How a digital Customer Academy improves Customer Success metrics

customer retention customer success customer training customer academy

Brands have been using the power of customer self-service to reduce costs and speed up processes for quite some time now: we just need to think of Ikea, petrol stations or self-service checkouts at the supermarket. In general, such solutions allow companies to save money while making the customer happy because they can do what they need to do without waiting or stressing.

According to Techopedia, customer self-service is defined as a “process that facilitates users support via processes and methods that don’t require the assistance of a customer support representative. This means self-service support allows users to find solutions themselves, and can be done by making available a knowledge base, a customer academy, a customer community, or other type of solutions, to the customer.

In addition to the obvious cost reduction that self-service support can represent, there are plenty of extra benefits to investing in a self-service Customer Academy.


Quick access to get the job done

A self-service learning portal allows for faster access to information and solutions at any given time. Anyone — and remember this can be a customer, a partner or an employee — can get instant answers to their queries. This promotes a sense of independence and speeds up your customer’s time to value. Many people would rather solve problems themselves than having to speak on the phone with someone or sending an email: studies have shown that more than 40% of clients prefer self-service options, and 90% quote “speed” as the most fundamental aspect in an interaction with a company that is sparked by a need to solve a problem.


Increasing your customers’ success with your product

Nothing improves all the right customer success metrics like your customers being successful when using your product. And how do you achieve this? By offering both product and skills training in your customer academy. This can start at the perfect onboarding and continue throughout your customers’ entire lifetime. And if you do this right, it’s bound to be long lifetime. Here’s an article about the courses you need for great customer onboarding.


Get ahead of the need

If you know what the most frequent help queries are, you can proactively tackle your clients’ biggest problems and show them how to solve them before they need your intervention. We can guarantee your team will thank you if they can stop handling the same cases over and over again! Even if some people still want to get in touch, your support reps can direct them to engaging content — and this is as quick as sending them a hyperlink — effectively educating them on how they can single-handedly solve their issue the next time.


Global 24/7 Access

A self-help platform never sleeps. It’ll be there for your customers regardless of their location, time-zone and device. In other words, you will be there for customers whenever they need it, wherever they are.


Make low touch can feel like high touch

There are a few techniques to make low touch feel like high touch but there are three key things you need if you want to make this work: video, automation and regular communication. You can use your training platform - by itself or integrating with other platforms you use - to achieve this.
Video will help make your training and communication more personal – by using presenters and human voices (regardless of the mix of video styles you use besides that).
Automation will go a long way in making your customers feel you are there every step of the way. By making your communications regular and automated, following logical steps or based on specific triggers, you will be keeping a closer relationship with your customers, while not adding too much work for your team.


Doubling as an Internal tool

Your Customer Academy can also be an internal tool that will effectively reduce the time needed to onboard and train a new customer care team member. When you choose to share your onboarding courses online, any new agent can easily access that content 24/7. All your learning content will be centralised. You remove the need for facilitators and any employee can find the information they need when they need it the most.


All of these benefits of having a Customer Academy will have an amazing direct impact on your customer success metrics. As you read, you probably identified them all, right?
In summary, having an online self-service customer academy can impact both customer satisfaction, lifetime, time-to-value and resolution, etc. as well as internal metrics related to your Customer Support team: effectiveness, number of incoming tickets, and cost. What’s more, they’ll be able to spend less time on repetitive tasks that don't add much value and focus on actual customer success instead.

In conclusion, if you want to climb aboard the self-service train — and we highly recommend you do! —, investing in an online self-service customer training platform is an effective way to harness the power of technology and the internet to give your clients the ability to solve their own issues, while empowering your customer care teams with more time to add true value to your customers.


Start improving your metrics and making low touch feel like high touch in the onboarding stage. Click here to download "The big eBook of Customer Onboarding".

How to create the perfect Customer Onboarding Training Programme


You may also find interesting:

Why include video training in your planning for next fiscal year (article)
7 steps to set up Customer Training (guide)
Stop churn: Why customer education is key to success (article)
12 tips to choose the right training platform (article)
5 reasons customer leave and 5 tips to prevent it (article)
Online Video Training ROI Calculator (Calculator)

Would you like to learn more about how bugle can help you offer great customer training? 
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Writen by João Pedro Magalhães
06-Feb-2020 08:45:00

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