Читать книгу The Customer Education Playbook - Daniel Quick - Страница 34

In your efforts to scale customer success, you'll want to focus on improving several metrics. First, ensure that your customers are actually engaging with your education by tracking and improving the percentage of customer accounts who have completed the content. If your product touches multiple users, measure depth as well as breadth. That is, in addition to getting more accounts trained, you'll also want to get more users on each account trained.

Second, create a source of explicit data by asking your CSMs the same question periodically. Something like, “On a scale of 1–10, how strategic have your conversations with customers been?” Then, augment that with qualitative data: Interview your CSMs to get a sense of how the education has helped them in their roles.

Third, check to see whether your education impacted customers further down the funnel. What does lifetime value (LTV) look like for trained customers versus untrained customers? What does churn (turnover) look like? In other words, measure the impact of customer education in the same way you measure the impact of customer success.

Finally, one of the best ways to determine whether you're scaling customer success requires you to track how customer education impacts time to value (TTV) – the amount of time it takes for new customers to realize value from your product. A goal of customer education is to reduce TTV so that your customers are gaining value as quickly as possible, with minimal friction.

If your company is not currently tracking TTV, we highly recommend you start. To do so, you must first define what value means. More specifically, what does value mean to your customers? What is their “aha!” moment? And how is that value “captured” as a metric (or cluster of metrics) in your product? In the next chapter, you'll learn more about how to define success for your customers and strategically improve their perceived value.