The Customer Education Playbook
How Leading Companies Engage, Convert, and Retain Customers
1. Edition May 2022
240 Pages, Hardcover
Wiley & Sons Ltd
Further versions
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.
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
Barry Kelly is Co-founder and CEO of Thought Industries, a world leading B2B customer training platform and developer of the world's first cloud Learning Business Platform. His company has worked with hundreds of clients to improve their customer training and increase customer engagement and retention.
