3 Things You Must Know About Your Audience Before Building a Customer Education Program
As a customer success leader, founder, or education specialist, you're always looking for ways to enhance your customer education program's impact.
But let's face it: throwing a bunch of info at your customers and hoping it sticks is so last season. People aren’t in the mindset to be educated in this distracted age.? If you want to create a customer education program that works (and trust me, you do), you've got to nail these three key things about your audience.
1) Segmentation: Know Your Audience Inside Out
Imagine trying to teach a room full of people without knowing who they are. Spoiler alert: It doesn't work. Customer education is kinda the same deal. You can't use the same approach for everyone and expect magic to happen.
The fix: start by identifying your key customer groups. Are you dealing with agency professionals or small business owners who barely have time to breathe? Students or seasoned experts? Each segment has unique needs and expectations.
Some ways to nail segmentation:
Remember, when it comes to education, one size fits none.
2) Motivation: Uncover the 'Why' Behind Their Desire to Learn
Here's a truth bomb: Your customers aren't sitting around waiting for your next webinar. They've got a million things on their plate, and learning your product might not be top of the list. Unless...you make it irresistible. You can make it irresistible only when you understand what makes your learners motivated.
People learn for various reasons:
Your job is to align your education program with these motivations. How? By clearly communicating the value proposition of your training.
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Show them how your training will make them the office hero, score that promotion, make their lives easier, or finally get their side hustle off the ground.
3) Experience: Meet Them Where They Are
Last but not least, gauge your audience's prior experience. This step prevents you from boring experts with basics or overwhelming novices with advanced concepts.
Think about these factors:
Use this information to create a choose-your-type-of-content education program. Let learners pick their path and skip the stuff they already know. Trust me, they'll thank you for it.
Remember, the goal isn't just to educate – it's to empower. By understanding these three core elements, you're not just building a customer education program; you're cultivating a community of confident, successful users who will champion your product.
The Customer Educated episode with Vicky Kennedy covers the key customer insights that might make or break your customer education program. Vicky also talks about building attribution models for Customer Education programs to prove ROI.
Trainn is a Customer Education platform built for B2B SaaS companies of all sizes to onboard, train, and educate their customers, at scale.
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6 个月Absolutely! You can have all the knowledge in the world but without the confidence to use it, what's the point?
The Customer Educated episode #04 with Vicky Kennedy covers three key customer insights that might make or break your customer education program. Listen to the episode here - https://trainn.co/customer-educated-podcast/targeted-customer-education-to-drive-measurable-results/