Daniel Quick - The Customer Education Playbook

1 Cover

2 Title Page Daniel Quick Barry Kelly

3 Copyright

4 Dedication

5 Introduction

6 1 How Customer Education Transforms Prospects to Champions The Evolution of Customer Education The Business Benefits of Education Across the Lifecycle Crossing the Chasm: When Is the Right Time to Invest in Customer Education? Notes

7 2 Customer Education as a Catalyst for Business Growth The Importance of a Centralized Strategy for Customer Education Where Should Customer Education Sit in the Business? The Customer Education Portfolio Fee Versus Free: Should You Monetize Your Customer Education Content? Note

8 3 Step 1: Maximize Impact by Aligning Customer Education to Business Goals Five Common Business Goals for Customer Education Goal 1: Improve Product Adoption Goal 2: Scale Customer Support Goal 3: Maximize Customer Success Goal 4: Create Brand Ambassadors Goal 5: Lead Your Market Category Note

9 4 Step 2: Motivate Customers by Curating Their Path to Awesome How Do I Work Out What “Success” Looks Like? Creating Aha! Moments

10 5 Step 3: Personalize Learning by Focusing on What Your Customers Need to Know Creating Effective Learning Personas Defining Common Use Cases for Your Product Using Data to Determine What Your Customers Need to Know

11 6 Step 4: Execute Your Strategy Flawlessly with a Development Plan Identifying Your Stakeholders The RASCI Model in Practice Using the Project Management Triangle for Your Development Plan

12 7 Step 5: Video or Course? Choosing the Right Content Format for the Job Blended, Hybrid, and Mixed-Mode Learning – Whatever You Call it, Mix It Up! Defining Format According to Your Goals Identifying the Correct Format for Your Education Notes

13 8 Step 6: Make Content Engaging and Efficient for the Busy Customer Creating Learning Objectives Personalizing Objectives for Personas Auditing and Categorizing Content Merrill's First Principles of Instruction Introducing Gagné's Nine Events of Instruction Making Learning Efficient, Effective, and Engaging Notes

14 9 Step 7: Who Trains the Trainers? Transforming Your Team into Experts Choosing Trainers for ILT Working with SMEs Educate the Team on the Product Roadmap The Role of Customer Education in Learning Enablement Your Partner Training Program – Train the Trainer

15 10 Step 8: Design Learning Experiences That Lead to Behavioral Change Utilizing Mayer's Principles Learning Styles versus Learning Strategies Practical Considerations for Creating Education Content Notes

16 11 Step 9: Make Sure Your Customers Consume Your Content Go Back to Your Learning Personas Actively Promoting Your Content Optimizing Your Content for Consumption Your Pricing Strategy Is Part of Your Distribution Strategy Considering Accessibility in Distribution Localizing Education Content Note

17 12 Step 10: Did It Work? Measuring the Success of Your Content Data Doesn't Have to Be Hard! Creating a Data Dictionary Using Kirkpatrick's Model of Evaluation Prioritizing and Focusing on the Right Data Communicating the Success of the Education Back to the Customer Notes

18 13 Step 11: Actionable Strategies to Improve Your Content Understanding Iterative Design Look at the Feedback Improving Support Content Improving Training Content Improving Certifications Knowing When to Archive Content Note

19 14 Step 12: Demonstrate the ROI of Customer Education Collecting the Data to Measure Business Impact Telling the Story of Your Impact Grab Your Seat at the Table

20 15 Your Roadmap to High-Performance Customer Education The Five-Stage Maturity Model for Customer Education How Do Great Leaders and Mature Programs Approach Customer Education?

21 16 Looking Ahead: The Future of Customer Education What's Fueling This Growth? What Innovations Will Come Next for Customer Education? It All Starts and Ends with … Customer Education Strategies

22 Acknowledgments

23 About the Authors

24 Index

25 End User License Agreement

1 Chapter 1 Figure 1.1 Crossing the Chasm

2 Chapter 3 Figure 3.1 Optimizely Support Ticket Deflection

3 Chapter 5Figure 5.1 80/20 Rule

4 Chapter 6Figure 6.1 Project Management Triangle

5 Chapter 7Figure 7.1 Forgetting Curve

6 Chapter 8Figure 8.1 Bloom's TaxonomyFigure 8.2 Aligning Content to LearnersFigure 8.3 Merrill's Principles of InstructionFigure 8.4 Gagné's Nine Events

7 Chapter 10Figure 10.1 Mayer's 12 Principles of Multimedia Learning

8 Chapter 12Figure 12.1 Adapted Kirkpatrick ModelFigure 12.2 Measuring Content ConsumptionFigure 12.3 Zoominfo Pyramid of Metrics

9 Chapter 13Figure 13.1 Help Content Optimization MatrixFigure 13.2 Completion funnel analysis

10 Chapter 15Figure 15.1 Customer Education Maturity Model

1 Cover Page

2 Title Page Daniel Quick Barry Kelly

3 Copyright

4 Dedication

5 Introduction

6 Table of Contents

7 Begin Reading

8 Acknowledgments

9 About the Authors

10 Index

11 End User License Agreement

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