The Customer Education Playbook

Deliver maximum value to customers and clients with this blueprint to customer success  In The Customer Education Playbook: How Leading Companies Engage, Convert, and Retain Customers, customer learning experts Barry Kelly and Daniel Quick explain how teaching customers to best engage with your products and services is the key to converting them from prospects to loyal advocates of your brand.   In this book, you’ll examine how to define success for your customer, create a customer education development plan, and pursue customer success and revenue metrics. You’ll also:  Learn why you should prioritize customer learning and invest in customer training and education  Discover how to create a detailed customer success and retention plan that emphasizes delivered value  Determine how to implement a learning strategy that maximizes and scales lifetime customer value  Perfect for founders, executives, managers, and practitioners at companies of all kinds, The Customer Education Playbook is especially practical for SaaS company executives seeking to extract and provide maximum value from their customers over the long haul.

Introduction vii Chapter 1 How Customer Education Transforms Prospects to Champions 1 Chapter 2 Customer Education as a Catalyst for Business Growth 7 Chapter 3 Step 1: Maximize Impact by Aligning Customer Education to Business Goals 19 Chapter 4 Step 2: Motivate Customers by Curating Their Path to Awesome 39 Chapter 5 Step 3: Personalize Learning by Focusing on What Your Customers Need to Know 51 Chapter 6 Step 4: Execute Your Strategy Flawlessly with a Development Plan 63 Chapter 7 Step 5: Video or Course? Choosing the Right Content Format for the Job 77 Chapter 8 Step 6: Make Content Engaging and Efficient for the Busy Customer 95 Chapter 9 Step 7: Who Trains the Trainers? Transforming Your Team into Experts 111 Chapter 10 Step 8: Design Learning Experiences That Lead to Behavioral Change 127 Chapter 11 Step 9: Make Sure Your Customers Consume Your Content 141 Chapter 12 Step 10: Did It Work? Measuring the Success of Your Content 157 Chapter 13 Step 11: Actionable Strategies to Improve Your Content 171 Chapter 14 Step 12: Demonstrate the ROI of Customer Education 187 Chapter 15 Your Roadmap to High-Performance Customer Education 199 Chapter 16 Looking Ahead: The Future of Customer Education 209 Acknowledgments 217 About the Authors 221 Index 223