One of the best ways to prevent attrition for B2B SaaS products is provide on demand Customer Training.
Let me illustrate my point with an analogy; let’s say that I sell frozen pizza, but I do not include any instructions. I justify it with “C’mon it’s a pizza, you just put it in the oven; heck it’s half-baked already. It’s intuitive enough.” However, what is common sense to you, can be confusing for your customer. Even if some get it right, many will fail and won’t re-purchase. Obviously it isn’t scalable. And as a big fan of frozen pizza, we all know there is a big difference between perfectly cooked at 16 minutes at 425, and soft and doughy at 8 minutes at 325. You must show people how to get the most value out of your product!
Now look at your business. What are your “cooking instructions”? Here are some good ways to kick off your customer training process:
Content; Give your Customers a Quick Run Through
Provide your customers with a product demo so that they know how to get the most out of your platform. You can choose from a myriad of options that are both informative and innovative to achieve this objective. Try a product walkthrough (like Gmail) or third party certificates (like cisco or msft). Multimedia has been linked to quick proficiency and longer retention rate. It’s best to choose a mode that your customers can keep coming back to for guidance and troubleshooting.
Content Part 2; Keep it Simple
Keep. It. Simple. No one wants to read a 600 page product manual. Make your instructions brief and relevant. Content should be bite-sized, and easily digestible. Get creative and try out new ideas on how to make your content more appealing. Remember, high adoption comes from clearest parameters.
Human Support; Train the Trainers
Your tech support and account managers need to be at the top of their game before you put them to the task of designing customers support programs. It is more than just being an expert on the product, they should be equipped with skills to make instructions user friendly.
Digital Support; Cover all your Bases
Nearly every product out there has a dedicated support forum. So, what makes your product’s support forum different? It’s how quickly and effectively you respond to customer complaints and queries. Apart from efficiency, another attractive feature of any forum is its accessibility and user friendly interface.
Open Dialogue; Keep your Customers Engaged
Create a strong feedback loop of customer requests and problems. Show in your training how they can help drive the product road. Surveying is a great way to make your customers feel like they have a voice and prevent attrition.
Successful products come with clearly defined instructions so that the customer understands how the product works and why they need it. For more on the topic please visit our blog or contact firstname.lastname@example.org.
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