Where Does Education Fit into the Customer Lifecycle?

September 7, 2017

Marley Wagner

Category: Customer Experience, Customer Success as a Service, Customer Success Strategy, Managed Training Services, Virtual Customer Success Management

How to align Customer Success (CS) and Education Services (ES) is a hot topic in the tech industry right now, and for a good reason. When ES and CS teams are successfully aligned, product usage rates go up, and customer churn rates go down.

Ignoring the impact of Education on Customer Success initiatives isn’t an option. So the question becomes, “Where does Education fit into the customer lifecycle?” Luckily, there is no wrong answer. ES fits at every stage, which is why it becomes increasingly important for Education leaders to play an active role in their company’s customer journey mapping process.

Maria Manning-Chapman, Vice President of research for TSIA, explains the customer journey map as “a framework that maps out the stages of the customer lifecycle and identifies points at which CS should engage to drive customer engagement and pave the way for retention and/or renewal opportunities. It enables CS to improve the customer experience by helping it to better understand how customers are interacting with the company and in what areas to invest.”

There are obvious points in the mapping process where Education can positively impact the customer experience. For instance, consider your company’s onboarding process. This is a company’s first impression for most end users. Education teams can ensure this first impression is a positive one by providing training cheat sheets to help the Customer Success Manager (CSM) or Virtual Customer Success Manager (vCSM) correctly connect new users with the right online or instructor-led training.

Deeper into customer journey, ES can supply CSMs or vCSMs with quick learning videos to help educate their customers on key product features and benefits. Research shows that providing customers with short tutorials on product features before hanging up can reduce churn by 6%.

The key takeaway is that journey mapping is less of a structured process and more of an active dialogue. Education leaders can become a part of this dialogue by getting a tight grasp on the data behind the role that education plays in the health of your customer. Once you’ve got the data, share it with your Customer Success stakeholders to get them talking. Before you know it, opportunities to align ES and CS at scale will reveal themselves.

Want more tips on aligning Education Services and Customer Success throughout the customer lifecycle? Check out the whitepaper, Knowing is Growing: Integrating Education Services for More Powerful Customer Success.

Learn more – Discover tips to help you bring Education Services and Customer Success together to achieve shared goals in this white paper.