Why Customer Training is the Secret Sauce for your business

Imagine this: you’ve just launched an amazing product, customers are buying it, but some aren’t using it to its full potential. A month later, you see a few cancelling or switching to a competitor. Ouch, right?

But what if I told you there’s a solution that could prevent this heartbreak? The answer lies in customer training. For UK small and medium-sized enterprises (SMEs), customer training is becoming a game-changer. Let’s dive into why it’s so important and how it’s helping businesses across the UK.

So, What Exactly is Customer Training?

Think of customer training as giving your customers the “how-to” on using your product or service like a pro. It could be a welcome email with a quick start guide, a snappy webinar, fun video tutorials, or even a one-on-one coaching session. The idea is simple: the more your customers know, the happier they’ll be using your product, which means they’ll stick around longer.

Take GoProposal, for instance. This UK-based software company serves accountants and knows that its clients might struggle to grasp all the software’s features straight away. So, they offer comprehensive webinars and personalised sessions. The result? Customers get more out of the software, and GoProposal keeps its clients hooked.

Here at FIT many customers purchase our book “Make Their Day: Awesome Ways to Wow Your Customers” as a download to their Kindle ebook readers.? The format for Kindle files is called Mobi however not everybody knows how to load a Mobi file onto a Kindle device so we send a simple instruction document with every purchase.? It’s a simple “write once, use many” resource that ensures our customers are reading our content quickly and avoids unnecessary questions and delays following delivery.

Why is Customer Training a Big Deal?

Get Customers Loving Your Product (and Sticking with It!): When customers know how to use your product, they’re more likely to stick around. Makes sense, right? Imagine buying a fancy new coffee machine but having no idea how to make a decent cup of coffee with it. Frustrating! But if someone shows you how to whip up a perfect latte, you’re more likely to love that coffee machine—and the company that sold it to you.

That’s what happened with Pilot Group, a Manchester-based company that makes energy-saving technology. They realised that clients were underutilising their systems, so they started offering training sessions. Customers learned how to maximise energy savings, and guess what? They’re much happier and more loyal now.

Cut Down Those Customer Service Calls: Ever thought about how much time your customer service team spends answering the same questions over and over? By offering training, you can reduce those repetitive inquiries. Capsule CRM, a UK-based customer relationship management platform, did just that. They created an extensive online knowledge base filled with articles and video tutorials. Now, their customers solve most of their problems independently, which means fewer calls to the support team.

Build Stronger Relationships (Because Who Doesn’t Love That?): Training isn’t just about knowledge; it’s also about building a relationship. When customers feel like you’re investing in their success, they’re more likely to stick around. Brightpearl, a retail operations platform based in Bristol, offers personalised onboarding and training to its customers. This approach has created closer, stronger bonds with their clients, showing that a little extra effort goes a long way.

Why Are UK SMEs Jumping on the Training Bandwagon?

Customers Expect More These Days: Today’s customers want more than just a product—they want to know how to use it well. A study by Salesforce found that 63% of consumers expect customer service agents to understand their unique needs. ?If your business offers training, you’re helping to meet these high expectations head-on.

Stand Out from the Crowd: In a crowded market, anything that makes you stand out is a win. Look at Xero, a cloud-based accounting software company. They offer free courses and certifications to their customers, which not only helps them use the product better but also positions Xero as a leader in the field. That’s a double win—happy customers and a strong reputation.

Keep Customers Coming Back for More: Well-trained customers are happy customers, and happy customers are more likely to stick with you. Totally Locally, a community initiative supporting local UK businesses, offers workshops and training sessions to help small businesses market themselves better. By giving their customers the tools to succeed, they’re creating a loyal customer base that’s unlikely to go anywhere else.

Navigating the Digital Shift: The pandemic sped up digital adoption across all sectors. According to Deloitte, 75% of customer service leaders plan to move to a cloud-based contact centre by 2024. This shift means more digital tools and platforms that customers need to learn. Offering training ensures they aren’t left in the dark.

Top Tips for Rolling Out Customer Training

So, how can your SME get started with customer training? Here are some practical tips:

Know Your Customers’ Needs: First things first, understand what your customers need. Are they struggling with a specific feature? Do they prefer watching videos or reading guides? Find out by asking them directly through surveys or feedback forms. Revolut Business does this well by tailoring its training sessions to the most common customer questions.

Offer Training in Different Formats: Everyone learns differently. Some people love a live webinar, while others prefer on-demand videos or hands-on workshops. Huboo, a fulfilment company in Bristol, offers a mix of online tutorials, one-on-one consultations, and in-person training to cover all bases.

Make it Easy to Access: No one wants to jump through hoops to find training materials. Make sure your resources are easy to find, mobile-friendly, and available whenever your customers need them. SuperMetrics, which provides marketing data tools, has nailed this by making all their training videos available on their website—easy peasy.

Measure and Improve: Don’t just set it and forget it. Keep track of how well your training is working. Use customer feedback, analytics, and satisfaction scores to identify what’s working and what’s not. Paddle, a UK-based payments company, continually tweaks its training programmes based on customer feedback to ensure they’re hitting the mark.

The Bottom Line: Customer training is a Win-Win

Investing in customer training isn’t just a nice-to-have; it’s a smart strategy that helps your business thrive. From improving customer satisfaction and loyalty to reducing support costs and building stronger relationships, the benefits are clear. And as we’ve seen with companies like GoProposal, Capsule CRM, and Brightpearl, it doesn’t have to be complicated—just a little effort can go a long way.

So, if you’re looking to keep your customers happy and engaged, maybe it’s time to roll out the training. Who knows? It might just be the best investment you make this year!

For more top tips and ideas we invite you to join our FREE 30 minute training video designed to ensure you and your teams continue to deliver remarkable customer service. Just click on the link in the comments below.

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