Design a customer onboarding playbook that gets new customers to value FAST — not 'welcome to our product, here's a 12-step tour.'
PRODUCT: {what_you_sell + plan_tier}
CUSTOMER PROFILE: {ICP — role, company size, urgency}
CURRENT ONBOARDING (what happens day 1-30 today): {summarize}
WHAT 'ACTIVATION' OR 'FIRST VALUE' looks like: {a specific user action — e.g. 'sent 50 emails through us', 'imported team', 'shipped 1 invoice'}
MEDIAN TIME-TO-ACTIVATION today: {days_weeks}
KNOWN DROP-OFF POINTS: {where_customers_get_stuck}
WHAT CUSTOMERS WANT in week 1 (from your interviews): {pain_addressed_first}
TEAM CAPACITY for onboarding: {dedicated_CSM / self-serve_only / shared_CSM}
WHAT HAPPENS NOW when activation doesn't happen: {nothing / re-engagement_email / CSM_outreach}
DESIGN:
1. **The single 'activation moment'** — defined sharply. Not 'gets value' but a specific observable.
2. **First 7 days, day by day** — what happens, what's automated, what's manual, who owns.
3. **The 3 'must do by day 3' tasks** for the customer + the friction to remove from each.
4. **The 'we'll handle this for you' moves** — what you do as the vendor that customers don't have to figure out (e.g. setup call, data import, template setup).
5. **Drop-off detection** — what signals tell you a customer is going to stall by day 14.
6. **The 'rescue' playbook** — 2-3 outreach moves when activation hasn't happened by day X.
7. **What activation 'feels like' to the customer** — the email / in-app moment that says 'you've crossed it'.
8. **Measurement** — activation rate, time-to-activation, and the leading indicators that predict it.
No 'set up your profile + take the tour'. Specific, observable, customer-centric.0 copies·0 saves·3 views
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Sample output
Product: B2B SaaS — outreach platform for sales teams. Plan: $99/seat/mo. ICP: sales managers at 50-500 person companies. Current onboarding: signup, welcome email with help-center link, optional 30-min onboarding call. Activation = customer's team has sent 50 emails through us. Median time-to-activation: 14 days. Drop-off: 35% never connect their email, 25% never import contacts. Customers want week 1: to send their first cold sequence and see replies. Capacity: 1 CSM for first 90 days of every new customer. Now: automated re-engagement email at day 14.
1. The activation moment:
Customer has sent ≥ 50 emails through their connected mailbox AND received at least 1 reply.
Why this specific moment: replies = the loop closes. Customers who get a reply within 50 emails know it works. Customers who send 50 with zero replies likely have a list-quality or messaging problem we need to coach through.
2. First 7 days — day by day:
Day 0 (signup):
Parameters
Text generation parameters
FAQ
Activation isn't 'first login.' It's 'first time the customer experiences the value they paid for.' Define it sharply enough that a non-product team member could agree on whether it happened. The prompt targets Claude Sonnet and lives in the Marketing & Sales category on mycopyprompt.
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Day 1:
Day 2:
Day 3:
Day 4-5:
Day 6-7:
3. The 3 'must do by day 3' tasks + friction removal:
Task 1: Connect email mailbox.
Task 2: Import contacts.
Task 3: Build first sequence.
4. 'We'll handle this for you' moves:
5. Drop-off detection:
By day 7, a customer is likely to stall if:
By day 14, customer is likely to churn if:
6. The rescue playbook:
Day 7 — Friendly nudge: 'Hi [Name] — noticed your team hasn't started sending sequences yet. Want me to spend 20 min with you and your top 2 reps to get the first one out the door this week?'
Day 11 — Direct question: 'Hi [Name] — I want to be honest: most of our customers are sending their first sequence within 7 days, and yours hasn't started yet. Is there something blocking the team I should know about? If we're not the right fit, I'd rather know than have you not getting value.'
Day 14 — Exec save: For accounts > $1K MRR, my CEO sends a personal email: 'Hi [Name] — I see you signed up for [product] but the team hasn't sent yet. Can you spare 15 min? I want to understand what's not working so we can either fix it or part ways fairly.'
7. What activation feels like:
The moment they cross 50 emails sent + 1 reply, automation triggers:
In-app banner: 🎉 'Your first reply is in. Welcome to the active club.'
Email from CSM (warm, personal): 'Hey [Name] — saw the first reply came in on the [campaign]. The pattern I'm seeing in your data is that [insight]. Want to jump on for 15 min and talk about how to amplify what's working?'
This is the moment customer goes from 'evaluating' to 'committed.' Marketing should pay it real attention.
8. Measurement:
Top-line metric: 30-day activation rate = % of customers who hit 50 sent + 1 reply within 30 days.
Leading indicators (predict activation by day 7):
Lagging indicators (track to learn):
Cohort comparison: monthly cohort activation rate trended over 6 months. If trending down, the onboarding is breaking somewhere — investigate.
Critical sanity check: sometimes customers 'activate' but churn anyway. Track 90-day retention of activated customers. If 90% activate but only 60% retain at 6 months, activation is too easy a bar.