The Building Blocks of a Stellar Customer Training Program

Putting the pieces into place

Customer training: a missed opportunity

Problem

Put yourself in the customer’s shoes: Imagine that you’ve signed up for a buzzworthy new platform that promises to change the way you execute projects. But when you log in, there’s no onboarding. New feature releases launch with no information, and when you call customer support, they don’t understand the product well enough to help. Yikes!

Solution

Now, imagine instead that you receive a welcome message from the platform directing you to a quick onboarding tutorial, followed by an invite to a webinar on the specific tool you use. Later, you receive an interactive course introducing a key new feature, plus an invitation to a study group where you can learn with other users. The difference between these two scenarios can make all the difference in your impression of the platform.

In this chapter, we’ll explore how to put together a customer training program that maximizes the value customers get from your product and keeps them engaged throughout the journey.

Start with a plan

A good training program starts with a deliberate plan. Set a clear vision for what you want customers to achieve and then map how you’ll get there.

Customer training works best when it’s tailored to different customer needs and product adoption stages. Keep these tips in mind:

#1
Know your audience

Identify customer segments based on industry, role, goals, and interaction with your product.

#2
Define clear training goals

Set measurable objectives, such as increasing feature adoption within 30 days or reducing support requests.

#3
Provide training at every stage

Offer continuous learning opportunities from day one of onboarding to advanced tutorials.

What's missing from your training program?
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A dedicated training team
The right e-learning software
An effective strategy for measuring success

Step 1: Assemble your dream team

Every championship team starts with a talented core roster. That means putting together players who complement and support each other, working together toward a common goal. With the right mix of superstars supporting them, your customers are more likely to get the most out of your product.

Your key roster members

Strategic leadership

Sets the vision, aligns training with business goals, and ensures content meets learner needs.

Knowledge development

Provides expertise to create meaningful and relevant learning experiences.

Content creation

Crafts engaging training materials such as videos, guides, and tutorials that bring training to life.

Live facilitation

Conducts live sessions, answers customer questions, and ensures learners stay engaged.

Platform management

Oversees learning platforms, manages technical functionality, and ensures seamless operation.

Step 2: Choose the best tools for the job

Every craftsperson understands that it takes the right tools to build something special. The same is true for your training program. Here is the basic toolkit you’ll need to put together an effective learning experience:

A course-authoring tool. Lets you design and create interactive and customized e-learning content.

Knowledge base software. A self-service hub where customers can find answers and best practices.

A LMS (Learning Management System). Organizes and delivers training while tracking progress.

In-app guidance tools. Offer real-time, interactive support within your product.

Analytics. Measure engagement, identify gaps, and refine training based on data.

Customers benefit from convenient, streamlined learning experiences when equipped with the right tools

Step 3: Identify the right success metrics

You’ve built an amazing training program—but how do you track its impact? Consider these key success metrics to measure effectiveness:

Time-to-value. How quickly customers can effectively use the product.
Product adoption rate. The percentage of users who fully integrate the product into their workflow.
Customer retention. How many customers stick with your product long-term.
Revenue expansion. Growth in upsells, cross-sells, and renewals, after training.
Customer satisfaction score (CSAT). Direct feedback on how useful and enjoyable the training is.

By tracking success metrics related to your business, you’ll learn what’s working and where you can improve.