The Fulfill Funnel
Deliver a remarkable customer experience
The Fulfill Funnel
Immediately after leads make their first purchase, they enter your Fullfill funnel. This phase is your opportunity to deliver a remarkable post-purchase experience, reinforcing a customer’s decision to stick with your brand. Priority number one for onboarding new customers should be to encourage them to take advantage of any free resources and services you provide to ease them into your product.
To illustrate this, let’s follow your hypothetical new customer Monica through the Fulfill phase of the customer lifecycle. Below is a side-by-side view of what each step of the process looks like in Ontraport and what Monica sees on her end.
What your leads see
When we last left her, your new lead Monica had purchased your entry-level tripwire product - limited access to your membership site. As a direct result, she’s landed in your Fulfill funnel to be strategically onboarded and educated on your product.
What you see
A “Product is Purchased” trigger element in your Fullfill funnel adds Monica to your Fulfill campaign map immediately following her first purchase.
What your leads see
Monica’s first touchpoint on your Fulfill campaign is your product delivery email. She opens it to confirm her purchase and claim her login credentials to access your membership site. Eager to view the content, she wastes no time logging in.
What you see
Monica advances to the “Update Contact” element on your map. This element grants her membership access to your digital product. Next she advances to the “Send an Email” element which delivers her unique username and password for access to your digital product, generated by Ontraport automatically.
What your leads see
Though not an immediate touchpoint as it isn’t digitally delivered, Monica receives a welcome package delivered to her doorstep just a few days after her payment goes through. Sparks are flying.
What you see
Monica’s next stop on your map is a “Send to Fulfillment List” element. This enables you to send her a welcome package as a new customer. The fulfillment list is automatically sent to your fulfillment house for shipping.
What your leads see
A few moments have passed since Monica received your product delivery email. Her phone rings. It’s a welcome call from you. She asks a few general questions. Your diligence impresses her on all fronts.
Next a “Task” is triggered to have your salesperson perform a welcome call. This sends an action prompt to a designated person on your team after which they mark the task complete and select the outcome of the call.
What Your Leads See
Over the next couple of days, Monica puts the tips and information you’ve given her via the welcome call to good use. She logs in to your site again and again to get her money’s worth.
What you see
Your Fulfill campaign map forks based on the outcome of the welcome call. A successful call, like the one with Monica, pushes her down the left fork and onto a “Wait” element after which she’ll be sent a follow-up onboarding email. Had Monica been unreachable, your task outcome settings would have led her down the right fork on the map. There, she would have received an onboarding email and been diverted back to the map’s original path.
What your leads see
At this point, Monica is by no means surprised to find a follow-up onboarding email in her inbox. The email contains tips on how to get the most out of your product, and she applies them right away. Is there anything your business hasn’t thought of? Monica doesn’t think so.
What you see
A day passes and Monica arrives at the second “Send an Email” element on your Fulfill funnel map: an onboarding email with links to helpful resources on how to use your product.
What your leads see
Dedicated though she may be, Monica doesn’t have all day to spend digging through your educational materials. One last email from you, highlighting resources such as access to your Facebook community and customer support contact information, is more than enough to push her confidence in your product.
What you see
After another three-day gap, Monica lands on your final “Send an Email” element: her final onboarding email.
What your leads see
Monica completes her journey from prospect to lead to customer. Her onboarding process was smooth and streamlined and, as a result, she felt supported and empowered. She won’t be jumping ship anytime soon.
What you see
Behind the scenes, Monica moves to the final step of your Fulfill campaign: the “Add to Campaign” step, whereafter she’s dropped into your Delight funnel. There, you’ll fortify your relationship with her by introducing her to additional products, events, and services that interest her and encourage further interaction with your brand.
Next: The Delight Funnel