosters long-term relationships and encourages word-of-mouth referrals.

2. Host Interactive Tours and Meet-and-Greets.

Create a fun and engaging tour of your facility that includes interactive elements like a scent space, treat stations, play areas and surprise meet-and-greets with staff, who can do live demonstrations of the activities you provide for the dogs in your care. We are in the dog business, but people buy people, and this touchpoint with staff will go a long way to sealing the deal.

3. Provide Personalized Welcome Packs.

Welcome packs tailored to the pet’s needs, complete with branded toys, treats, and information that’s both informative and entertaining, provide a meaningful touchpoint that serves as reminder of your outstanding services even after clients have returned home. Don’t skimp on the cost of an onboarding pack; this is an investment in the relationship with the client. The more you invest in making their welcome a “wow-factor” experience, the more likely they are to tell their dog-owning friends about the amazing new boarding or daycare facility they have discovered.

This detailed “customer-centric” approach not only reassures clients and reduces anxiety, but also creates opportunities for upselling, fosters long-term relationships and encourages word-of-mouth referrals. The key is to think creatively and consider every interaction as a chance to delight and impress both pets and their owners.

So, how will you reinvent your onboarding process to make it an unforgettable experience for your furry guests and their owners?

Dom Hodgson is Europe’s leading pet business coach, and is known as the Pet Biz Wiz. His mission is to help pet service providers create superior customer service systems that enable them to build an impactful and profitable pet business. Dom has written over nine books, and is a much in-demand speaker. You can instantly download a free copy of his latest book “How to Disnify Your Doggy Daycare Business” by going to www.petbusinessmarketing.com/daycaremagic

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