Читать книгу The Customer Education Playbook - Daniel Quick - Страница 43

When it comes to measuring the success of education, I've found that there's a balance to strike. On the one hand, being able to prove ROI doesn't substitute for executive sponsorship. You'll often get asked, “How can we prove that customer education moves the needle with our customer?” but that type of data won't be available until you've educated enough customers to actually see the impact. Executives need to recognize that they aren't going to get access to direct data immediately, and that this will grow over time. However, you also have a responsibility to tell the story of how customer education drives growth in the business, and that's ultimately how you're going to earn trust.

So, ask yourself – what can you measure? Can you look at ticket deflection, discoverability, or consumption around your programs? Can you show how you're iterating your content and moving in the right direction? This could be page views, enrollments to academy tracks, satisfaction rate, or even qualitative data like customer survey answers. Over time, you'll be able to capture more value goals, such as an analysis of trained versus untrained and the impact on adoption, or the number of customers reaching time to value.

It is so critical to start your customer education program with a strong understanding of what the business's overarching goals are, and to ensure that you are ready to measure the impact of your education according to those goals. This is how you can ensure ahead of time that your success will also be a win for the company as a whole. Your next step will be to turn your thoughts to your customers – what does their success look like?