Three Ways To Invest In Your Customers Through Education

Kindergarten Cop (1990)
Directed by Ivan Reitman
Shown: Arnold Schwarzenegger (as Detective John Kimble)
SHARE
THIS



In this guest post, Marketo’s director of customer success, Mike Handes (pictured below), argues all the technology in the world’s not much point if your customers don’t know how to use it. And, he adds, the answer’s a pretty simple one…

If I’ve learnt nothing else in my career, it’s that customers who are skilled at using your software are a low risk of switching to a competitive solution.

0191669

This is the most obvious benefit of having educated customers, but there are also additional benefits. The individuals who have built a strong skill set around your software become your internal and external champions, and this can have a benefit to new business opportunities.

The converse also applies. If the skill level is low in your customers, the risk of attrition is ever present and may only take a single user to depart for your customer to make the switch to your competitor. In the world of cloud solutions the perception of simple switching from one vendor to another is real, even if the actual reality of changing vendor is more complex.

This may be well understood, but it’s one thing to want customer success, and another to actively invest in it. 

Education is a major component of proactively investing in your customer’s success. By encouraging customer education, organisations have the opportunity grow their own success in the long term, including increasing customer retention.

There are three distinct ways to ensure that your education program empowers your customers, leading to both their success and ultimately, your company’s too. 

  1. View education as continuous and long-term

Education and certification are continuous processes. Even if your customers have completed a set of courses and earned a certificate, their learning shouldn’t and hasn’t come to an end. In this way, education should not end with learnings around a product’s features and functionality, but rather concentrate on how these products can be used to excel in their roles and reach – or exceed – their goals. 

In fact, it is important to acknowledge that customers do not simply want to learn how to use a platform to tick a box. Rather, customers use platforms and go through education to maintain and grow their own skills. Just like in a career, where employees don’t wish to remain in the same positions forever, customers use education to provide them with extra experience to grow in their respective organisations and fields.

Therefore, to ensure that customers are constantly at the top of their game in terms of the latest trends and techniques, businesses need to consistently update their education programs to provide ways for customers to expand and grow their knowledge.

By helping your customers expand their knowledge in many directions, you will help them to better adapt to your product and advance their careers. 

  1. Ensure your education program is customer-focused

Throughout the development and enhancement process of an education program, it is imperative to ensure that your program is designed around the customer and their needs. This means that businesses need to be careful not to make the mistake of creating courses based on how they think someone should use their product. Businesses need to shape their programs to reflect the customer’s needs, and how they plan to leverage the tools provided to them.

To create a customer-focused education program, it is necessary that customers are provided with: 

·       Courses that immerse them in the most utilised functionality and common use cases.

·       Training that includes hands-on exercises that reinforce concepts, and gives them experience with all aspects of a topic from start to finish.

·       Certification that ensures they know how to apply their knowledge in the context of day-to-day scenarios and activities.

·       The opportunity to extend certification by showing proficiency in a specialised area.

Organisations need to be sure to continually revise their programs to accommodate dynamic customer needs. Questions such as, ‘what new skills are my customers eager to learn?’ and ‘in what new ways are they making use of the product?’ need to be asked to prevent education being thought of as a ‘set-it-and-forget-it’ program 

  1. Encourage adoption of educational technology

Using your products to their fullest potential makes your customers more reliant on and excited about your technology. By guiding customers to make the most effective use of the features they regularly use as well as exposing them to new areas of value, organisations will be able to set the foundation for higher levels of adoption and success. This will result in a positive outcome for both the company and its customers. 

By continually presenting customers with options for educational technology throughout the customer lifecycle, organisations will transform themselves as symbols of support, fostering better relationships with their customers in the long-term. This investment in constant engagement will lead to greater customer retention, as well as increasing the chance of customer acquisition.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]