The customer education playbook how leading companies engage, convert, and retain customers
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
[2022]
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009659941106719 |
Tabla de Contenidos:
- Cover
- Title Page
- Copyright Page
- Contents
- Introduction
- Chapter 1 How Customer Education Transforms Prospects to Champions
- The Evolution of Customer Education
- The Business Benefits of Education Across the Lifecycle
- Pre-sale
- Post-sale
- Advocacy
- Crossing the Chasm: When Is the Right Time to Invest in Customer Education?
- Chapter 2 Customer Education as a Catalyst for Business Growth
- The Importance of a Centralized Strategy for Customer Education
- What Else Is Customer Education? And What Isn't It?
- Where Should Customer Education Sit in the Business?
- That's Where It's Traditionally Placed. But, Where Should It Be?
- The Customer Education Portfolio
- Knowledge Base
- Academy
- In-Product Education
- Community
- Blog, Social Media, and Email
- Fee Versus Free: Should You Monetize Your Customer Education Content?
- Remember That Training Has Value
- Land and Expand
- Chapter 3 Step 1: Maximize Impact by Aligning Customer Education to Business Goals
- Five Common Business Goals for Customer Education
- Goal 1: Improve Product Adoption
- Don't Talk about the Product!
- Made to Measure: How to Prove ROI for Product Adoption
- Goal 2: Scale Customer Support
- Stop Thinking about Self-Serve as a Compromise
- Made to Measure: How to Show the Success in Scaling Customer Support
- Goal 3: Maximize Customer Success
- Daniel on Customer Education as a Scale Engine
- Is It Working? How to Assess Learning Experiences
- Made to Measure: Proving the Quantitative Worth of Supporting CSMs
- Goal 4: Create Brand Ambassadors
- Engage the Social Side
- Made to Measure: How to Track Brand Ambassadors
- Goal 5: Lead Your Market Category
- Make Marketing Your New Best Friend
- Made to Measure: How Can You Track Your Market Leadership?.
- Chapter 4 Step 2: Motivate Customers by Curating Their Path to Awesome
- How Do I Work Out What "Success" Looks Like?
- Expect That Customer Goals Will Evolve Over Time
- Creating Aha! Moments
- Identifying Aha! Moments
- Using Aha! Moments to Reduce Time to Value
- Be Mindful of the Mines: Don't Forget to Design for Pain Points, Too
- From Aha! to ROI: Aligning Customer Education with Customer Lifetime Value (LTV)
- Chapter 5 Step 3: Personalize Learning by Focusing on What Your Customers Need to Know
- Creating Effective Learning Personas
- Are You an Eager Esther or a Reluctant Ray? How We Used Learning Personas at Asana
- How to Gather Information to Create Learning Profiles
- Defining Common Use Cases for Your Product
- How to Use the 80/20 Rule in Customer Education
- Using Data to Determine What Your Customers Need to Know
- Explicit versus Implicit Data Sources
- Connecting Back to Your Aha! Moments
- Chapter 6 Step 4: Execute Your Strategy Flawlessly with a Development Plan
- Identifying Your Stakeholders
- The RASCI Model in Practice
- Using the Matrix
- Using the Project Management Triangle for Your Development Plan
- Establishing Scope
- Setting a Timeline
- Defining Your Resources
- Chapter 7 Step 5: Video or Course? Choosing the Right Content Format for the Job
- Blended, Hybrid, and Mixed-Mode Learning - Whatever You Call it, Mix It Up!
- Optimize to Scale for Production
- Creating Modular Content
- Defining Format According to Your Goals
- Help Articles
- In-Product Education
- Video Content
- Virtual Instructor-Led Training (VILT)
- eLearning: Courses and Learning Paths
- Live Labs and Simulations
- On-Site Training
- Job Aids
- Community
- Microlearning
- Assessments
- Webinars
- Identifying the Correct Format for Your Education
- The Project
- The Audience
- The Product.
- Chapter 8 Step 6: Make Content Engaging and Efficient for the Busy Customer
- Creating Learning Objectives
- Personalizing Objectives for Personas
- Auditing and Categorizing Content
- Merrill's First Principles of Instruction
- Introducing Gagné's Nine Events of Instruction
- Making Learning Efficient, Effective, and Engaging
- Leave Space for Rabbit Trails!
