#22: From academy to CEd programs

In this edition of #NewThingsInCustomerEducation, we talk about when you should think of an academy, how to go about it, and the need for a customer education program in 2021

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Best Listens of the week

⌗1. Iuliia Shnai, Founder at Marble, shares how to go about building an academy around your SaaS. (Source: #NewthingsinCustomerEducation)

What is it about: Iuliia answers three questions how she has seen CEd evolve, when should you think of an academy and some advice for someone trying to set up an academy.

What we learned : Iuliia points out that it’s much easier to track benefits of customer education programs because there are analytics for everything. On top of this the barrier to entry is relatively small since you can make education materials from Canva in seconds.

She also pointed out that we should think of training in the context of customer journey, how it gels with other programs and what we are trying to get out of it.

Our thoughts: Academy is great for self-paced learning. Almost all mature companies like Hubspot or Salesforce have one. But we are also seeing relatively new SaaS invest in this area.
Our two cents- Think what you are trying to achieve. Setting up an academy takes time (though we can help with that). If you are unsure about the objectives you shouldn’t jump into making one.

Best Reads of the week

⌗1. Barry Kelly, CEO at Thought Industries, talks about customer education programs in 2021. (Source: Enterprise talks)

What is it about: In this interview Barry touched upon a lot of things going on in the landscape.

What we learned : Here are the important pointers-

  • 97% people attribute revenue gains to Customer Education

  • Monetisation of CEd programs- subscription models, credits, fee-based custom engagements or paid certification programs

  • CEd programs can automate and scale a lot of the “wash, rinse, repeat” work of customer onboarding and day-to-day support

  • 41% people consider CEd as a key strategy to combat churn

    (Numbers from Barry’s 2021 State of CEd survey)

Our thoughts: Since most of you are from the CEd space in some shape or form, we don’t need to convince you of the benefits of a CEd program.

What we can tell you is the amount of excitement and interest this space is generating among the circles. There are more job openings in the space, more money being raised by LMS platforms and more C-suite roles being created to lead the same.

This is just getting started.


Hope you enjoyed reading this edition of #NewThingsInCustomerEducation

Until next time,

Rishabh