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Daniel Quick. The Customer Education Playbook
Table of Contents
List of Illustrations
Guide
Pages
The Customer Education Playbook. How Leading Companies Engage, Convert, and Retain Customers
Introduction
1 How Customer Education Transforms Prospects to Champions
The Evolution of Customer Education
The Business Benefits of Education Across the Lifecycle
Pre-sale
Post-sale
Advocacy
Crossing the Chasm: When Is the Right Time to Invest in Customer Education?
Notes
2 Customer Education as a Catalyst for Business Growth
The Importance of a Centralized Strategy for Customer Education
What Else Is Customer Education? And What Isn't It?
Where Should Customer Education Sit in the Business?
That's Where It's Traditionally Placed. But, Where Should It Be?
The Customer Education Portfolio
Knowledge Base
Academy
In-Product Education
Community
Blog, Social Media, and Email
Fee Versus Free: Should You Monetize Your Customer Education Content?
Remember That Training Has Value
Land and Expand
Note
3 Step 1: Maximize Impact by Aligning Customer Education to Business Goals
Five Common Business Goals for Customer Education
Goal 1: Improve Product Adoption
Don't Talk about the Product!
Made to Measure: How to Prove ROI for Product Adoption
Goal 2: Scale Customer Support
Stop Thinking about Self-Serve as a Compromise
Made to Measure: How to Show the Success in Scaling Customer Support
Goal 3: Maximize Customer Success
Daniel on Customer Education as a Scale Engine
Is It Working? How to Assess Learning Experiences
Made to Measure: Proving the Quantitative Worth of Supporting CSMs
Goal 4: Create Brand Ambassadors
Engage the Social Side
Made to Measure: How to Track Brand Ambassadors
Goal 5: Lead Your Market Category
Make Marketing Your New Best Friend
Made to Measure: How Can You Track Your Market Leadership?
Thoughts from … Adam Avramescu, Customer Education Leader and Host of CELab Podcast
Think Strategically
Measure Value
Note
4 Step 2: Motivate Customers by Curating Their Path to Awesome
How Do I Work Out What “Success” Looks Like?
Expect That Customer Goals Will Evolve Over Time
Creating Aha! Moments
Identifying Aha! Moments
Daniel at Asana: A Case Study in Defining Success for the Customer
Using Aha! Moments to Reduce Time to Value
Be Mindful of the Mines: Don't Forget to Design for Pain Points, Too
From Aha! to ROI: Aligning Customer Education with Customer Lifetime Value (LTV)
Thoughts from … Eric Peters, Growth Product Manager, HubSpot Academy
Educating the Market
Widening the Scope of Customer Education
5 Step 3: Personalize Learning by Focusing on What Your Customers Need to Know
Creating Effective Learning Personas
Are You an Eager Esther or a Reluctant Ray? How We Used Learning Personas at Asana
How to Gather Information to Create Learning Profiles
Defining Common Use Cases for Your Product
How to Use the 80/20 Rule in Customer Education
Using Data to Determine What Your Customers Need to Know
Explicit versus Implicit Data Sources
Connecting Back to Your Aha! Moments
Thoughts from … Lisa Rothrauff, Director, Customer Education, Amplitude
My Process for Understanding What Customers Need to Know
Making Time to Consider What Not to Do
Thinking about Customer Maturity Levels
6 Step 4: Execute Your Strategy Flawlessly with a Development Plan
Identifying Your Stakeholders
Responsible
Accountable
Supportive
Consulted
Informed
The RASCI Model in Practice
Using the Matrix
Using the Project Management Triangle for Your Development Plan
Establishing Scope
ADDIE versus SAM – Does It Matter?
Setting a Timeline
Defining Your Resources
Thoughts from … Debbie Smith, Head of Smartsheet University
From RACI to RASCI
Choosing the Right Stakeholders
7 Step 5: Video or Course? Choosing the Right Content Format for the Job
Blended, Hybrid, and Mixed-Mode Learning – Whatever You Call it, Mix It Up!
Optimize to Scale for Production
Creating Modular Content
Defining Format According to Your Goals
Help Articles
In-Product Education
Video Content
Virtual Instructor-Led Training (VILT)
eLearning: Courses and Learning Paths
Live Labs and Simulations
On-Site Training
Job Aids
Community
Daniel's Favorite Example of Community Content
Microlearning
Assessments
Webinars
Identifying the Correct Format for Your Education
The Project
The Audience
The Product
Thoughts from … Bill Horzempa, Global Manager, Educational Services Global Delivery at Hewlett-Packard Enterprise
Supporting the Digital Learner with Blended Learning Opportunities
Notes
8 Step 6: Make Content Engaging and Efficient for the Busy Customer
Creating Learning Objectives
Personalizing Objectives for Personas
Auditing and Categorizing Content
Merrill's First Principles of Instruction
Daniel on the Importance of Keeping It Real
Introducing Gagné's Nine Events of Instruction
Daniel on Gagné versus Merrill
Making Learning Efficient, Effective, and Engaging
Daniel on Creating Focused Content
Leave Space for Rabbit Trails!
