The Customer Education Playbook

Customer education, in which companies train their clients and customers on how to extract value from the services they provide, is becoming increasingly vital as businesses move to recurring revenue models. It's proving to be one of the keys to maximize and scale lifetime customer value. Despite this, many firms remain unfamiliar with how to successfully educate their customers on how to use their services and products. In The Customer Education Playbook: How Leading Companies, Engage, Convert, and Retain Customers, customer education experts Daniel Quick and Barry Kelly deliver an intuitive and comprehensive blueprint for effective customer engagement with your products and services. Here, you'll learn to convert your prospects into loyal advocates of your brand. This book demonstrates how to define success for your customer, create a customer education development plan, and pursue customer success and revenue metrics. It also makes a compelling case for prioritizing and investing in customer learning and shows you how to design and implement a detailed customer success and retention plan. Covering all aspects of the customer education process, the authors discuss optimal customer education formats, content distribution channels, and the measurement of program impact. They explore practical and pressing issues, like when to charge for additional training and when to offer it for free, and when to use prerecorded video and when to use live, instructor-led training. An indispensable resource for founders, managers, and other business leaders at SaaS companies, The Customer Education Playbook belongs in the libraries of professionals at companies of all kinds seeking to extract and provide maximum value from their customers in the long run.