#16: From customer autonomy to training

In this edition of #NewThingsInCustomerEducation, we discuss how to guide your customers to be more autonomous, why it's important and how you can improve onboarding with customer training.

Best Reads of the week

⌗1. Remco de Vries, VP of Marketing at inSided, shares tips on making SaaS customers more autonomous and why it’s important. (Source: ESG blog)

What is it about: Create a self-service environment for the customers or in other words, offer them the ‘means’ through FAQs, knowledge bases and community.

This leads to increased retention, product adoption and growth. Plus your customers will be happier even as your costs will go down.

What we learned after reading the piece: Greater customer autonomy doesn’t mean CSMs will become redundant. Instead, they’ll be able to focus on more proactive tasks and build stronger relationships with both customers and internal stakeholders.

With customers having more control over their experience, it also means giving CSMs more control over their own role. Giving them more time for long-term strategic thinking and eliminating reactive tasks.

Our thoughts: Customers crave autonomy. Want an example?
Think of two companies - one that lets you start a free trial with a demo account and another that makes you set up a meeting with an associate to get you started.

Which company do you think most people in this day and age prefer?

And there you have your answer. Give more freedom to the user, let them figure out what works best for them and you can be a catalyst.


⌗2. Gourav Sinha, Global Product Marketing Leader at Adobe, discusses customer training. (Source: Elearning Industry)

What is it about: Training is the key in helping customers implement new applications and achieve rapid results. It simplifies onboarding, increases retention, builds the buzz and decreases support costs.

One can improve onboarding with a Learning Management System (LMS) to deliver continuous product education and streamline customer onboarding.

To make your training deployment successful, first understand customer’s needs. Then make a strategy around the scope, reward and motives. Next, deploy both formal and informal training. Lastly, implemet automation on top of the self-paced learning material but don’t forget to track success.

What we learned after reading the piece: Investing in a well-thought customer enablement program gives organizations a competitive edge. Not only will it create brand ambassadors but it will also improve the product and the bottom line.

That's why forward-thinking companies from CISCO to Microsoft have developed training programs to help retain customers and build a loyal brand following.

Our thoughts: We have done 15 editions of #NewThingsInCustomerEducation and by now you will be aware about our views on customer education, training and giving more resources to the customers. The big tech has caught on to the CEd trend. We are worried that the guys without the data will miss out.
Will that be one of you?

Hope you enjoyed reading this edition of #NewThingsInCustomerEducation

Until next time,