August 22, 2020 Last updated August 22nd, 2020 1,711 Reads share

How Customer Education is Changing Success Criteria for Product-led Companies

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Having a concern after purchasing a product and getting it resolved gives any customer a big high. It makes them trust the product, the company, and, most importantly, the customer success professionals involved.  

Keeping your customers as the central focus is essential for any organization. It not only helps you grow but also creates a wonderful relationship that can lead to customer retention and prevent customer churn. Companies are now realizing that the game is not over with the sale. In fact, that is where the war begins.  

According to a Customer Success Report, product adoption is the number one challenge. That can be conquered if you have the right customer education strategy.  

Companies must make sure customers derive value from their offerings as promised to ensure mutual success and growth. To ensure that value is derived, it is vital to make sure you are educating your customers well-enough about the company, product, usage, features, niche expertise, unique aspects, technical information, and more.   

Customers need to know about the specific niche to understand and derive the best possible user adoption techniques. When customers are aware enough about the service or product, chances of retention increase, they make better decisions. They are better able to make use of the product in a wholesome manner.  

What Is Customer Success?

Customer success can be defined as when customers achieve their desired results because of or through the engagement or interactions with your company. The concept is highly transformative, and there are multiple preconceived notions about customer success.  

Managing relations with the customer after the purchase needs to be aimed at improving overall lifetime value. The process of providing solutions to customers to proactively add value to their success is what customer success is all about.  

What is the point of taking an SEO tool subscription when you are unaware of the basics of marketing? 

Customer Education involves three main components for product-led companies:  

  • Product knowledge  
  • Competency  
  • Query handling  

Coming back to the SEO tool example, the customer needs to be educated on the product knowledge- features that set it apart, how to check scores, what do different icons signify, etc. through able customer success teams.  

The customer also needs to develop the competency to use the product without any support. Once any queries arise, the customer can contact customer success teams who will handle concerns.  

Top 3 Key Aspects of Customer Success 

Customer Onboarding  

Customer onboarding is essential for customer success. From the initial engagement, installation, product, or service walkthrough, to usage and engagement, customer needs to be supported. The level of installation or setup may vary but it exists in every organisation. Discussing product information, explainers, and other information can help the customer make a decision.   

Knowledge and Information  

When we purchase a product, we want to know all about it, right. That is exactly what knowledge enablement is all about– equipping the customer with the required knowledge to use the solution, service, or product in the best manner possible. The right knowledge and information will reduce the ‘buyer’s regret’ that most customers face and enable them to understand the product for its unique selling points or USP. 

Continuous Support  

Customer satisfaction requires ongoing support and help from the companyCustomers like personalization with their engagement. If that’s not possible, live agents, chat support, phone support, or FAQ section should be able to answer their queries and questions. The most successful companies connect with their customers proactively and not only when there is a pain point. The aim and intention are to nurture them and train them to be masters at the product.   

3 Important Ways Customer Education Can Impact Product Companies

All B2B SaaS businesses, like HubspotSmartKarrot, or even Slack, base themselves on two things in common: transparency and competency.  

When a product is created, as the creator, you know its immense benefits and features. Making sure your customer understands product worth and uses all the objectives possible is important.  

Better Customer Onboarding  

Customer onboarding, which is critical for customer success, will be a highly effective process when your customer education is on point. Adequate training and educational activities can establish a substantial value that will work in the long term. And great onboarding leads to increased product usage and reduced churn.  

Improved Customer Engagement  

The right resources mean more engagement. Think of it like binge-watching on Netflix, more time, more engagement. Creating a customer education program will help customers stay aware of the latest product updates, features, and capabilities.  

Reduced Support Tickets  

Isn’t your customer success or customer support team is asked the same questions? We know why. If customers receive an active customer education program, the burden reduces. You can address issues via quality content, videos, reading material, and use a chatbot if needed. Human effort reduces to a great extent, and one can see fewer tickets.  

Final Take 

Strategically creating a customer education program can help product companies reduce risks of churn, improve customer retention, and increase customer satisfaction.  While there is a lot of information available online, you should be at the forefront in providing information to your customers to enable effective long-term engagement  

Creating a comprehensive customer education program if you are a product company can be your most significant investment, not only in terms of product adoption but also, customer satisfaction.  

Jyothi Tulasi

Jyothi Tulasi

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