客户教育如何增加销售额？好处、策略和小贴士

Selling products or services comes with the responsibility of customer education on how to use them. Whether it is a text-based guide, a video, or an infographic, customers want to know how they can maximize the potential of their purchases and improve their lives. This results in happier customers who are more likely to stay loyal. 

What exactly is customer education, and what does it include? What are the most effective strategies for it? Is it just a box-ticking exercise, or does it offer tangible benefits? 

In our detailed guide, let's address these and related questions, so read on. 

What is Customer Education? 

Customer education refers to training or educating your customers about your products and services. It helps them understand the viability of a particular product and how to make the most out of it. Although customer education works at any point in a customer’s journey, it usually starts before they make a purchase and continues to guide them throughout the product's lifecycle. 

Education is a critical part of any customer engagement strategy. It uses resources like websites, social media, sales staff, and in-person interactions to be more effective. Nowadays, brands use the best interactive learning software to educate their customers. 

Here are the most popular methods of delivering customer education, as practised by brands today:

• Recorded webinars: They can be an excellent way of providing a walkthrough of products, especially when customers prefer a human explanation. 
• Infographics: Elearning infographics are usually made in PDF files and are useful for providing product overviews and important facts. 
• Slideshows: Slideshows can recycle previously used content during in-person training. 
• Screen captures: These are excellent for providing step-by-step instructions for complicated processes. 
• Knowledge checks and quizzes: They provide an excellent platform for customers to check their product knowledge. By using a score-based reward system, brands can increase engagement significantly. 

Customer Education Strategy: A Step-by-Step Guide  

Customer education is a complex process involving several steps. You must go through all these steps to engage customers and equip them with valuable information about your products and services. 

Let's look at these steps in detail and understand how to complete them. 

Step 1: Know the Audience and Their Needs 

Designing a customer education strategy is not possible without knowing who your customers are and what they want. To know that, you need extensive market research to gather valuable information on demographics, pain points, preferences, and the like. Moreover, these preferences keep changing, as 22% of corporate leaders find it difficult to adapt to them. 

Source: Trainn

Creating a buyer persona is arguably the best way to do it. Based on your research, you can design an ideal customer or character. It will give you valuable insights into your customers and their unique requirements. 

Designing customer profiles can also help you trace knowledge gaps and customer challenges. It provides a solid foundation for creating valuable educational content and giving quality solutions to customer problems. 

Step 2: Set Clear Goals and Objectives 

Setting clear goals and objectives for customer education programs is critical to giving them direction and a sense of purpose. An organization must know the end game of its educational strategy: what it needs to achieve. The hard work and efforts might go to waste if it falls short. 

These goals help you measure and qualify progress while making necessary modifications. Answering the following questions can help you design an effective strategy: 

• What do you want to achieve in the end? 
• Do you want to boost the production/service adoption and usage rate?
• Is it your goal to minimize support requests and queries? 

After determining what you want from your project, it is time to break them down. The SMART strategy can work perfectly in this case, as it is a tool researchers use to identify and establish business goals. 

The SMART strategy means:

• Specific—Be specific about what you aim to achieve through customer education. 
• Measurable—Make your goals quantifiable so that you know exactly how you're progressing. 
• Attainable—Your goals shouldn't be too lofty. Make them realistic. 
• Relevant—Always make your goals relevant to your organization and customers. 
• Time-Based—Your goals should be achievable within a given timeframe. 

You should design the goals of your educational program based on these measures. 

Step 3: Adopt the Top of the Funnel Method (TOFU) 

The fundamental purpose of any customer education strategy is to increase sales and convert potential customers. Top of the funnel approach is arguably the best choice in this regard. 

The top-of-the-funnel (TOFU) approach is a marketing strategy that focuses on attracting potential customers at the initial stage of their journey. Businesses can raise awareness of their brand and products or services by creating high-quality content such as blog posts, videos, or social media posts.

This content is designed to educate and inform, positioning the brand as a trusted authority in the industry. By drawing in a wider audience and nurturing their interest, TOFU lays the groundwork for future conversions and sales. 

It consists of the following stages: 

1. Awareness

Goal: Introduce the brand or product to potential customers and create awareness of its existence.

