b'SECTION 05 CREATE A WELCOMING ENVIRONMENTCreate aOnboarding welcomingThese two goals should not be in opposition. A well-designed onboarding process can generate a lot of useful data about members without alienating them. This is the process weve put into place to meet these needs: environment 01. Invite: Members are invited by email.02. Enrich: Integrate any existing data on members - whether from CRM, loyalty, or other transactional or product data. 03. Profile: Take new community members through a recruitment survey. This has to be brief. A maximum of 15 questions. (which is why pre-existing First impressions matter, and the recruitment and thedata from the enrich stage is so important) Profiling confirms relevant onboarding process for your insight community needsdemographics but also establish the core data for the next stage. to full two distinct goals.04. Segment: Based on the data from stages 2 and 3, you can assign members to pre-defined customer (and potential customer) segments. You can also First, it needs to be a welcoming, engaging and user-friendly environment for members.automatically assign new members to these segments. If sign-up is difficult, or too long, your new members are far less likely to become active05. Sample: You can now use the segments to sample community members and engaged.for specific tasks and research projects - for instance, if youve defined a Second, it needs to collect as much useful data as possible on members as quickly assegment of non-customers who are warm to your brand, you can test possible. The more you know about each of the people who use your Insight Community,potential new features or bundles on them to see which ones are most the easier it will be to place them correctly into customer segments and give themappealing. relevant and useful research tasks. This process is built to generate the maximum useful data on each member at rst pass, while causing them the minimum hassle as they enter the Insight Community. 33 | INSIGHT COMMUNITIES 2023 34 | INSIGHT COMMUNITIES 2023'