You finally create a course or three with your small team, and customers buy your instructor-led training offerings. Congratulations. Now, how to meet the growing demand to deliver classes across the globe? Explore live online training.
Today's customer education technology market is big and is expanding every year. Applications, information, and devices are connecting in ways we've never seen before. To stay relevant in the industry, customer education pros need to be aware of what's going on out there, even if you're not ready to use the tools yourself.
One of the biggest mistakes I see made in hand-on training activities is a lack of clear instructions for what to do in the activity. How many times have you been in a training course, the trainers says, “OK. Now you try it.” Most of the class looks up and says, “Wait. What do you want us to do?”
One of the questions I get asked most by early stage enterprise software companies that begin to train customers is how to build scalable customer education programs. I even get this question on open forums. The trouble with this question is that the answer is always, "It depends." Although there are several ways to deliver scalable customer education, not each method will work for each company depending on maturity level of that organization. It is important, therefore, to understand various ways to deliver scalable training to customers, so you can make decisions about which method will work for you and your customers.
One of the scariest moments for a customer education professional occurs after a course is done, and it is first made available to customers. The course is placed in on the web site and customers can register. Once it is published, you are left to wonder, “Will anyone buy it?” It has happened to the best of us. Two weeks goes by and no one registers for our course. Then we ask, "How can we market this course to get people to register?” Let's face it. Customer education professionals are not marketers and our marketing teams (if we have one) are too focused on marketing our products and not training. We are often left to ourselves to figure out how to generate demand for our courses.
If you are new to the job of managing your customer education programs, one of the first things you realize is how overwhelming it is to develop training content, especially when you don't have a lot of resources. There are so many things to consider: determining your customer education strategy, figuring out what customers actually want, deciding what course to create first, determining what topics should be covered in that first course and what topics to leave out. And these a just scratching the surface of what you need to do.
On the first day Tesla started taking pre-orders for its new Model 3, it sold $7.5 billion worth of cars that it has not started producing yet. That is a massive number that got me thinking about how enterprise software companies can do the very same thing selling training courses. Well, maybe not sell $7.5 billion dollars of software training in one day (hmmm, maybe I just don't think big enough), but selling training courses that they have not yet developed.
In a recent LA Times column, featured high school calculus instructor Anthony Yom propelled his students to achieve a 95% pass rate for the AP calculus exam. The impressive part is he achieved this feat in an underpriviledged part of Los Angeles not known for high acadeic achievement.
On February 25, 2016 in downtown Palo Alto, ServiceRocket is hosting the second annual Business of Customer Education Conference. The theme for this year is "Market, Manage, and Measure" your customer education business because we know these are on our minds just about every day, as we work like crazy to help our customers learn our products, drive renewals, and help our companies grow product sales.
Last month I finished some client work that was excruciatingly painful. It was painful for a number of reasons, but mainly because I had no clue how to solve the problem when I started. The solution was to learn a new tool and become zero to hero (at least in the eyes of the client) in a matter of days. So I panicked and put my head down to study like a stressed out college student before finals...and I learned.