Strategies:

• Content marketing (blog posts, articles, videos)
• Social media marketing
• Search engine optimization (SEO) 
• Public relations (PR)
• Paid advertising (search engine marketing, display advertising)

2. Interest

Goal: Capture the attention of potential customers and pique their interest in learning more about the brand or product.

Strategies:

• Engaging content (infographics, case studies, testimonials)
• Email marketing
• Landing pages
• Social media contests or giveaways
• Webinars or online events

3. Consideration

Goal: Nurture potential customers and encourage them to consider the brand or product as a solution to their needs or problems.

Strategies:

• Personalized content (targeted email campaigns, product recommendations)
• Lead magnets (free ebooks, white papers, templates)
• Demos or trials
• Customer support or FAQs
• Retargeting ads

4. Conversion

Goal: Drive potential customers to take a desired action, such as purchasing, signing up for a newsletter, or requesting a demo.

Strategies:

• Strong calls to action (CTAs)
• Optimized checkout process
• Limited-time offers or promotions
• Customer referrals or loyalty programs
• A/B testing to improve conversion rates

By executing these stages, businesses can increase brand awareness, generate leads, and drive sales.

Step 4: Design Content to Fill Gaps 

Completing the previous three steps gives you a solid understanding of your audience’s needs and knowledge gaps. Now is the time to create content and fill educational gaps in a logical progression. 

您可以使用各种格式，包括视频教程、书面指南、播客、网络研讨会等。选择一种格式而不是另一种格式取决于受众的偏好/人口统计和您的教学风格。要使您的内容更具吸引力，请使用视觉辅助工具和多媒体对其进行增强。

奖励小贴士—养成定期更新内容以保持其相关性和参与度的习惯。

第 5 步：使用高级内容创作平台

选择正确的内容创作平台和交付方法对于成功的教育内容至关重要。如今，诸如Coursebox AI之类的人工智能工具可以帮助您只需点击几下即可创建教育内容。以下是一些使它们与众不同的关键功能：

• 快速轻松地创建引人入胜且内容丰富的课程。Coursebox AI 功能，例如 AI 测验生成器和 AI 评估，可以自动执行许多与内容开发相关的耗时任务。
• 可以根据个人需求量身定制内容和支持，确保客户从您的培训计划中获得最大收益。
• 人工智能聊天机器人导师等互动功能可以让客户与您的内容保持互动，从而获得更好的学习成果并提高客户满意度。
• Coursebox AI 可以通过自动化任务和简化内容创建流程来帮助您降低与客户教育相关的成本。

资料来源：Trainn

奖励小贴士—你还应该使用 电子学习反馈调查 了解客户对您的教育计划的看法。 

客户教育的好处

客户教育不仅仅是勾选方框；联系客户并告诉他们需要知道的内容是不可或缺的。这些努力以多种方式取得了成果，从增加收入到创造追加销售机会。

1。增加收入和降低成本

向客户介绍产品和服务可以最大限度地降低支持成本并最大限度地提高收入，一石二鸟。 根据Intellum的Forrester研究，实施正式的客户教育计划使收入增长了7.6％。该研究中约有96％的受访者证实，投资客户教育取得了积极成果。

来源： Trainn

同样，对您的产品知情的客户不太可能抱怨。这意味着您的客户支持团队可以减少繁忙的日程安排，让他们专注于更有价值和更复杂的问题。

2。提高客户忠诚度

客户教育是提高品牌忠诚度的绝佳方式。提供时间接受优质教育不仅仅是将信息从一个地方转移到另一个地方；它关乎培养忠诚度和信任。

当你告诉客户如何使用你的产品并充分利用它们时，他们会觉得与你的品牌的联系更加紧密。当品牌努力让事情变得更轻松时，客户会喜欢它。最终，这些品牌在竞争激烈的市场中取得进步并扩大其足迹。

研究表明 59% 的美国人终身忠于品牌 一旦他们与它建立了更紧密的联系。成千上万的普通客户只有在想要购买时才会来找你。那么，为什么不让他们更容易使用你的产品和服务呢？

