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Prove’s Brad Rosenfeld Explains the New Customer Onboarding Process on Fast Company

Kaushal Ls
June 6, 2024

The role of the Chief Marketing Officer (CMO) is undergoing a profound transformation. No longer confined to top-of-funnel engagement and brand awareness, CMOs are now leading efforts to shape the entire customer experience journey. But what does this mean for customer onboarding? Prove’s CMO, Brad Rosenfeld, recently explored this in a detailed article in Fast Company.

In the article, Rosenfeld explains that, traditionally, customer onboarding has been treated as a functional process, and has been overseen by product and engineering teams. However, a noticeable shift is underway as the diverse skill set of CMOs is being leveraged to deliver an onboarding experience that guides customers from their first touch. As he explains, onboarding is more than just utility—it's branding in action.

Why CMOs Are Perfectly Positioned for Onboarding Leadership


According to Rosenfeld, CMOs bring a skill set that lends itself to the entire customer journey, including digital onboarding. This skill set gives them a vantage point from which they can optimize an experience that supports customer needs and provides their own organization with an efficient, organized approach. It includes: 

  • Customer Acquisition and Growth: CMOs are masters of engagement, crafting strategies to convert prospects into loyal customers. By extending their ownership to the onboarding process, CMOs can create a seamless journey from awareness to engagement, reducing churn and fostering immediate engagement.
  • Brand Experience: The onboarding process is a golden opportunity to craft a positive brand experience. CMOs, as chief storytellers, can infuse the onboarding journey with the brand's values, authenticity, and unique benefits, creating an emotional connection with customers right from the start.
  • Customer Custodians: Embracing their newfound role as custodians of the onboarding experience, CMOs add value to their organizations and champion customer delight. By prioritizing a customer-first approach, CMOs elevate the onboarding journey from utility to an unforgettable experience.

The article details a step-by-step process for developing an effective onboarding process, and it includes: 

  • Formulate a clear vision for the onboarding process.
  • Collaborate closely with cross-departmental teams.
  • Ensure user safety with effective identity verification software.
  • Continuously assess and gauge performance.
  • Apply A/B testing to optimize user experience.

As CMOs embrace their expanded role in customer onboarding, they're not just welcoming customers—they're laying the foundation for a lasting relationship built on trust and exceptional experiences. After all, in today's digital age, onboarding isn't just about utility—it's about crafting unforgettable moments that keep customers coming back for more. 

We encourage you to read Rosenfeld’s article on Fast Company.

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