This session was presented at the LOCALOGY ENGAGE 19 event in Washington, D.C., June 3-4, 2019.

1. Customer-Centered Onboarding
Localogy, June 2019

2. Private and confidential. Do not share without permission. 2| Localogy
Hello Localogy!
Amy Haupl
VP, Experience Strategy & Research
Maryanne Lee
Director, Experience Strategy

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We shine a light on the areas of life
that intersect with the law, guide
people down the path to a
resolution, and empower them to
walk away from every interaction
with us armed with new knowledge.
3| Localogy

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How we got here
4
Expand
3
We created an independent
attorney network for people to
get personalized legal advice.
2010
Launch
2
We launched the business with
10 web-based products. Word
begins to spread.
2001
Opportunity
1999
1
Our founders help their parents
with their estate plans and
realize that the Internet is the
perfect tool to make legal help
more accessible.
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201920162015
654
Transform AgainGlobalizationScale
Offering deeper level of
services aligned to the
customer’s journey.
In the UK, we begin operating
as a full-fledged law firm.
We reach 3.6 million customers
and gain wide recognition for
providing professional,
accessible, quality legal help.
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Our success
6
+1m
+500k
4min
We’ve started over 1
million businesses
Number of attorney
consultation requests
since launch
Every 4 minutes someone
completes their Last Will
with LegalZoom
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LegalZoom’s journey to 3.6 million customers
Making It Official
1999 - 2017

8. All SBOs, even non-first timers, face barriers to success
with over one third failing by second year
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Proactively support small business success
Making It Official Juggling & Struggling
2018 - Present1999 - 2017



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Growing with our customers
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Day 1
Day 45
Day 1001

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What they say.
What’s the deeper
meaning?
What it means for our
products.
Learning from experience

12. Shifting from business lifecycles to customer journeys
12
Customer Observation

13. Shifting from business lifecycles to customer journeys
13
Customer Observation Identify Needs & Challenges

14. Shifting from business lifecycles to customer journeys
14
Customer Observation
Idea
Idea
Idea
Idea
Identify Needs & Challenges Prioritize Opportunities

15. Learn directly from your customers
15
Customer Observation

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Russ Small Business Owner
16

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“
I think it's something where LegalZoom being
aware of that ugh, that agita, if nothing else,
that stress and the way to make it easier, you
know? On people.
Russ, Small Business Owner
17

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Mary Customer Advocate
18

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“
Gathering information about, you know, where
the customer is.
What their next plans or steps are, what their
goals are for the business, if they’re full time or
part time then trying to find how our products
can be solutions for whatever their stumbling
blocks are.
Mary, Customer Advocate
19

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Roger Senior Tax Advisor
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“
“Most times [the customers] don’t understand.
They think they had the consultation, but they just
had the consultation with LegalZoom. It’s hit or
miss. Every case is different.”
Roger, Tax Advisor
21

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Houston, we have a
problem.
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23. Learn about customer needs and challenges
23
Customer Observation Identify Needs & Challenges

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Key Moments
Stages
Key Moments

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The Small Business Owner Journey
An
Alternate
Plan
Testing
the
Waters
Making It Official
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

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The Small Business Owner Journey
An
Alternate
Plan
Testing
the
Waters
Making It Official Juggling & Struggling



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OPPORTUNITY
Provide logical anticipation of their
next step but also emotional
support in the face of ambiguity.
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28. Shifting from business lifecycles to customer journeys
28
Customer Observation
Idea
Idea
Idea
Idea
Identify Needs & Challenges Prioritize Opportunities

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High Impact
Low Integration
High Impact
High Integration
Low Impact
Low Integration
Low Impact
High Integration
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High IntegrationLow Integration
High Customer Impact
Low Customer Impact
Start off on the right foot
Developing the SBO
We’re all in it together
SBO feedback on
progress
Shared view status
Shared view of
formation binder
Taking care of year 1
Share learnings of an
SBOs business
Customer triggers for
addressable need
Joint progression of SBO
knowledge
Connected, but separate
Satisfaction measurement
Single view of details
SBO as a whole person
Understand and serve
the customer’s needs
Walk through services
and next steps
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The initial pilot
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3-4 agents will:
• Set the tone
• Provide guidance & solutions
• Connect to and run point with partners
• Nurture relationships, start ”the conversation”
• Be an advocate for customers
• Inform the business about SBO needs

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In the weeds
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• 2 ½ months of “figuring it out”
• Explain the value of it
• Personalize and customize the conversations
• Create the “platform”

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You. Are. Good! I truly applaud you
for this. Really and truly. And can't
tell you how grateful we are that we
have you in our lives. You actually
LISTENED. You weren't like, yeah, we
can't it's not in the manual. Lol.
Emily B
Onboarded Customer
33| Localogy

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Things are looking good
34
Satisfaction Ops Efficiency Bill-Thru Sales
11pt 5% $ $45k
Increase in NPS score
for customers who
received an
onboarding call
Decrease in orders
requiring customer
outreach for problems
Increase in bill-thru
rate on RA
subscription
Cross-sell and
up-sells per month
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↑

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How do we scale
this without
creating havoc?
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Refine and scale
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Walk thru
subscriptions and
billing cycles
Introduce app and
My Account
Determine where it
makes sense to
introduce partners
Identify appropriate
onboarding
experience for a
customer

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Identifying the best candidates
• top performers
• adaptable
• empathetic
• active listeners
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Customer
Observation
Identify Needs
and
Challenges
Map and
Prioritize
Test

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40. Thank you