3.追加销售机会

你必须有访问商店的经验才能购买智能手机或任何其他科技产品。如果销售人员告诉你所有很酷的配件，例如手机壳或耳机，你可能会花额外的钱。它为品牌和教育客户提供了绝佳的追加销售机会。

如果您希望买家真正关心配件和升级，请务必首先让他们充分了解您的产品。当你通过向客户展示你的产品如何丰富他们的生活来与他们建立信任时，他们就会了解附加组件的价值。

这可能是客户教育最受追捧的好处。通过教导客户，您可以确保更多的销售额并赢得他们的忠诚度。

4。最大限度地减少产品退货

对于任何企业来说，最紧迫的问题之一是产品退货。当然，这并不理想，你想尽可能降低这些数字。

客户教育是解决这个问题的绝佳方法。当你告诉客户产品如何运作以及它如何丰富他们的生活时，他们不太可能感受到买家的悔恨。周围 42% 的美国客户感到买家的悔恨，这是一个相当高的数字。

一旦客户对某个产品有这种感觉，他们就会三思而后行，然后再向您的产品汇款。你的工作是确保他们不会有这种感觉，让他们对使用你的产品更有信心。

奖励小贴士— 使用可靠的 电子学习指标 以确定您的教育策略是否真正使客户和组织受益。

客户教育示例

要了解客户教育对企业的用处，研究那些已经通过这些工具取得成功的组织至关重要。

1。Shopif

Shopify 是电子商务世界中家喻户晓的名字。Shopify 知道其创业者需要定期支持和易于理解的培训材料，因此创建了一项多管齐下的教育计划。

以下是他们的计划所包含的内容：

• 操作指南
• 全天候为客户服务提供优质的客户教育
• 一所提供多种课程和认证选项的在线学院
• 帮助企业家加快 Shopify 平台使用的模板

如您所见，Shopify设计了其程序，以满足客户的需求并充分利用其平台。

来源： Trainn

2。HubSpot

HubSpot是最知名的CRM软件提供商之一，它了解客户教育的价值。这就是为什么他们在提供基于功能和实施的全面客户教育计划方面处于领先地位的原因。

如果您访问HubSpot网站，您将找到一些用于指导客户和普通读者的操作指南、博客和白皮书。HubSpot还有一所学院，该学院根据有效使用该平台所需的技能提供认证。

这些成功的客户教育示例展示了大公司如何部署这些工具并在市场上赢得良好的声誉。采用他们的策略来提升 课程完成率 并赢得消费者的信任。

结论

客户教育不再是一种选择；它是任何想要吸引新客户和扩大业务范围的企业的必备条件。没有它，任何营销或销售策略都是不完整的。但是，如果你做对了，你的业务增长将不言自明。

那么，你该怎么做呢？答案在于像Coursebox这样的强大的人工智能工具。这是您打造卓越学习体验的一站式商店。我们的用户友好平台使您可以创建引人入胜的课程，无缝授课并跟踪学员的进度。还有一个人工智能导师和测验生成器，可以帮助客户详细了解产品。

因此，立即开始使用Coursebox，进入人工智能驱动的客户教育的新时代。

常见问题解答

教育客户意味着什么？

教育客户意味着向他们提供所有相关的产品或服务信息。例如，如果你是一个智能手机品牌，你应该告知客户你的设备的硬件和软件方面。

客户教育的目标是什么？

客户教育的最终目标是帮助他们充分利用您的产品/服务并赢得他们的信任。了解您的品牌、关心他们并希望最大限度地提高生产力的客户更有可能信任您。

消费者教育的例子是什么？

客户教育的一个很好的例子是YouTube产品的准确广告和标签。广告和标签是客户首先看到的内容，也是他们做出决定的依据。如果你诚实准确，客户就会尊重你。

客户学习的含义是什么？

客户学习意味着客户对产品或服务形成理解，然后利用它来改善生活。此过程通常从客户购买时开始，并可以在客户支持和指导下继续下去。

客户教育的价值是什么？

客户教育对品牌及其客户都很有价值。它是客户参与度和产品采用的主要驱动力之一，可帮助客户决定哪些产品或服务适合他们。