When it comes to customer education, most companies are still in reaction mode. They tend to respond to their customer requests, but they are not yet proactive in delivering a customer education strategy that is aligned with the most important goals of their business.
Moreover, historically speaking, not all businesses have been eager to invest in customer education. For a good while it remained unclear what was the economic benefit of providing customers with the product know-how they need to become more knowledgeable consumers. Behind this line of thinking was the fear that improving customers’ expertise might help build their critical thinking, foster more informed comparisons and even increase their likelihood of finding a different provider and switching to a competitor. But the most current research proves the exact opposite.
The truth is that customer education can have a multifaceted impact across your business. Think about it this way: customer education aims to help your customers become well-informed buyers of your products. Therefore, an expected result of your customer education initiatives is to have happy customers before they even buy your product – because they know exactly what to expect from it. If you build their knowledge before closing the sale, you will not only make their decision easier, you’re building up their product knowledge and pulling them in with your awesome service and knowledge sharing.
Why is customer education important for your marketing and sales KPIs?
1. Generate high quality leads
Your customer education tactics can include transforming your product in a coveted target. If you design a brand academy that requires people to log in when they sign up, you can grow your list of contacts with high-quality contact details. This will ease any follow-up actions and create a good baseline of interested prospects. A training academy can be the equivalent to an on-boarding process before the sale is closed. Also, if you think about it, if a lead is watching your courses and getting certified on your product, it shows a high level of interest.
2. Promote product knowledge
A customer education academy that educates your customers on your product can help foster demand, especially if you offer certification. An official stamp of approval that can be placed on a CV or shared on social media has hardly any cost to you, and it will go a long way in increasing the value offered by your product or service. With each share, you’re increasing your brand and product awareness and taking full advantage of the ripple effect social platforms facilitate. Your leads can become product advocates and peer influencers even before they become clients themselves. If you make an impact and deliver a memorable training experience, even if they don’t convert straight away, it is likely that they will remember you in the future.
3. Build trust
If your prospects are made fully aware of what to expect when they become customers, they will easily tick the “completely satisfied” box. Their on-boarding process will be smooth, simple and enjoyable. They will see you as both a service provider and as a trustworthy source of specialised knowledge.
4. Become an industry leader
Most industry leaders set themselves apart by offering certified training on their products, underlying technology, methodology, approach and other related areas. If you are sharing knowledge and delivering content, you will be driven to develop your expertise even more, and stand out as a top of mind brand.
5. Listen to your customers and prospects
You should have an open communication channel that facilitates formal and informal knowledge sharing. By allowing this communication to happen, you will foster a sense of community with your current and future clients, you will be able to collect invaluable feedback and engage them with new courses, updates, surveys, events, news… all wrapped around your beautiful and fully branded academy and made possible with a tool like the bugle video training and knowledge sharing platform.
6. Collect feedback and usage reports
With an open communication channel and all the tools in place, you can easily collect the data you need to help inform R&D decisions, feature prioritisation, user needs and more. You can also create specific polls and surveys to evaluate your training, product and your customers’ satisfaction.
7. Content distribution and repository
Your brand academy excels over any online library or shared folder: it allows for a consistent and enjoyable experience, available 24/7 from any device, and it is easily updated and customised. With the same content you can reach a huge amount of people around the world, easily increasing your brand academy’s ROI.
8. Cross department paradise
Your brand academy should continue to exist as an integral part of your relationship with your prospects after they become customers. It will also help your business on the customer success side, acting as an on-boarding aid, a 24/7 knowledge catalogue, and as an up-selling and cross-selling tool. Courses can be great enablement tools, showing current and new features, and act as retention and engagement solutions for clients who are lingering and threatening to leave.
All in all, a brand academy is a great solution that can target different challenges and whose impact will surely be seen across lines of business.
Are you ready to bugle on?