For many companies, the most successful customers with the highest LTV are the ones who are educated -- not just about product features, but about key workflows, best practices, and maturity in the broader industry. Yet many customer success programs don't invest in ongoing, scalable education programs; it is often an ad hoc CSM activity that leaves tremendous value on the table.
Customer Success teams who make a true investment in Customer Education will see an impact in the way their team's tribal knowledge scales out to have an impact on Sales, Marketing, and even Product. We will walk through the different possible components of a Customer Education program and how they can complement one another.
We’ll also discuss some of the tools and platforms that will be essential to your “Customer Education stack” and how you may want to prioritize your investments.
As a case study, we will discuss Optimizely's Customer Education program: Optiverse, which includes a self-serve and facilitated Academy program, Knowledge Base, Community, Certification, Trainings, and even in-product education.
In this highly interactive session, you'll learn:
- What are the components of Customer Education?
- What is the business case for Customer Education?
- What are the KPIs within Customer Success, Sales, Marketing, and Product that an Education program can drive?
- Why does it make sense to pull these together instead of making them separate properties? What are the tradeoffs for doing so?
- What systems should you be using to enable a Customer Education program?
- What types of content should you focus on to achieve better LTV and marketing attribution? What types of content affect your customer contact rate or headcount ratios?
- How do you work with other teams in the organization to align efforts?
