You want your new customers to become repeat customers. To do that, you need to provide ongoing information and support for your products and services. Effective selling is more than just getting them to buy; it’s building a relationship that encompasses multiple purchases over time. A customer education program is a great way to maintain those commercial relationships and grow your sales.
What is Customer Education?
Customer Education is a program that instructs buyers of your products or services how to get the most benefit from their purchases. It may be a simple instructional guide or video and may also include online tutorials or documentation. The most effective customer education programs include a combination of those resources.
When people choose to buy something, they’re usually convinced of the benefits the item offers. They may not know how to use it, however, when they take it out of the box. If they can’t take advantage of all the benefits you promised, it will quickly lead to a return, a chargeback, and a dissatisfied customer who’s likely to discourage other potential buyers with poor reviews.
Large companies can afford heavily-staffed call centers with reps who walk customers through operating their products. Yet that requires millions of dollars to offer that service. (One company we’ve worked for estimated that poor customer education by their technicians costs the company tens of millions of dollars every year in remedial support!) Your company can avoid these costs by investing a relatively small amount in educating your customers, up front.
Customer education should ensure buyers know exactly when and how to use what you’ve sold them. As they use your product and services correctly, they are in essence “resold” every time – they see the benefits and are pleased with the investment. Properly educating your customers or clients can make closing the sale easier, upselling or reselling more likely, and it also build high satisfaction and loyalty.
How Do I Create Effective Customer Education?
You need to have an objective person or group assess the steps and process for using your products or services correctly. If “insiders” document the process, they’re likely to skip steps or information that they assume end-users already have. These gaps will lead to frustrated, dissatisfied customers.
You need to determine which channel will work best to communicate with your customer demographic. Do they have devices and connections to access online tutorials? Do they prefer printed documents that guide them through how to use your product? Do they learn best from watching a demonstration or video?
These important considerations can help generate an effective customer education program that increases your sales and generates loyal, repeat customers. Didactable creates customer education programs that help your customers know exactly how to use and benefit from your products and services.