The customer education maturity model
Brian Childs, Managing Partner at Learning Outcomes, shares his customer education maturity model.
Customer education is such a potent marketing power-up. It can lead to increased product usage, higher customer satisfaction, and stronger brand loyalty.
Brian Childs, Founder of Learning Outcomes, has worked with companies like Moz and Thought Industries. Today, he shares his Transformative Customer Education Strategy.
The customer education maturity model lets you plot your company's strengths and areas of opportunity on a 4-tier scale. You can then identify what investments are needed to build a scalable program.
Tier 1: Little or no organization
Because there is no centralized owner, prioritization and production are ad hoc. Issues with utility, quality, and duplication of content are common. Though some individual pieces of content may prove valuable, there is no way to measure the impact.
Tier 2: Limited integration
A dedicated owner means the organization now has a place to send requests. This person likely becomes overwhelmed, forcing the question of “What should be prioritized?”
A common challenge is to address the widening backlog with a quest for more full-time resources (People, LMS, etc). The better choice is to focus on goal setting & process management before trying to build a team to cover all incoming requests.
Tier 3: Structured process
Managing content from multiple teams (SMEs, contractors) transforms production processes, including how work is defined and prioritized. With dedicated and cross-functional collaboration, multiple leaders need to understand and articulate the value of the work their resources provide. Though systems are acquired, they often lack integration.
Tier 4: Flexible
Systems integration and business intelligence enable sophisticated prioritization. This enables goal-setting to drive business value with feedback mechanisms. Production resources are organized in a multi-tier hierarchy with specialization. Tasks are defined and managed to be small, allowing for agility in production that serves both near and long-term projects concurrently.
Brian’s created a guide to leveling up your customer education program.
→ Download and make a copy of Brian’s guide here.
That’s all for now, friends!
Have a powered-up day,
Ramli John
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