- Chapter 9 Step 7: Who Trains the Trainers? Transforming Your Team into Experts
- Choosing Trainers for ILT
- Working with SMEs
- Nurture Relationships with SMEs
- Be Clear on Expectations
- Recognize and Reward Your SME's Work
- Educate the Team on the Product Roadmap
- The Role of Customer Education in Learning Enablement
- Sales
- Customer Support
- Marketing
- Human Resources
- Your Partner Training Program - Train the Trainer
- Create a Guide
- Consider a Certification Program
- Continue to Educate Your Partners
- Assess and Track
- Chapter 10 Step 8: Design Learning Experiences That Lead to Behavioral Change
- Utilizing Mayer's Principles
- Lesson 1: Avoid Extraneous Information
- Lesson 2: Minimize Cognitive Load
- Lesson 3: Turn Up the Engagement Factor
- Learning Styles versus Learning Strategies
- Chunking, Assessment, and Feedback
- Observational Learning
- Gamification
- Storytelling
- Discussion Boards and Chatrooms
- Practical Considerations for Creating Education Content
- Working Out Which Content Authoring Tools to Use
- Linear versus Nonlinear Navigation
- Chapter 11 Step 9: Make Sure Your Customers Consume Your Content
- Go Back to Your Learning Personas
- Answering: WIIFM?
- Actively Promoting Your Content
- Forging Alliances Across the Organization
- Optimizing Your Content for Consumption
- Information Architecture
- Searching for Content
- What's Your Content Channel Strategy?.
- Your Pricing Strategy Is Part of Your Distribution Strategy
- How Will You Package Your Content?
- Considering Accessibility in Distribution
- Accessibility Ideas That Are Simple to Implement
- Localizing Education Content
- Chapter 12 Step 10: Did It Work? Measuring the Success of Your Content
- Data Doesn't Have to Be Hard!
- Creating a Data Dictionary Using Kirkpatrick's Model of Evaluation
- Level Zero: Engagement
- Level One: Reaction
- Level Two: Learning
- Level Three: Behavior
- Level Four: Results
- Prioritizing and Focusing on the Right Data
- Communicating the Success of the Education Back to the Customer
- Chapter 13 Step 11: Actionable Strategies to Improve Your Content
- Understanding Iterative Design
- Look at the Feedback
- Improving Support Content
- How Do You Know If Help Articles Have Been Successful?
- Using the Help Content Optimization Matrix to Visualize How to Improve Support Content
- Improving Training Content
- Improving Consumption
- Improving Customer Satisfaction Rates
- Improving Certifications
- Make Questions Hard, but Not Too Hard
- There Is Such Thing as a Bad Question
- Knowing When to Archive Content
- Chapter 14 Step 12: Demonstrate the ROI of Customer Education
- Collecting the Data to Measure Business Impact
- The Formula for ROI
- Using a Training Score to Create a Cohort Analysis
- Telling the Story of Your Impact
- Know Your Audience
- Best Practices for Storytelling
- Grab Your Seat at the Table
- Chapter 15 Your Roadmap to High-Performance Customer Education
- The Five-Stage Maturity Model for Customer Education
- Stage One: Keeping Up with Live Training Needs
- Stage Two: Laying a Digital Foundation for Scale
- Stage Three: Making Learning More Personal and Easier to Consume
- Stage Four: Delivering Business Impact.
- Stage Five: Pioneering Best-in-Class Customer Learning
- How Do Great Leaders and Mature Programs Approach Customer Education?
- Great Customer Education Leaders Are Sophisticated about Encountering Resistance
- Great Customer Education Leaders Think Backward
- Great Customer Education Leaders Build an Engine, Not a Backlog
- Great Customer Education Leaders Orchestrate a Whole-Org Strategy
- Chapter 16 Looking Ahead: The Future of Customer Education
- What's Fueling This Growth?
- What Innovations Will Come Next for Customer Education?
- Beating the Challenge of Measurement
- Learning Anywhere
- The Development of an Agile Growth Mindset
- Changing Customer Expectations
- It All Starts and Ends with . . . Customer Education Strategies
- Acknowledgments
- About the Authors
- Index
- EULA.
