Definition
The structured process of getting a new customer set up, oriented, and using a product or service successfully. Directly tied to retention — bad onboarding produces churn before the relationship starts.
Why it matters
Onboarding is where an owner either cements a new relationship or loses it before any real value is delivered, since a confusing or slow start is often the moment a customer quietly decides not to come back. Getting it right protects the money already spent to win that customer and sets the tone for reviews and referrals. The common trap is treating onboarding as a one-time scramble handled differently by whoever's free, rather than a repeatable process — so the experience swings on who happens to answer, and problems only surface once the customer has already churned.