Details

The Customer Education Playbook


The Customer Education Playbook

How Leading Companies Engage, Convert, and Retain Customers
1. Aufl.

von: Daniel Quick, Barry Kelly

18,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 12.04.2022
ISBN/EAN: 9781119822523
Sprache: englisch
Anzahl Seiten: 240

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<p><b>Deliver maximum value to customers and clients with this blueprint to customer success </b></p> <p>In <i>The Customer Education Playbook: How Leading Companies Engage, Convert, and Retain Customers</i>, customer learning experts Barry Kelly and Daniel Quick explain how teaching customers to best engage with your products and services is the key to converting them from prospects to loyal advocates of your brand.  </p> <p>In this book, you’ll examine how to define success for your customer, create a customer education development plan, and pursue customer success and revenue metrics. You’ll also: </p> <ul> <li>Learn why you should prioritize customer learning and invest in customer training and education </li> <li>Discover how to create a detailed customer success and retention plan that emphasizes delivered value </li> <li>Determine how to implement a learning strategy that maximizes and scales lifetime customer value </li> </ul> <p>Perfect for founders, executives, managers, and practitioners at companies of all kinds, <i>The Customer Education Playbook</i> is especially practical for SaaS company executives seeking to extract and provide maximum value from their customers over the long haul. </p>
<p>Introduction vii</p> <p>Chapter 1 How Customer Education Transforms Prospects to Champions 1</p> <p>Chapter 2 Customer Education as a Catalyst for Business Growth 7</p> <p>Chapter 3 Step 1: Maximize Impact by Aligning Customer Education to Business Goals 19</p> <p>Chapter 4 Step 2: Motivate Customers by Curating Their Path to Awesome 39</p> <p>Chapter 5 Step 3: Personalize Learning by Focusing on What Your Customers Need to Know 51</p> <p>Chapter 6 Step 4: Execute Your Strategy Flawlessly with a Development Plan 63</p> <p>Chapter 7 Step 5: Video or Course? Choosing the Right Content Format for the Job 77</p> <p>Chapter 8 Step 6: Make Content Engaging and Efficient for the Busy Customer 95</p> <p>Chapter 9 Step 7: Who Trains the Trainers? Transforming Your Team into Experts 111</p> <p>Chapter 10 Step 8: Design Learning Experiences That Lead to Behavioral Change 127</p> <p>Chapter 11 Step 9: Make Sure Your Customers Consume Your Content 141</p> <p>Chapter 12 Step 10: Did It Work? Measuring the Success of Your Content 157</p> <p>Chapter 13 Step 11: Actionable Strategies to Improve Your Content 171</p> <p>Chapter 14 Step 12: Demonstrate the ROI of Customer Education 187</p> <p>Chapter 15 Your Roadmap to High-Performance Customer Education 199</p> <p>Chapter 16 Looking Ahead: The Future of Customer Education 209</p> <p>Acknowledgments 217</p> <p>About the Authors 221</p> <p>Index 223</p>
<P><B>Daniel Quick</b> is Vice President of Learning Strategies at Thought Industries. He previously led customer education at Optimizely and Asana.</P> <P><B>Barry Kelly</B> is Co-founder and CEO of Thought Industries, a world leading B2B customer training platform and developer of the world’s first cloud Learning Business Platform. His company has worked with hundreds of clients to improve their customer training and increase customer engagement and retention.
<p>Praise for The Customer Education Playbook</p> <P>“Customer learning is vital to any organization looking to educate their customers and/or grow their learning business. <I>The Customer Education Playbook</I> connects the dots to make sure your customer education is a success from pre-sale to renewal.” <P><B>Mark Roberge, </B>Senior Lecturer, Harvard Business School; Co-founder, Stage 2 Capital; Former CRO, HubSpot <P>“<i>The Customer Education Playbook</i> is the most comprehensive and useful explanation of goals, techniques and value of customer education I have read. This playbook is an essential guide for customer success teams, customer education teams, or anyone responsible for exceptional customer education experiences.” <P><B>Cushing Anderson,</B> Vice President, IT Education and Certification Research, IDC <P>“It’s time for customer education to move into the spotlight. SaaS companies dramatically increase customer retention when customers know how to use their products. Customer education is the catalyst for business growth, and <I>The Customer Education Playbook</I> is the spark to drive that growth. <P><B>Donna Weber,</b> Author of<I> Onboarding Matters </I>

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