For over a century, the Awareness-Interest-Desire-Action (AIDA) theory has been used to illustrate the customer buying process. More recently, it has been proposed that the buying process can actually extend beyond "action" to include "satisfaction." Onboarding is an integral part of customer satisfaction, and there are several ways to do it. Traditionally, manufacturers have provided user manuals with products to shipboard customers. More recently, the client onboarding process has included using knowledge databases, one-on-one training programs, and even detailed YouTube "how-to" videos. While these strategies are effective in their own way, they don't necessarily help improve customer satisfaction. This is especially true for mobile audiences, as form factors present serious challenges to successfully executing onboarding. Bite-sized learning, or microlearning as it is sometimes called, is emerging as a viable and effective form of customer onboarding, especially among mobile users.
What is a bite-sized study? Bite-sized learning isn't exactly a new concept and has been around in various forms for years. It is essentially the use of short and targeted study material rather than an exhaustive curriculum. Typical study material here is between 3 and 6 minutes in length, and the goal here is to improve memory and minimize learner concentration. Does it work? A study published in the Journal of Applied Psychology found that bite-size learning industry mailing list nearly 17% higher than traditional methods. Also found it to be 30% cheaper and provide twice the ROI. Impact on Onboarding Design First, there are two key differences in the way onboarding is done through bite-sized learning. Traditional onboarding courses (in the form of welcome packs or face-to-face meetings) have multiple learning objectives from each material. Bite-sized learning focuses on enabling clients to learn only one thing from the course. More importantly, there are effects on the structure. According to Professor Michael Kerres, head of the Duisburg Learning Lab, traditional induction courses have a "time drama structure" in their curriculum. He refers to the structure that includes the introduction, description, course exercises, and conclusion. The bite-sized onboarding removes all that and gets right to the point.
This brings other advantages to the process. Onboarding courses can now be personalised to the needs of clients, and these learning packages can be repurposed to build other custom longer courses as needed. Traditional onboarding materials may not be repurposed flexibly. Implement a bite-sized onboarding method Due to the ubiquity of smartphones, bite-sized learning has grown in popularity lately. However, this entry medium is not necessarily limited to mobile phones. Below are some examples and case studies on how small-scale learning can be implemented. In-app messages One of the most effective ways to teach introductory lessons to your customers is while they are using your product. With contextual in-app messaging, businesses can ensure customers are viewing courses specific to the activity they are performing. A study published by the Canadian Centre for Science and Education found significant differences in the impact of contextual learning compared to structured courses. Apptentive gives you the exact tools you need to deliver in-app introductory courses to your customers.