Читать книгу The Customer Education Playbook - Daniel Quick - Страница 12

All of those departments are where you might find customer education. However, while they each have benefits, placing customer education under a different department often limits the scope of what it can achieve in a way that serves the overarching goals of that function. That's why at Thought Industries, we have a Learning Strategies department with a VP who reports directly to the CEO and shares a seat at the table with the leadership team. Our charter is “Educate the market, educate the customer, and educate the team.” We'll talk more about how Learning Strategies works as a department and how it can support the rest of the business in Step 7 (Chapter 9).

No matter where it sits, customer education as a strategic function is a force multiplier. It amplifies your ability to do more with less. It's a catalyst for accelerating growth throughout the customer journey. All the decisions that your customers make, from buying and adopting to renewing or expanding usage, are grounded in education. They are all about what the customer learns, and how these lessons shape their attitude and behavior.

As a scale agent for the company, it doesn't make sense to wait until you're throwing headcount at your support team or your customer onboarding process before you look to hire a customer education team. Start with the customer education function, and your business can grow proactively, ready for economies of scale.