customer education center - share knowledge, gain trust
DESCRIPTION
A Customer Education Center is an integrated mid-term cross-channel marketing strategy aiming to capture and retain customers by sharing differentiated, targeted, useful knowledge with themTRANSCRIPT
Customer Education CenterShare knowledge, gain trust
2Customer Education Center
A Customer Education Center is an integrated strategy
A Customer Education Center is an integrated mid-term cross-channel strategy aiming to capture and retain customers by sharing differentiated, targeted, useful knowledge with them
3
Your customer may be any agent in your sales chain
Customer Education Center
promote
prescribe
buy use
4Customer Education Center
Avoid Scrutinize
Assist Embrace
Sharing knowledge value decreases with expert customers and increases with product complexity
- Product complexity +
- C
usto
mer
exp
ert
ise +
Customer Education Center
Expected benefits from customer education are increasing revenue or decreasing costs and risks
Grow revenue• Increase product sales
• Increase brand awareness• Increase demand
• Increasing satisfaction• Increase trust• Accelerate product adoption
• Gather client intelligence• Generate training revenue
Decrease cost and risk• Reduce support costs
• Reduce customer calls• Enable communities to support each other• Enable partners to operate more consistently
• Reduce risk• Increasing safety
5
6Customer Education Center
Customer Education Center for customers is not a campaign
It is not tactical or short-term oriented
It is not emotional
It is not based on material incentives
7Customer Education Center
Knowledge management is a cycle of spreading and capturing knowledge
Socialization
Externalization
Combination
Internalization
Dialogue
Linking explicit knowledge
Learning by doing
Field (Team) Building
Customer Education Center
Education is the cross-channel process of spreading knowledge
8
Experience Based Learning• Mentoring, Role Playing, Case
Studies, Coaching
Collaborative Learning• Virtual classrooms, e-Labs, Web
conferences, e-Teams
Interactive Learning, Games and Simulations• CBT/WBT, Multimedia, Games,
Simulations
Support and Reference Materials• Web sites, video, audio, books, e-
books
Learning from CollocationGetting together, Meet as a
community, Develop relationships, Live it, Do it
Learning from CollaborationDiscuss it, Practice with others,
Create virtual communities of practice
Learning from InteractionExamine it, try it, interact with it
Learning from InformationRead it, watch it, listen to it
Strategy Methods Technology
LMS
LMS
face-to-face*
9Customer Education Center
Cross channel means creating paths combining methods
Concept Tools Behavior
Learning from CollocationGetting together, Meet as a community, Develop relationships, Live it, Do it
Learning from CollaborationDiscuss it, Practice with others, Create virtual communities of practise
Learning from InteractionExamine it, try it, interact with it
Learning from InformationRead it, watch it, listen to it 3
1 4
2
5
6
7May be done in face-to-face
10
Offline is collocation, like courses, workshops or showrooms
Customer Education Center
11Customer Education Center
Collaboration is social and allows not only spreading but capturing knowledge
12Customer Education Center
Online is interaction, like traditional online courses, serious or funny games or augmented reality
13Customer Education Center
Images Documents
Web content Records
Content strategy is the lowest level in knowledge strategy
14Customer Education Center
Cross channel interaction can be managed through a combination of a CRM, CMS and LMS
LMS•Learning management
CMS•Content management
CRM•Multichannel interaction
15
Online resources can be accessed by PCs, Smartphones, Tablets or other devices
Customer Education Center
ExamplesHaga clic en el icono para agregar una imagen
16
17Customer Education Center
Adhoc Learning targets customer and prospects to share knowledge
18Customer Education Center
Panasonic Proacademy is aimed to provide education to heating installers
19Customer Education Center
Centro Médico Teknon provides patient education
20Customer Education Center
CMC Markets is targeted to teach private investors how to use online trading tools
Haga clic en el icono para agregar una imagen