With an active customer education strategy, you inspire your customers with real added value and thus bind them to your brand in the long term. Ideally, your customers will become “fans” of your product or service.
Another advantage of customer education is that in B2B companies products that often require explanation can be made accessible through digital, fully automated onboarding. The independent acquisition of product details relieves the support team. When selling products from the B2B sector, it is important to create a quick sense of achievement and to support the customer during onboarding.
Individual areas of use can be presented and trained in a targeted manner through product training and customer education. Supplementary training, master classes or tutorials help customers to become real product professionals by giving them even deeper insights into its functionality. This creates trust and they feel comfortable with the brand and the product.
88% of customers say they will remain loyal to a product if induction and continuous training are offered.
Statistics show that companies across all industries achieve performance gains of 10% to 16% on key metrics in every segment of the customer lifecycle with the help of a targeted customer education strategy – starting with awareness creation, through the sales and decision-making process, onboarding, upselling and retention.
Communicate value propositions
Create opportunities to try things out
Accelerate decision-making processes
Bridging the time of waiting usefully
Reduce onboarding time
Optimize usability and increase value
Minimize support effort and maximize customer satisfaction
In addition to the increase in performance along the customer journey and the associated improved customer experience, the cost and turnover effects should not be neglected. After all, good customer training can lead to significantly higher turnover. The cost of acquiring a new customer is 5 to 25 times higher than the cost of retaining and growing an existing customer. An average formalised customer training programme leads to a 6.2 per cent increase in company turnover, a 7.4 per cent increase in customer retention and a 6.1 per cent reduction in support costs.
”It is very difficult to develop products for target groups. Very often people don't know what they want - until you show it to them.
Steve JobsFounder & former Apple CEO