To deliver winning customer outcomes at scale, you need to improve product adoption, reduce customer churn, and drive account expansions with best-in-class predictive insights and prescriptive guidance. This blog is for you if you believe in providing value and think that customer success is more of a calling than just a job.
In this article, we explain how to provide trusted, top-rated customer success with a detailed customer education program that can help clients besides creating a fulfilling and positive experience for all customer-facing teams.
What Constitutes Customer Success?
Customer success professionals aim to ensure the successful resolution of customer issues through independent and efficient product or service usage. A successful demonstration of product usage and thoroughly educating the customer on how to use the product positively influences the customer’s lifecycle. So let’s dive deep to understand what constitutes the perfect customer education program and how it can help deliver customer success.
Customer Education Requires Foresight, Great Marketing, and Clear Communication
Successful customer education requires collaboration with marketing, product, sales, and support teams. It also necessitates good communication with everyone; customers and process teams alike.
Good communication involves repetition — keep this in mind while assisting your customers throughout their life cycles.
One way to think of marketing customer success today is a healthy mixture of expertise and education. For that, you need to:
- Talk to customers
- Find ways to help them
- Foresee bottlenecks or obstacles in the customer lifecycle
- Be helpful, engaging, and entertaining
- Create a two-way conversation
A Successful Customer Education Program Needs Three Inputs
(1) Good Customer Data and Intelligence Inputs: Customer Golden Record, Customer Health Score, Data regarding Customer Segments.
(2) Inputs from your Product and Customer Success Teams: These can be statistics and data regarding Product Usage, User Behavior, and Team performance.
(3) A Healthy Dose of Predictive Intelligence: These can be data regarding Churn Risk, Expansion Opportunities, and Revenue Forecast.
A good customer program can be delivered through customer case studies, articles and blogs, videos and recorded screen capture, and webinars, depending on your business goals, demographics, geographics, buyer behavior, purchase history, and more.
The outcomes should be focused on enhancing your customers’ knowledge about your product or service to help them achieve value faster and better scale user growth.
10 Steps to Create a Successful Customer Education Programme
Thoroughly analyze your customer portfolio
Create an ideal customer profile
Create a learning curve with customized learning plans
Create a flexible learning program that has everything you need to quickly set up, launch, and scale your customer education programs and courses
Set accurate customer expectations
Build a customer success map
Deliver solutions that immediately resolve customer’s lingering problems
Create a robust knowledge base — it helps your customers and employees
Close the loop by collecting customer feedback and working on it
Identify any potential learning gaps and close them with follow-up consultation
Let’s look at these steps to create a valuable customer education program a little more closely.
Creating A Customer Profile
Thoroughly analyze your customer portfolio, and build your customer intelligence data through a unified 360-degree perspective. Determine customer profitability and growth potential. Segment customers. Determine the outcomes customers realized. Identify the causes for churn, and segment your churned customers. Identify the reasons for churn and where in the customer journey it’s caused. Analyze commonalities within various customer groups and focus on driving a shared value or reaching a common goal.
Creating A Customer Journey Map
Discovering your customers’ goals and determining their starting points is the only way to create effective customer education programs. Next, define all the intermediate goals, the tasks to complete/problems to solve, and the inputs required for your customers’ transformation.
Create A Learning Curve With Customized Learning Plans
Take stock of your customer’s objectives, and see if your brand can fulfill them. If yes, you should align your business, departmental, and team goals to your customer’s goals.
Deliver Your Promise To Customers
To take your customers to the top, you need a mix of education, training, and consulting services, besides a top-quality product and excellent service delivery systems.
As a brand, if you follow these eight steps, your customers will not have any chance to complain, for you will always meet their expectations.
8 Tips to Ensure Flawless Service Delivery
- Invest in employee training; empower employees with the right tools
- Multichannel support communicate with clients — have a solid strategy for social media
- Leverage Conversation Bots to keep your business online 24/7
- Automate your business processes
- Use thoughtful responses to reach out to customers
- Use Content Templates for faster messaging
- Leverage AI to reduce workload and improve efficiency
- Offer self-service support
Make sure to check out our blog, where you can learn more about how to ensure your brand always delivers to your customers’ expectations.
Create A Robust Knowledge Base
One of the most critical resources to improve support and deliver a better customer experience is the Knowledge Base embedded in the helpdesk software.
The knowledge base helps to establish your authority as an expert on any topic or information related to products/services. In addition, it serves as an information management system that assists in the onboarding of new customers as well as helps in their decision-making process.
A consolidated knowledge hub within your helpdesk reduces your agents’ turnaround time (TAT) and boosts team efficiency. In addition, the customer satisfaction scores soar as your agents give accurate suggestions in the shortest time.
You can read more about creating a good knowledge base in our blog.
Optimize Content Creation; Compile, Create and Distribute Resources
The best customer education strategies bring Sales, Marketing, and Services, teams together. Break down silos and encourage clear communication and information sharing. This should help you to Optimize the content creation process. Gather knowledge from multiple sources, vet them and offer value in your final content. Your content should support and help achieve desired outcomes.
Here’s a breakdown of the educational content you should offer your customers during various stages of their journey cycle.
Content should be helpful for the customer during the following stages:
The Awareness Stage is when the customer becomes aware of their pain/problem. At this stage, you want to offer prescriptive guidance to your customer, akin to hand-holding them and prepping them at the beginning of the journey lifecycle.
Suitable content for Awareness Stage could be Playbooks, Demonstrations, Successful Task Completion, Performance Data of various business processes, Data from Touchpoints, and Customer Experience optimization efforts.
The Consideration Stage is when the customer becomes aware of a solution to their problem. Again, the answer could be in various forms — the customer has to choose what is right. Then, you must nudge the customer in the right direction to make the right decision.
Suitable content for the consideration stage could be Playbooks, Brand Campaigns or Customer Education Drives, Customer Surveys, or Customized Alerts at various points of the journey lifecycle. This is where the customer sometimes signs up for the trial offers.
The Decision Stage is when the customer becomes aware of all the solution providers to his existing problem. The customer is aware of their desired outcome and is trying to decide who is the best solution provider. This is the stage where the customer’s trial period has ended, and now they have to choose a brand’s subscription that gives them value. This is also the crucial period when customer churn happens. The effort for customer success teams at this stage should be customer retention and account expansion.
Suitable content for the decision stage could be freebies, bonus content, free training, product utilization, and customer success camps.
Engagement is Key to Successful Customer Education
Whatever your Customer Education strategy, you must ensure you give your customers all the information they may require before they sign in and become users. No customers are users from the start. You need to engage them meaningfully, promise them value, and convert them into users of your product. It would help if you kept your customer education strategy fresh and engaging without hampering their schedule. Give your customers all the information they need and watch them fall in love with your brand.
Establish Two-way Interaction
Interacting in today’s increasingly connected work environment is easier than ever, but achieving productive, value-creating collaboration is not. Interactions between your customer and internal teams can be for various reasons like complex decision making, dealing with uncertain situations, and innovative solution meets where you identify areas to innovate your product or service for your customers—question and answer sessions. The purpose of these interactions is to share information, coordinate actions, crowdsource ideas, and help in the complex decision-making for customers, besides creating awareness of any new information and concerns and questions addressed.
Let ThinkOwl Take Your Customer Success Teams Higher!
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You and your team will receive product and sales-specific support, both comprehensive and professional. Leverage your business’ potential with ThinkOwl! Sign up today for a 30-day free trial.