This month, the ServiceRocket Software Training Blog is focusing on the learning technology ecosystem. It is fitting that on Friday, I read through the 2016 Technology Adoption and Spending Report: Education Services published by the Technology Services Industry Association (TSIA). I read this report to stay current on what technologies education services teams are adopting and plan to spend money on. After reading this report, I have three observations that I would like to share.
Customer education programs are designed to help customers learn your product so they can perform their jobs more effectively. Presumably, your product will change the way your customers perform their jobs and largely improve their productivity in some meaningful way. It is in your best interest to help your customers make these improvements and achieve desired outcomes so that they continue to renew with you. One way to do this is to offer training.
When valuable time is put into developing and selling software and then educating your customers to use it, it’s important to make sure your customers actually learn how to use your software. However, the challenge with any software implementation is making sure users aren't just knowledgeable about using a tool, but that they can perform job tasks with your software.
Certification is one proactive solution that ensures customers are trained to properly use software and increases the likelihood that customers will renew year-after-year. Instead of focusing on acquiring new customers, software companies should focus on retaining customers by striving to not only train, but certify their customers so it's ensured customers know how to use the software. After all, renewals are a leading indicator of series A valuations for SaaS companies, if you ask Tomasz Tunguz.
Don’t let all the energy put into designing your enterprise software training programs go to waste. Adopt performance-based certification as a way to make sure your customers learn, retain, and perform the tasks learned in the course.