Thoughts from … Dee Kapila, Head of Customer Education, Miro
Minimizing Cognitive Load for the Learner
Optimizing Content for Retention
The Importance of Hands-On Activities
Notes
9 Step 7: Who Trains the Trainers? Transforming Your Team into Experts
Choosing Trainers for ILT
Working with SMEs
Nurture Relationships with SMEs
Be Clear on Expectations
Recognize and Reward Your SME's Work
Educate the Team on the Product Roadmap
The Role of Customer Education in Learning Enablement
Sales
Customer Support
Marketing
Human Resources
Your Partner Training Program – Train the Trainer
Create a Guide
Consider a Certification Program
Continue to Educate Your Partners
Assess and Track
Thoughts from … Melissa VanPelt, Vice President, Global Education and Advocacy at Seismic
Nurturing the SME Relationship
Education as Part of the Wider Organization at Large
Educating Disparate Learner Audiences
10 Step 8: Design Learning Experiences That Lead to Behavioral Change
Utilizing Mayer's Principles
Lesson 1: Avoid Extraneous Information
Lesson 2: Minimize Cognitive Load
Lesson 3: Turn Up the Engagement Factor
Learning Styles versus Learning Strategies
Chunking, Assessment, and Feedback
Observational Learning
Gamification
Storytelling
Discussion Boards and Chatrooms
Practical Considerations for Creating Education Content
Working Out Which Content Authoring Tools to Use
Linear versus Nonlinear Navigation
Thoughts from … Michele Wiedemer, Manager of Customer Education at Snyk.io
Minimizing Cognitive Load and Maximizing Engagement
Often, You'll Need to Use What You Have
Notes
11 Step 9: Make Sure Your Customers Consume Your Content
Go Back to Your Learning Personas
Answering: WIIFM?
Actively Promoting Your Content
Forging Alliances Across the Organization
Optimizing Your Content for Consumption
Information Architecture
Searching for Content
What's Your Content Channel Strategy?
Your Pricing Strategy Is Part of Your Distribution Strategy
How Will You Package Your Content?
Considering Accessibility in Distribution
Accessibility Ideas That Are Simple to Implement
Localizing Education Content
Thoughts from … Alessandra Marinetti, Senior Director, AppDirect Academy
Work with Additional Departments for Content Distribution
Ensure Content Is Discoverable for Customers
Advice on Creating a Global Distribution Strategy
Note
12 Step 10: Did It Work? Measuring the Success of Your Content
Data Doesn't Have to Be Hard!
Creating a Data Dictionary Using Kirkpatrick's Model of Evaluation
Level Zero: Engagement
Level One: Reaction
Level Two: Learning
Level Three: Behavior
Level Four: Results
Prioritizing and Focusing on the Right Data
Communicating the Success of the Education Back to the Customer
Thoughts from … Tom Studdert, Vice President of Customer Onboarding and Implementations, ZoomInfo
Looking at Learning Outcomes and Success
Training = Retaining
Focusing on the Customer Need
Notes
13 Step 11: Actionable Strategies to Improve Your Content
Understanding Iterative Design
Look at the Feedback
Improving Support Content
Daniel on Using Search Queries to Identify Content Gaps
How Do You Know If Help Articles Have Been Successful?
Using the Help Content Optimization Matrix to Visualize How to Improve Support Content
Improving Training Content
Improving Consumption
Daniel on the Importance of Active Titles
Improving Customer Satisfaction Rates
Improving Certifications
Make Questions Hard, but Not Too Hard
There Is Such Thing as a Bad Question
Knowing When to Archive Content
Thoughts from … Cary Self, Global Vice President of Education and Program Development at CustomerGauge
Considering the Environment
Creating a Healthy Feedback Channel
Remove the Emotional Attachment You Have to Your Content
Note
14 Step 12: Demonstrate the ROI of Customer Education
Collecting the Data to Measure Business Impact
The Formula for ROI
Using a Training Score to Create a Cohort Analysis
Daniel on Correlation versus Causation
Telling the Story of Your Impact
Daniel on Explaining Value to the C-suite
Know Your Audience
Best Practices for Storytelling
Grab Your Seat at the Table
Thoughts from … Dave Derington, Director of Customer Education, ServiceRocket
Phase One: LMS Data
Phase Two: Connecting What You've Uncovered to the Wider Business
15 Your Roadmap to High-Performance Customer Education
The Five-Stage Maturity Model for Customer Education
Stage One: Keeping Up with Live Training Needs
Stage Two: Laying a Digital Foundation for Scale
Stage Three: Making Learning More Personal and Easier to Consume
Stage Four: Delivering Business Impact
Stage Five: Pioneering Best-in-Class Customer Learning
How Do Great Leaders and Mature Programs Approach Customer Education?
Great Customer Education Leaders Are Sophisticated about Encountering Resistance
Great Customer Education Leaders Think Backward
Great Customer Education Leaders Build an Engine, Not a Backlog
Great Customer Education Leaders Orchestrate a Whole-Org Strategy
16 Looking Ahead: The Future of Customer Education
What's Fueling This Growth?
What Innovations Will Come Next for Customer Education?
Beating the Challenge of Measurement
Learning Anywhere
The Development of an Agile Growth Mindset
Changing Customer Expectations
It All Starts and Ends with … Customer Education Strategies
Acknowledgments
About the Authors
Index
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