The Customer Education Playbook: How Leading Compa nies Engage, Convert, and Retain Customers

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

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.