The Customer Education Playbook How Leading Companies Engage, Convert, and Retain Customers

by Quick, Daniel; Kelly, Barry

• ISBN13: 9781119822509
• ISBN10: 1119822505
• Edition: 1st
• Format: Hardcover
• Copyright: 2022-04-19
• Publisher: Wiley

Summary

Deliver maximum value to customers and clients with this blueprint to customer success 

In The Customer Education Playbook: How Leading Companies Engage, Convert, and Retain Customers, customer learning experts Barry Kelly and Daniel Quick explain how teaching customers to best engage with your products and services is the key to converting them from prospects to loyal advocates of your brand.  

In this book, you’ll examine how to define success for your customer, create a customer education development plan, and pursue customer success and revenue metrics. You’ll also: 

• Learn why you should prioritize customer learning and invest in customer training and education 
• Discover how to create a detailed customer success and retention plan that emphasizes delivered value 
• Determine how to implement a learning strategy that maximizes and scales lifetime customer value 

Perfect for founders, executives, managers, and practitioners at companies of all kinds, The Customer Education Playbook is especially practical for SaaS company executives seeking to extract and provide maximum value from their customers over the long haul. 

Author Biography

Daniel Quick is Vice President of Learning Strategies at Thought Industries. He previously led customer education at Optimizely and Asana.

Barry Kelly is Co-founder and CEO of Thought Industries, a world leading B2B customer training platform and developer of the world’s first cloud Learning Business Platform. His company has worked with hundreds of clients to improve their customer training and increase customer engagement and retention.

Table of Contents

Introduction

Chapter One: How Customer Education Transforms Prospects to Champions

Chapter Two: Customer Education as a Catalyst for Business Growth

Chapter Three: Step 1: Maximize Impact by Aligning Customer Education to Business Goals

Chapter Four: Step 2: Motivate Customers by Curating Their Path to Awesome

Chapter Five: Step 3: Personalize Learning by Focusing on What Your Customers Need to Know

Chapter Six: Step 4: Execute Your Strategy Flawlessly with a Development Plan

Chapter Seven: Step 5: Video or Course? Choosing the Right Content Format for the Job

Chapter Eight: Step 6: Make Content Engaging and Efficient for the Busy Customer

Chapter Nine: Step 7: Who Trains the Trainers? Transforming Your Team into Experts

Chapter Ten: Step 8: Design Learning Experiences that Lead to Behavioral Change

Chapter Eleven: Step 9: Make Sure Your Customers Consume Your Content

Chapter Twelve: Step 10: Did It Work? Measure the Success of Your Content

Chapter Thirteen: Step 11: Actionable Strategies to Improve Your Content

Chapter Fourteen: Step 12: Demonstrate the ROI of Customer Education

Chapter Fifteen: Your Roadmap to High Performance Customer Education

Chapter Sixteen: Looking Ahead: The Future of Customer Education

Acknowledgments

About the Author

Index