#17: From strategic customer conversations to CEd and community

In this edition of #NewThingsInCustomerEducation, we discuss how to have more strategic customer conversations and how to excel at customer education & community.

Best Reads of the week

⌗1. Bob London, CEO at Chief Listening Officers, shares how to have more strategic customer conversations. (Source: Churnzero blog)

What is it about: While the infographic is pretty short, it’s packed with knowledge. First it says that it’s not about the day to day, it’s about THEM plus it shouldn’t ever feel like a survey. That’s why it is called Strategic Customer Converstion (in that order).
The piece also gives you 9 open-ended questions you can try and ask your customers and 12 tips for listening between the lines.
It further divides questions into their company, them and your company.

What we learned: One question that particularly caught my eye was “If I gave you a magic wand, what problem would you make disappear first?”.
The most important takeaway was to remember why we are doing this, that is to add value by uncovering and understanding what customers aren’t saying.

Our thoughts: To provide value it is important to know what the customer wants. More importantly know what the customer desires. Because in the words of Henry Ford “If I asked people what they wanted they would have just asked for faster horses”.

Best listens of the week

⌗1. Sumeru Chaterjee, Founder at CustomerEducation.org, talks. (Source: Learning science weekly podcast)

What is it about: Sumeru ‘Sumo‘ chaterjee describes how he feels that customer education is sort of a philosophy, that companies that are growing, that are modern, that are digital are adopting.
The example he gave was of the IKEA manual for building furniture. People have spent hours agonizing over them. Yet, they're one of the most effective ways of educating customers on how to build amazing things like beds and drawers and couches, things that they never thought they could do.
It doesn't have gamification. But it's a really powerful methodology or way for people to learn how to become successful using IKEA products.
The reason for this example was that customer education is everyone's job. But what customer education professionals specialize in, is in building the frameworks and the methodology and the language that anybody at the company who interacts with a customer can use to make sure customers become more successful.

What we learned: The line that struck a cord with me was “Educating is everyone's job. And the more educated your customers become about the problem that they're trying to solve, the more they will consider you as the right solution.“
‘Sumo‘ suggested two books at the end Building brand communities by Carrie Jones & Charles Vogl for community and Made to stick by Dan & Chip Heath for B2C.

Our thoughts: This was one of the most engaging podcast episodes i heard. I have nothing more to add to Sumo’s thoughts.
So please go and check it out.


Hope you enjoyed reading this edition of #NewThingsInCustomerEducation

Until next time,

Rishabh