Optimizing Customer Success through the Education Strategy of Customers Strategy
Reduction in churn, retention of customers reduces churn as well as customer satisfaction. This is just one of the main goals of business and entrepreneurs alike. What drives each one of these is
The more complex your product, the more chances that it's not easily understood. If the customers don't comprehend the product they're unlikely to appreciate its benefits and get the endorsement from their coworkers.
According to an Eureka research study, poor performance in product and service accounts for only 31.5 percent of customer churn. What causes customers to have poor service including overselling during onboarding, and poor customer relationship management, account for 68.5 percent. In the U.S., avoidable customer losses are costing companies more than $136 billion per year.
Think about that briefly... 3 out of 10 customers are leaving because of issues with their product and the vast majority of reasons which cause churn are at your fingertips!
What is the best solution?
The Technology Services Industry Association (TSIA) carried out a study last year on training for customers and concluded that education can be a powerful way to differentiate your business. Training-trained customers are able to renewal 92% more frequently than untrained customers Training increases self-sufficiency, reducing support requests by 87%..
In the end, customer education is the best option to reduce churn, and it has a significant impact on the satisfying customers.
What is exactly customer education?
It is the process of informing your clients about the products or services you provide beginning before the time they purchase and continues through the entire process. It can be of many kinds, like online courses and blogs, as well as knowledge bases. The process of education for your customers helps your customers in making the most informed buying choices, and also enables customers to get the best benefits from your item after they have decided to purchase.
For a business or service provider, education of customers is your opportunity to reinforce the importance of your brand as you move leads through into sales funnels. If a prospective customer is educated about the product or service and appreciates its benefits and advantages, they stand a better chances of them becoming a loyal client.
The reason customer education is essential
Online customer education provides an affordable way for expanding companies to increase their effort to provide customer service, without having to hire additional staff.
Instructing your customers can significantly improve your sales and drastically lower your cost to provide customer support. If customers are trained about your tools for business as well as the field they operate in, they'll be significantly more likely to use the product, and eventually become powerful customers. Support tickets for them will go down and their value in the longer term will increase!
If they invest in the education of customers, companies will be able to draw skilled leads, improve product adoption, and drive customer satisfaction. There are many companies that see smaller support inquiries from one-on-one online courses to train their clients before they. A model of 1-to-many training allows companies to build educational videos that explain the basics of their business and use it to train customers at a scalethis reduces customer frustration, as well as churn and also the price for support.
How customer education impacts the quality of the customer experience
An effective customer education strategy starts with the first interaction and continues throughout the customer journey. In the event that that initial contact is either a blog or online course, or even a face-to-face contact, each touchpoint is the basis for the relationship that your customers are able to establish with your company and the product.
If you use every encounter as an opportunity to make your customers aware of the benefits of your service You'll be able to exceed expectations, increase adoption and cut down on the number of people who buy from you.
These customer interactions can be separated into three stages of customer interaction: 1) presale,) the adoption of the product, and) ongoing education. Like any other touchpoint with a customer it is possible to find both chances as well as issues in every phase that affect satisfaction of customers. We will examine each stage with a thorough description.
Stage One: Presale
The stage prior to sales is the first interaction customers will make with your service or product that is driven by marketing strategies. It is the place where marketing creates information that educates clients about the advantages of your product or service but also about the overall business (and the ways you can use it to stand out to your competitors). ).
The issue: Providing inadequate information or sources at the start can create an opportunity to attract clients that aren't suitable for your product or service. It could lead to clients who need extensive assistance from your customer service, believing they've been oversold, and increase your turnover rate when the customer leaves within a few months.
Pro-tip #1: Create a customer journey map! Make sure your interactions are aligned with the different journeys of consumer. Be sure that at each stage of that experience you are aware of the people you're educating about, their roles and how you will best serve their requirements.
Second Stage The Product Adoption
Once a sale has closed then the phase of product acceptance of the experience begins.
The stage of this is normally supervised by the Customer Success Management team. This is the goal of this stage is to onboard customers efficiently, develop and maintain relationships, and reduce the amount of customers who leave by meeting the expectations set from the beginning.
Customers may not have a full comprehension of your product or service at the outset (due to the lack of education) They require additional assistance, which will mean more tickets for your customer success team. Instead of solving unique problems and speeding up your customers' success path rather, they devote their time for educating clients on how to make use of every feature of the system.
1 to 1 onboarding is not sustainable. It's not financially efficient however, it is also not the best way to provide a great customer experience. this approach to onboarding is high-touch and can result in backlogs on onboarding, implementation delays and slow response to queries as well as, if you are eventually required to cut back on the level of service offered and you see that an increase in customer churn.
"Education is the way we make sure our users succeed, which is how they turn to be loyal Hootsuite users."
Third Stage The Continuous Education
The final step of the customer's journey is continual education . Your customers will be current with industry and product changes as well as to enhance their knowledge and use of the product.
In the near future, team of customer service will be the primary point of contact for customers' inquiries. They can solve issues, answer questions quickly, and provide information on new features. We aim to provide prompt support for customers as well as keep track of data in order to improve your product or to improve the documentation for support.
Problem: In the case of customers' support, the lack of understanding of the product could result in responding to the same issue repeatedly. This could make the number of support tickets insurmountable, leading to longer lines of waiting and unhappy customers. If you do not solve these issues, it is possible to see an growth in sales.
Pro-tip #3: Design live online courses based on information from customers that address customer service and training. 80percent of the queries that businesses receive from their customers currently can be resolved by 20 percent of the training course they've designed. Create your academy as the primary destination for students to visit whenever they need answers.
As an example, Sendable is a tool for social media for managing social media, has put the most frequently-asked questions by customers in an academic institution, and have observed that there was a dramatic reduction in the amount of questions that they received via help.
Pro-tip #4 Use customer education to help onboarding new employees. If you've developed amazing customer support materials then why not share it with your internal team and suppliers? Repurpose that customer education whenever possible, to increase the worth of the investment.
The Takeaway: 6 Practical Steps to Amplify customer Education and Increase Customer Success
When you've a good understanding of the importance of education for customers and how it affects the customers that you service at every stage on their path It's time to start building your own procedure. The steps listed below will help you in creating and with the implementation of your plan for education to customers.
- Map out your customer journey
Begin by sketching out the journey of your clients. What are they learning about your company? How do they get started communicating with you? How do they decide when to make the purchase decision? - Pay attention to your customers and make sure you record their details
Be aware of the kinds of questions asked in the journey. Make sure that your content addresses questions no one has asked. - You can start with one course only.
It's easy for you to get caught up in the strategy that you're using when first starting your journey. Begin with one course addressing the most frequently asked questions, then move on to the next. - Develop courses based on outcomes and not only features
While your courses are intended to assist your clients in getting to know your product, they should be designed to help your customers succeed. Take a look at the reasons why they bought your product initially. What was their goal? What are the best course of action aid in getting them closer to them? - Make intriguing content
There is no need to say that everyone hates boring data. Use a variety of formats for lessons that include questions and build a community that is enthralling your clients and helps achieve mutual success.
Looking to increase Customer Success in your business? Download the free Ultimate Customer Success Guide today.
This post was posted on here