What is Customer Education?
Customer education is a way in which companies can inform the future users of their products about the goods or services that they provide. Many companies mistakenly try to compensate for education with massive investments in marketing; however, that does not yield similar results by far! The ability to educate their customers should be viewed as a great opportunity to companies, as it sets appropriate expectations, creates a positive image of the industry in the minds of potential buyers and, according to the nature of the education provided, can draw a certain clientele to the company’s offerings.
Why is it important?
Companies have tremendous control over their returns on sales, based on whether or not they choose to educate their customers and the way in which they do so. This type of education is greatly advantageous to companies, as well as to customers themselves. As companies become forced to provide honest information about their products, their benefits and their production details, customers can better narrow down their buying options, and become loyal to the supplier whose values resonate most with theirs.
In addition to providing a more honest and simple buying process for customers, and enhancing customer loyalty, customer education can protect companies from potential legal issues. Many lawsuits that customers make against companies are due to lack of information or miscommunication, and could have been avoided if there was pure transparency before purchase. The large amount of money that companies can save, as well as the massive popularity they can gain, by simply educating their audience demonstrates the vitality of investing in customer education.
How can we educate customers?
The most important differentiating factor between marketing and education is the empathy that can be conveyed through education. Customers must feel as though companies know exactly what their needs are, understand the necessity of a solution that encompasses their values and have the ability to provide one for them. This, in the eyes of customers, should be a company’s priority. However, most marketing projects fail to convey this empathy and sense of helpfulness, and make customers feel as though their purchases are primarily aiding the company’s profit, not their own needs.
Why has it become so common?
Given all the benefits customer education offers every party involved, as well as its relative low cost, it should come as no surprise that an increasingly large number of companies are taking part in it in various forms. A great example of the wonders of customer education is the company that is said to do it best: Apple. By exploring the benefits of their products, and demonstrating their infinite belief in the ability of their products, Apple has solidified great trust in their customers through educating them with their contagious belief. This has resulted in tremendous customer loyalty and growing profits for the company.
At CoreAxis, we greatly value customer education. As we know that it leads to customer loyalty, transparency and even financial benefit, we provide the most efficacious programs so that our clients can enjoy the advantages that customer education offers. By blending custom learning solutions with highly-effective training delivery, CoreAxis provides exceptional training packages with which companies can convey their transparency and the benefits of their offerings to their customers.