Customer education refers to a company’s role in providing consumers with the information, skills, and abilities needed to become an expert user. Its aim is to guide your customers through your product from their initial interaction to continued usage with the end goal being to increase adoption, reduce friction, and strengthen retention.
When launching a new product or service, your team is 100 percent into it and knows every detail. They worked on it for several weeks, months, maybe even years. And now your customers are about to start using it, and they know very little to nothing about it. That is where customer education gets relevant. You have to ensure to educate your customers about the products and services you are providing them. Make them experts in using it and do not assume they have the knowledge your team has.
Why Customer Education is important
A research by MIT Sloan suggests effort to enhance customer knowledge is tied directly to trust in the product. When coupled with a positive attitude and outgoing personality from the educating employee, the results are magnified even more. And thanks to emerging technologies, better access to resources, and increased awareness of its significance, Customer Education gained even more importance.
Advantages of Customer Education
- Demonstrates how to best use your product: it gives your customers the tools to know all features of your product and when and how to use them. Also, it offers best practice advice on how to be successful with your product.
- Empowers your support team to have higher-impact conversations with customers: support questions are often related to the same topics, which is why many businesses have a FAQ section on their websites. Those questions can easily be integrated in your Customer Education program, which frees up your support team’s time to have more impactful discussions with your customers.
- Increases customer satisfaction: more education leads to more knowledge. More knowledge leads to a more confident use of your product or service. Thus, your customers are more successful and more satisfied with your business.
- Strengthens your brand: satisfied customers are more likely to recommend your product to others or write glowing reviews. This positive word of mouth about your business can make you a go-to business in your industry.
- Helps your business to scale: with a specific Customer Education program more customers can learn about your product efficiently. As we already learned better education leads to more success, which results in faster growth of your business.
4 Tips for Customer Education
When you look at how to practically implement education, it’s important to understand who your customers are. One of the best customer-education companies is Apple, and over the past decade, they’ve released a handful of completely new products. Things nobody had ever seen before; what was their key to success? Customer Education.
Apple offers dozens of different workshops and programs – some paid and some free – to help individuals learn about the features and capabilities of their products. As a result, they’re able to attract a large segment of people they wouldn’t have connected with otherwise. Here are three tips to help you implement a solid customer education program:
- Start with the customer. Before you can dream up a strategy, you must understand your customer. What are their strengths? What do they lack? Why are they looking to buy your product? It’s only after uncovering these facts that you can begin to effectively educate them.
- Invest in content. Content is king. Developing a content-rich blog and intuitive website can help you inform consumers.
- Become hands-on. Learn to implement hands-on features that show people the benefits of using the product or service. Consumers enjoy being able to touch and feel, and will resonate better with your offering.
- Use different tools. Every customers wants to be treated individually. You can use different tools of Customers Education, depending on whether your customers prefer 1-on-1 support, or whether they like to read and educate themselves. Examples for tools are a company blog, in-app guides, in-app messaging, email, support documents, product walk-throughs, or support chats.