Customer Education

Customer education has been part of good practice for software companies for years. But other industries should also consider providing learning opportunities related to their products and services. After all, customer education inspires confidence and strengthens customer loyalty.

When we think of e-learning, we usually imagine the following process: People register themselves for a learning offer (or are registered by a company). Subsequently, they complete the appropriate digital training. They then use the knowledge they have acquired in their day-to-day work. But e-learning can also have a different effect: Not only employees of companies, but also customers can (and want to) learn in digital spaces. Customer education refers to learning opportunities offered by companies that help customers get the most out of the products or services they offer. The classic among customer education tools: digital product training. Customers are not left to their own devices after purchase, but receive valuable assistance from companies to help them with use, maintenance or repair. Customer education can take place in both the B2B and B2C sectors. But more about that later. First, let’s look at why customer education and e-learning are a perfect match.

We already mentioned it briefly: Software companies have long since recognized the potential of customer training. It is obvious that these software training courses take place digitally. But it also makes more than just sense for other industries to establish customer education on an e-learning basis. There are two main reasons for this: Firstly, it is simply not possible for larger companies to provide offline and synchronous customer training. A tool dealer cannot send employees to all 20,000 customers to explain the new drill to them. On the other hand, e-learning offers advantages that make conventional product training look old. Customer education on an e-learning basis is multimedia-based and provides videos or interactive graphics depending on the product or service. In addition, digital customer:in-service training can be completed directly before or during the use of products. Unlike traditional training, where there are hours or days between knowledge acquisition and implementation, e-learning can be completed when customers need it. In this context also important: e-learning does not fizzle out, but is a permanent companion. What was that again about the economy mode? When do I need to service my device? Who should I contact if I want to have it repaired? If they want to find answers to these questions, customers can make use of the digital customer education offering.

Yes, Customer Education does involve a little extra work. Appropriate training must first be designed and developed. But we know from experience that it’s worth it – for three reasons.

The customer experience is enhanced

If companies provide their customers with (free) information about their products or services, they increase the customer experience. The customer experience does not end with the purchase, but continues with every use of the customer education offering.

Customer loyalty is strengthened

When customers have the feeling that they are not being left alone, this creates trust. The bond with the respective company is permanently strengthened. When it comes to the next purchase, there is a good chance that the company with the outstanding customer education will be the one to go for.

The company is relieved

Well-functioning customer training reduces the workload of companies’ own employees, especially customer support staff. This frees up important resources that can be used elsewhere.

All this may still sound a little abstract. Let’s take a look at two concrete examples of how customer education can work in practice. As already mentioned, customer training works in both the B2B and B2C sectors – and no longer just for software. Here is an example of each:

The lawn robot

A robotic lawnmower like this is incredibly practical, but when it comes to maintenance or upgrading with accessories, it can become quite a complicated affair. Robomäh GmbH knows this and has come up with something: With the purchase of a lawn robot, customers receive free access to a digital e-learning offer. There they will find all the information about the purchased product, a digital instruction manual and detailed instructions for the maintenance of the device. In a separate area, customers can find out about accessories and – how practical – order the corresponding parts directly.

The MRI machine

An MRI machine is an expensive and high-tech thing. Adequate use is essential to prevent damage to the device and, of course, to the patients examined with it. MediTech AG provides its customers, hospitals and medical practices, with detailed product training on an e-learning basis for every MRI device purchased. The customer education offer includes a multilingual video tutorial describing all procedures, as well as information about maintenance. Particularly practical: In the event of a necessary repair, the contact details of contact persons are linked.

Even though these are only fictional examples, it is clear how customer education can work. The fictitious customers of Robomäh GmbH and MediTech AG would probably be highly satisfied with the products and the companies behind them. The good news is that successful customer training does not have to remain fiction. We help you to establish Customer Education in your company as well.