If you’re providing any form of documentation, training, “how-to” guides, or PDFs—then the answer is yes. You are educating your customers. But the key question is:
Are You Educating Your Customers Effectively?
After attending an inspiring session at HubSpot’s GROW Europe event this month, it became clear that successful Customer Education should be more than just delivering information. The steps outlined below are summarised from the session and highlight how to approach your Customer Education strategy to enhance the customer experience and drive long-term value.
Step 1: Define Your Education Goals
Ask yourself: What do you want to achieve through customer education? Your objectives will shape how you design your programme. Some potential goals might include:
- Reducing Onboarding Time: Streamline processes so customers can get up to speed faster.
- Encouraging Product Usage: Help customers discover new features and maximise product value.
- Increasing Adoption and Engagement: Keep customers active and enthusiastic.
- Gathering Reviews: Education drives customer satisfaction, leading to valuable feedback and reviews.
- Improving Implementation Quality: Help customers succeed with best practices and tailored guidance.
Step 2: Build a Strategy That’s Cohesive and Scalable
Successful customer education requires a structured approach. Make sure your strategy is:
- Cohesive: Ensure all materials are aligned and support the same learning objectives.
- Quality-Driven: Keep content high-quality to ensure clarity and effectiveness.
- Consistent: Update content regularly and deliver it consistently.
- Scalable: Think about how you plan to maintain and update content.
- Impactful: Focus on strategies that make a difference, such as hands-on training or interactive sessions.
Step 3: Mature Your Strategy – Think Beyond Onboarding
While initial training is important, don’t stop there. Ask yourself how well you really know your customers with questions like: What time to they have? Where are they learning? How well do they know their own business?
- How can I create ongoing value beyond using your tool/product?
- Can I provide industry-leading content that goes beyond product use?
- What resources can we provide that would turn customers into advocates for the brand?
Customer education should drive more than just product knowledge—it should position your business as a trusted resource and industry leader. With a strong education strategy, you’re not only retaining customers but building a loyal community that sees you as a partner in their success.
At RevQore, we recently invested in a Training and Enablement tool designed to help our customers manage change and drive CRM adoption. The tool provides in-app training and guidance, enabling commercial teams to access the information they need directly within their workflow. It’s like having a guided selling assistant, reinforcing processes and ensuring critical information is always up to date at the click of a button.
If you’re curious about how this could benefit your team or want to learn more about our approach, feel free to reach out or drop your thoughts in the comments.
Let’s explore how we can educate our customers in the ways that resonate most with them.
