Читать книгу The Customer Education Playbook - Daniel Quick - Страница 35

If your organization's goals are about building advocates, product champions, or brand ambassadors, then your customer education should work to build better brand trust and loyalty. What you want are customers who will spread the word about your product and tell their friends about you. To do so, they need to be totally bought into the value of your product or service, which not only means you need to move people from being novices to masters, but also to seeing your product as indispensable.

To create learning experiences that build advocacy, look to craft a learning journey that encourages three things:

1 Mastery

2 Delight

3 Connection

These ingredients make up the secret sauce of brand advocacy. For example, you might offer the opportunity to complete a course (mastery) that earns you a digital badge (delight), which you can then post and share on social media or in a customer forum (connection). Throughout this education path, you can also encourage your users to make their everyday work easier using your product, which can help them see you as an indispensable tool.

Once you've developed mastery, delight, and connection, you need to provide avenues for your brand ambassadors to advocate on your behalf. Think about creating community moderators in your forums, for example, or asking for guest experts to join your webinars and post thought leadership content on your website. Provide direct opportunities for your customers to promote you, such as via referrals, regional in-person meet-ups of advocates and prospects, or train-the-trainer programs, where your advocates are channeling that delight to work on your behalf.