Читать книгу The Customer Education Playbook - Daniel Quick - Страница 11

If we accept that the customer is always learning, from the moment they start looking for a solution to a problem all the way through to when they love your product and are telling their friends about you, then customer education has to work closely with many different business functions. The most common are marketing, product, professional services, and customer success. For this reason, it's not always easy to know where to place customer education as a business function. It doesn't have a clear and obvious home. A lot of companies house it under customer success, emphasizing the role that customer education plays in finding and maximizing value when customers need help or when you want to quicken their time to value so that they renew their subscriptions or relationship.

Other companies will place it in marketing. This works particularly well if your education plays a pivotal role in converting free tier or trial plan customers into paying customers or in attracting Educated Qualified Leads (EQLs). As customer education teams have a deep understanding and empathy for how customers are using the product, they think deeply about the industry and its needs. They have a strong understanding of both your product and the market itself. This makes customer education professionals an exceptionally good choice for creating thought leadership content to bolster the authority of your brand in your market category.

Occasionally, you'll find that customer education shows up in product teams as a way to deepen product adoption and to formalize a connection between the product and the customer base. Placing customer education here can create a connective tissue between the product itself and the customer. If your product is very complex, this can make a lot of sense. Lastly, more commonly in larger organizations, we've seen customer education crop up as a function under professional services, where training and education play a big role in driving revenue for the business.