How Customer Education Means Business For Enlightened Companies | by Everbridge Technology Blog | August 2022

The Customer Education space is infamous for being viewed as a cost to businesses since “learning” is not a measurable variable that immediately converts into profitability. But customers love it. Why? Because they earn laurels and badges for going through hours of learning content to grow as professionals. Creating a quantifiable metric for a customer’s learning and journey is the holy grail. At the same time, customer education teams continue to advocate for how they improve the usability of a company’s offerings.

Customer education is more of a strategy than a set of activities or processes. An effective strategy drives real business results when the customer is served throughout their journey by:

  • Facilitate a client’s success.
  • Reduced support request tickets.
  • Increase in value compared to the competition.

Who is responsible for educating customers? The answer is everyone as a collective. Therefore, investing in a people development framework is an effective route to organizational success.

At any time, customer educators have the opportunity to bridge gaps between key stakeholders throughout a customer’s journey, including sales conversions, customer onboarding, and improving customer value. How? On the one hand, by reducing pain and frustration. On the other hand, by creating a great learning experience that values ​​their time.

This is where customer education fits into the virtuous circle of demand and supply in the learning spectrum:

The cycle of demand and supply in client education.

As illustrated above, a business and the end user of an experience have different points of view. While the company markets its offerings to convert its audience (Sales) by integration, proofand help them become a advanced userthe client initiates a interest, engaged use and maintain a product or service, to finally transform to become champions of experience.

The bottom half of this cycle illustrates the type of opportunities and gaps that a client educator might fill in a client’s journey.

Torrey Podmajersky, author and pioneer in UX writing, suggests aligning the goals of the organization responsible for the experience with the goals of the people using the experience.

“Today, very few organizations plan their content throughout the cycle. Without marketing content that attracts and converts people using experience, the organization will fail. But, without content for onboarding, engagement, and support, the experience will fail to engage and turn these people into champions.

— Podmajersky in his book, Strategic copywriting for UX

As organizations recognize the importance and need for training and development, budgets continue to increase each year by organization, industry and country. A growing budget requires a measurable return on investment. The most valuable function, service, or process will likely receive the largest budget increase.

The return on investment for customer training is the difference between the benefit and the cost of training, divided by the cost of training.

Customer education can impact revenue in several ways:

  1. Adoption: Customer Education can help prospects or new subscribers try the product/service and adopt it before canceling the subscription.
  2. Customer purchases: As customers learn more about your offerings, they may order more frequently, seek larger orders, or order additional products/services, which in turn increases revenue and value.
  3. Retention: Knowledgeable users will likely remain long-term customers, while users less engaged in education won’t be proactive for more. Encourage selling by teaching best practices and reducing limitations and confusion.
  4. Product improvement. Learn customer behavior and patterns by analyzing customer education and use usability data to improve your offerings to drive long-term sales.
This short video from Northpass provides a quick overview of the benefits of customer training.

Nirmal Thomas is a member of Everbridge’s Customer Learning team. He has produced multiple e-learning resources ranging from micro-learning content to training courses. Led by Kathleen Bissonnette, Nirmal and her team developed the new strategy and makeover for the University of Everbridge YouTube channel.

Visit the University of Everbridge YouTube channel


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