Customer Onboarding: Human-Led vs. In-App

In the world of SaaS, customer onboarding can be a make-or-break factor for user retention and satisfaction. There's an ongoing debate between adopting human-led onboarding or relying on in-app solutions to guide customers. Let’s see how both approaches can complement each other.

?? 1. The myth of the perfectly intuitive product

One of the biggest misconceptions in onboarding is the belief that a product can be designed so intuitively that users don’t need human assistance. While product teams strive to create seamless experiences, the reality is that not every user will engage with or understand even the most well-designed features in the same way. Adult learners vary in how they absorb information, and relying solely on pop-ups or guides often falls short of ensuring full adoption.

Key takeaway: Even the most intuitive design won’t eliminate the need for some level of human guidance. Different users require different pathways—whether it’s one-to-one sessions, academies/learning centers, or in-app prompts—to truly grasp and use the product effectively.

?? 2. Why in-app onboarding alone isn’t enough

In-app onboarding can be an excellent tool for driving feature usage and increasing activation. However, many companies make the mistake of assuming that this approach will solve all onboarding challenges. In reality, in-app solutions only work when they’re highly targeted and relevant to the user’s specific needs. A generic tour or pop-up often fails to tie back to the user’s goals, which is where the approach starts to break down.

Key takeaway: In-app onboarding works best when combined with human-led guidance. While automated prompts can provide quick tips, they cannot fully replace the personalized advice and strategic insights that onboarding teams offer.

?? 3. Understanding leadership’s role in onboarding decisions

Often, leadership or engineering teams push for a completely in-app approach, believing that a perfectly designed product eliminates the need for onboarding teams. This mindset can stem from a reluctance to acknowledge that their product isn’t as intuitive as they hoped. However, removing onboarding teams without a robust in-app alternative tends to overwhelm support teams with questions, ultimately harming the customer experience.

Key takeaway: Leadership must strike a balance. While aiming for intuitive product design is essential, they must recognize that onboarding is a process that involves continuous learning and support, not just a one-time design fix.

?? 4. The importance of human touch in onboarding

There is a common belief that product-led growth models eliminate the need for human touch in onboarding. While these models are efficient for some aspects of user acquisition and activation, they still require human-led components to ensure long-term success. Enterprise customers, in particular, often expect hands-on support, even when they’re comfortable with the product itself.

Key takeaway: For more complex products, especially those targeting larger customers, the human touch in onboarding becomes even more critical. Personalized support can build trust and ensure that customers achieve their desired outcomes.

?? 5. Maintaining and evolving in-app onboarding

One of the challenges of relying on in-app onboarding is that it requires constant maintenance. Product features evolve, user goals shift, and new issues arise—making it crucial to continuously update in-app guides, prompts, and training materials. Relying solely on in-app onboarding without regular updates leads to outdated information and frustrated users.

Key takeaway: In-app onboarding should not be a “set it and forget it” solution. It requires ongoing revisions and optimizations to keep pace with product developments and customer feedback.

?? 6. How human and in-app onboarding work together

The most effective onboarding strategies integrate both human-led and in-app components. In-app tools can handle the repetitive, instructional aspects of onboarding, such as guiding users through features. Meanwhile, onboarding teams can focus on more strategic conversations, helping users align product usage with their business goals.

Key takeaway: Combining human-led and in-app onboarding not only ensures users get the help they need but also provides valuable insights into how products can be improved for future customers.

?? 7. Scaling onboarding without losing the human element

As companies grow, scaling onboarding becomes a challenge. It’s tempting to look for ways to reduce headcount by relying more heavily on in-app solutions. However, rather than eliminating onboarding teams, the focus should be on making them more efficient. By offloading basic tasks to in-app tools, onboarding teams can dedicate more time to strategic guidance and higher-value activities.

Key takeaway: In-app onboarding should complement—not replace—human onboarding teams. By striking a balance, companies can scale effectively without sacrificing the personalized support that customers often need.

?? Conclusion

While it’s tempting to dream of a future where all onboarding is automated, the reality is that products—and the people who use them—are complex. A well-designed in-app experience can handle certain aspects of onboarding, but it will never fully replace the need for human support. The most successful companies are those that find ways to integrate both approaches, ensuring that customers not only know how to use the product but also achieve the goals they signed up for in the first place.

In the end, onboarding is not just about learning to use a product—it’s about setting the customer up for long-term success.

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Check out Qurioos : Turn every user into a product expert ??. We transform your onboarding and activation into polished personalized experiences that drive adoption faster than ever.

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See you at the next one,

Akis ??