Forms of customer education - part 1
Customer education is a process that empowers customers to make more informed choices and purchases. There are many customer education channels that you can use. Companies frequently use e-learning, virtual meetings, videos, manuals, seminars, web pages, blogs and phone support.
Some people think that customer education is the same thing as marketing. But there are notable differences. Marketing is explicitly and directly revenue-oriented. It stimulates sales by directly promoting the advantages and benefits of a specific product.
Customer education has a more general, indirect approach. You do not openly promote your brand. You deliver useful, educational content to your audience.
Of course, the bottom line of customer education is that it does generate demand and increase profit anyway. But its aim is much greater. It aims to build a loyal fanbase of product aficionados.
The aim is to create an army of power users than not only take advantage off all product/service features but act as beacons of the brand to others.
Smart business owners recognize the power of customer education in lead generation and business growth. In addition to building trust, it can also boost referral rates and customer satisfaction. So, let’s take a look at some proven ways you can use to deploy your customer education strategy.
Videos are a great way to establish a deeper connection with your audience and grow your customer base. Also, many people find video resources easier to follow and more helpful than text. You can use this medium to share stories of customers that are satisfied with your product. Customer stories are beneficial for two main reasons. First, they help reaffirm the benefits of your offer. More importantly, they teach people how to get the most out of your product.
Webinars allow you to educate your audience about your product and its usage in a visual, understandable way. They often feature prominent industry experts who share their knowledge and experience about a product. Also, when registering for attendance, people leave their name and address. This gives you an opportunity to create a mailing list for your lead gen efforts. In fact, some businesses build their email lists primarily through webinars. Webinars are well received by customers. This is because they provide educational benefit without the pressure of making a purchase.
Learning platforms are another powerful way to build in-house, or third-party, training material while you keep a close eye at all learning interactions of the users with your content. And if you combine all that learning analytics with a CRM, then you can generate meaningful insights into what people are interested to learn more about, or what are the users' pain points for which they need more explanations. It is by addressing those pain points and user worries that your company can achieve greater adoption. That is particularly true, when you offer an innovative product, or service, and your are still at the early adopter part of the curve.