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Build Customer Success with a Killer Customer Education Tech Stack

Posted by Julia Borgini on Mar 29, 2017 6:25:03 AM
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If you don't have a good customer education tech stack, you can't nail customer success. Your customer education program maps to customer success activities like new customer onboarding, identifying and engaging at-risk customers to prevent churn, and engaging with paying customers to ensure they're getting the most out of your tech products. Your customer education team needs to be able to work efficiently and effectively to create and modify education programs that will lead to higher customer engagement, increased renewals and retention, and better relationships with your prospects, leads, and customers.

layers.pngThey can't do that if you don't have the right tech stack to create, develop, deliver, and track your education programs. The tech stack you use matters because it gives you more variety in your delivery methods, gives you deeper insight into your existing education programs, and allows you to collaborate more efficiently with non-training teams like marketing, sales, and of course, customer success.

The Customer Education Tech Stack That Builds Customer Success

These are just some of the software solutions that help customer education pros build programs that encourage and foster customer success.

  • Quick Hit Tutorials. These software tools help you create tool-tip or other simple walkthroughs of your software programs. Use them for your short attention span training and marketing channels like social media and FAQs.

  • Live meeting software. There are a ton of these available out there that let you host live webinars and screen sharing-based training sessions. Take questions live from participants and show the answers in real-time. Record your sessions to repurpose them later on in future short-form videos or use them as examples of procedures you highlight in a future training program.

  • Learning Management Software (LMS). With a hat-tip to our on Learndot LMS, your LMS should let you build content quickly while maintaining your brand and user experience, with reporting and metrics built-in to them so you can track your learning programs. Robust LMS's like Learndot also let you share content within an enterprise account, making your teams more cross-functional and collaborative.

  • Learning Content Development software (LCDs). Your organization may be using individual software to handle each aspect of learning content development, or you may use an all-in-one solution like learning content development software (LCD). An LCD should help you create and maintain content for learning management, and may include tools for video creation and editing.

  • Online community platform. Whether it's your own branded university (like Gainsight's Customer Success University) or simply an integration of your online social media, forums, and wikis, an online community is essential. It helps you keep a finger on what your community is talking about, the questions they're asking and showcases your product knowledge in a different way.

  • Enterprise CRM. The enterprise customer relationship management (CRM) software is a goldmine of information for training professionals looking for a cross-functional view of their prospects, leads, and customers. Use it to plan future training programs based on upcoming marketing or sales campaigns; discover new education delivery methods based on current content consumption methods; and more.

  • Gamification solutions. Gamification is the application of the typical elements of game playing (such as point scoring, competition with others, rules of play, rewards, etc.) to other areas of activity to encourage engagement with a product or service, and usually includes earning badges that establish a level of ability or competence. Gamification solutions in training include the capability to provide social collaboration, feedback, achievement profiles, people analytics, missions, and challenges, and badges as evidence of accomplishment.

  • Video content management software. Whether or not  you're using a centralized LCD or LMS for your training videos, you're going to need something to manage, schedule, and/or automate storage and distribution of the videos to your customers. Ideally, the software also tracks video metrics such as open rates, viewing time, and more, so you can identify top-used content in addition to unused content that may need updating or archiving.

  • Desktop collaboration software. This software helps your education team collaborate with each other, sharing information, content, and knowledge while not bogging down their systems or the company's infrastructure (think about all the times you emailed a training video to the team. It also ensures that your company's intellectual property is protected because of the security already embedded in the collaboration software.

  • Professional Services Automation (PSA) software. Much like a CRM, the PSA software is a platform used by the professional services team to manage their service engagements, schedule work, and handle projects and resourcing. It can be a useful tool for any education pro who's managing on-boarding training sessions.

  • Knowledge/Content Management software. This software is typically used by tech companies for their internal knowledge base, support teams, online help documentation, and any time they want to share and reuse content. Education teams can use this software to store their own education content (especially if they don't have an LMS or LCD available), and also use it as a source of information and knowledge about their products. For example,  

Your Customer Education Tech Stack Matters

Your education tech stack directly impacts Customer Success. Having the right tools and platforms enables you to connect customer education to all aspects of your customers’ experience. Your stack will give you better insight into your customers and a cross-functional perspective on content creation throughout your company that enables you to take action around making your customers more successful 


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Topics: Customer Success, Building Customer Training, Workplace by Facebook, Workplace, Future of Work, Customer Outcomes, Customer journey

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Julia Borgini

Written by Julia Borgini

Julia Borgini helps Geeks sell their stuff. A self-proclaimed Geek, Julia is a freelance writer and content marketing strategist who teaches tech companies how to develop & execute successful tech content marketing programs. Her helpful articles have appeared on CrazyEgg, Social Media Examiner, KISSMetrics, and B2B News Network, as well as her own tech content marketing blog. To learn more about tech content marketing, visit her website at spacebarpress.com.

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