The Customer Education Playbook: How Leading Companies Engage, Convert, and Retain Customers - Hardcover

by Daniel Quick (Author), Barry Kelly (Author)

Deliver maximum value to customers and clients with this blueprint to customer success

In The Customer Education Playbook: How Leading Companies Engage, Convert, and Retain Customers, 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.

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:

• Learn why you should prioritize customer learning and invest in customer training and education
• Discover how to create a detailed customer success and retention plan that emphasizes delivered value
• Determine how to implement a learning strategy that maximizes and scales lifetime customer value

Perfect for founders, executives, managers, and practitioners at companies of all kinds, The Customer Education Playbook is especially practical for SaaS company executives seeking to extract and provide maximum value from their customers over the long haul.

Front Jacket

Customer education, in which companies train their clients and customers on how to extract value from the services they provide, is becoming increasingly vital as businesses move to recurring revenue models. It's proving to be one of the keys to maximize and scale lifetime customer value. Despite this, many firms remain unfamiliar with how to successfully educate their customers on how to use their services and products.

In The Customer Education Playbook: How Leading Companies, Engage, Convert, and Retain Customers, customer education experts Daniel Quick and Barry Kelly deliver an intuitive and comprehensive blueprint for effective customer engagement with your products and services. Here, you'll learn to convert your prospects into loyal advocates of your brand.

This book demonstrates how to define success for your customer, create a customer education development plan, and pursue customer success and revenue metrics. It also makes a compelling case for prioritizing and investing in customer learning and shows you how to design and implement a detailed customer success and retention plan.

Covering all aspects of the customer education process, the authors discuss optimal customer education formats, content distribution channels, and the measurement of program impact. They explore practical and pressing issues, like when to charge for additional training and when to offer it for free, and when to use prerecorded video and when to use live, instructor-led training.

An indispensable resource for founders, managers, and other business leaders at SaaS companies, The Customer Education Playbook belongs in the libraries of professionals at companies of all kinds seeking to extract and provide maximum value from their customers in the long run.

Back Jacket

Praise for The Customer Education Playbook

"Customer learning is vital to any organization looking to educate their customers and/or grow their learning business. The Customer Education Playbook connects the dots to make sure your customer education is a success from pre-sale to renewal."

Mark Roberge, Senior Lecturer, Harvard Business School; Co-founder, Stage 2 Capital; Former CRO, HubSpot

"The Customer Education Playbook 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."

Cushing Anderson, Vice President, IT Education and Certification Research, IDC

"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 The Customer Education Playbook is the spark to drive that growth.

Donna Weber, Author of Onboarding Matters

Author Biography

Daniel Quick is Vice President of Learning Strategies at Thought Industries. He previously led customer education at Optimizely and Asana.

Barry Kelly 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.