What does ‘onboarding’ refer to in service adoption?

Onboarding in the context of service adoption specifically refers to the process of integrating new users into a service and helping them become familiar with its features. This process is crucial because it sets the foundation for user engagement and satisfaction. Effective onboarding helps ensure that users understand how to navigate the service, utilize its features effectively, and get value from what is being offered.

Successful onboarding typically includes steps such as guided tutorials, informative resources, and support channels to assist users as they begin their journey with the service. By focusing on this integration and familiarization, the aim is to enhance user retention and promote long-term success with the service.

The other options represent different aspects of service management that do not directly relate to the integration process for new users. For instance, the launch of the service refers to its public introduction, discontinuing a service pertains to ceasing operations, and marketing strategies focus on promoting the service rather than integrating new users.