Читать книгу The Customer Education Playbook - Daniel Quick - Страница 33

It's one thing to offer learning; it's another to know whether learning takes place. It's not enough to set up a learning experience; you must also ensure that you know whether your material is making a difference.

One practical way to see when customers are ready for the next level of strategic conversations with CSMs is to create a commonly accepted signal that shows that customers have a certain level of foundational knowledge. On a basic or initial level, this signal could be based on such metrics as percentage of training starts or completes, drop-off points, or the amount of time spent training. For a signal that you can use for a more advanced user, you can also set up a credential or an award that's based on passing a well-designed assessment. Sometimes described as getting certified, passing the test would result in a credential of some kind: a certificate or even a digital badge to post on LinkedIn.

At Optimizely, in an effort to increase customer value, the customer success team implemented a “Get Trained” program that prompted customers to get product certified by a certain date and gently nudged them toward this goal. In an initial kick-off call, the CSM would outline the training program and would mention that they would speak again once the training was complete. It was up to customers to decide how they wanted to learn the product. They could choose between courses, webinars, YouTube videos, and more, as long as they could pass the test. Customers would be prompted to complete the training, and on completion, the CSMs would get a notification to book the next strategy meeting, where they could congratulate the customer on completing the training and see what the customer needed next. While previously CSMs had felt that they were constantly dealing with very basic questions, after this program was put into place, CSMs spent far more time providing strategic value, and they reported that customers were asking much more sophisticated questions.