Daniel Quick & Barry Kelly 
The Customer Education Playbook 
How Leading Companies Engage, Convert, and Retain Customers

Deliver maximum value to customers and clients with this blueprint to customer success

In The Customer Education Playbook: How Leading Companies Engage, Convert, and Retain Customers, customer learning experts Barry Kelly and Daniel Quick explain how teaching customers to best engage with your products and services is the key to converting them from prospects to loyal advocates of your brand.

In this book, you’ll examine how to define success for your customer, create a customer education development plan, and pursue customer success and revenue metrics. You’ll also:

* Learn why you should prioritize customer learning and invest in customer training and education

* Discover how to create a detailed customer success and retention plan that emphasizes delivered value

* Determine how to implement a learning strategy that maximizes and scales lifetime customer value

Perfect for founders, executives, managers, and practitioners at companies of all kinds, The Customer Education Playbook is especially practical for Saa S company executives seeking to extract and provide maximum value from their customers over the long haul.

Table of Content

Introduction vii

Chapter 1 How Customer Education Transforms Prospects to Champions 1

Chapter 2 Customer Education as a Catalyst for Business Growth 7

Chapter 3 Step 1: Maximize Impact by Aligning Customer Education to Business Goals 19

Chapter 4 Step 2: Motivate Customers by Curating Their Path to Awesome 39

Chapter 5 Step 3: Personalize Learning by Focusing on What Your Customers Need to Know 51

Chapter 6 Step 4: Execute Your Strategy Flawlessly with a Development Plan 63

Chapter 7 Step 5: Video or Course? Choosing the Right Content Format for the Job 77

Chapter 8 Step 6: Make Content Engaging and Efficient for the Busy Customer 95

Chapter 9 Step 7: Who Trains the Trainers? Transforming Your Team into Experts 111

Chapter 10 Step 8: Design Learning Experiences That Lead to Behavioral Change 127

Chapter 11 Step 9: Make Sure Your Customers Consume Your Content 141

Chapter 12 Step 10: Did It Work? Measuring the Success of Your Content 157

Chapter 13 Step 11: Actionable Strategies to Improve Your Content 171

Chapter 14 Step 12: Demonstrate the ROI of Customer Education 187

Chapter 15 Your Roadmap to High-Performance Customer Education 199

Chapter 16 Looking Ahead: The Future of Customer Education 209

Acknowledgments 217

About the Authors 221

Index 223

About the author

Daniel Quick is Vice President of Learning Strategies at Thought Industries. He previously led customer education at Optimizely and Asana.

Barry Kelly is Co-founder and CEO of Thought Industries, a world leading B2B customer training platform and developer of the world’s first cloud Learning Business Platform. His company has worked with hundreds of clients to improve their customer training and increase customer engagement and retention.