Ganador is uniquely focussed on B2B Customer Education
Why do we pursue customer education? Is this another ‘fad’ solution in search of a problem?
Apple offers dozens of different workshops and programs – some paid and some free – to help individuals learn about the features and capabilities of their products. As a result, they’re able to attract a large segment of people they wouldn’t have connected with otherwise. Their retail stores are more experimentation lab than shopfront – and customers respond by buying shedloads of product.
There are three distinct elements to achieving customer education the people, the strategy and the external customers.
Each element may take several projects to achieve the desired outcome of authentically engaged and loyal customers:
Your people must be equipped and empowered and committed. THEY are the ones 'touching' the customer or creating and managing the touchpoints.
Your business model, strategy and systems must be geared towards delivering on the desired outcome.
Only then can you begin to engage with customers and start adding value to their businesses.
There are no shortcuts, and the duration and cost on the project depends on how well the organisation is suited to delivering Customer Education.
There are not too many specialist Customer Education Agencies around, but even if there were, we offer a unique point-of-difference:
We have a deep experience and sound knowledge of CONSUMERS.
We leverage that to your benefit as a B2B company by making sure that whatever it is you help your clients and customers with, ultimately benefits THEIR customers --- the consumer. Customer Education is not content marketing on steroids, and it is not a fad. It is an authentic way to help your customers succeed - and your customers' success is ultimately measured by how their customers benefit.
If you want to help your customers win, you do it by helping them help their customers. Effective Customer Education ALIGNS your interests with your customers' interests with their customers' interests; and that is how you build a solid value proposition that withstands whims and cheap price competition.
In a competitive Retail Supply Chain, the business that SELLS the best is the one that has the best RELATIONSHIP.
B2B relationships are built effectively when the businesses COLLABORATE and create WIN-WIN outcomes.
CUSTOMER EDUCATION IS THE NEW MARKETING
CX is what happens when the customer uses your product. The way it works, how easy it is and how obvious it is. How smooth it is and how well it does what it is intended to do.
Imagine your product is a car: the fact that it starts every time, drives quietly and is powerful enough for the customer to enjoy the ride. The fuel consumption does not provide a shock at the bowser. Everything just works and works well.
But that does not mean the customer knows how to set the radio or the climate control. They may not know how to get the spare out and replaced. They might not know that simply holding the key fob close to the lock is sufficient and you don’t need to actually insert the key to open a door.
There is a difference between the customer having a comfortable experience sitting in a comfortable seat and knowing how to fold away the seat in such a way that they maximize boot space. A comfy seat is customer experience but knowing how to configure the seat requires customer experience.
You design the experience
You educate the customer so that they can enjoy the full experience possible.
Customer experience ensures the product and service is enjoyed functionally. It improves how a product is purchased and how it is used. Customer Education unlocks the benefits of WHY a product was purchased.
Buying a pair of yoga pants should be simple, it should fit and should be good value. They may even deliver it for you – all that provides a great experience. But WHY did you buy the yoga pants? You bought it to look good and feel sexy. Smart retailers will make that possible through customer enablement. The swing tag can tell you how to take care of the garment so that it continues to look good and not become saggy. The in-store experience could include an education element – via the sales person or a chart on the wall – to ensure that the customer buys the colour that suits their complexion. A handy booklet could show them how to mix and match with other types of non-athleisure wear so that don’t end up looking stupid.
In the past luxury brands could deny service or discourage a purchase of their product to customers that are deemed unsuitable. They would have done that simply by being haughty. However in a multi-channel world, this is not possible. The only way – that they should have done all along – is to educate the customer about how to use or wear a product.
Customer Enablement unlocks the purpose of the purchase.