How Customer Success Teams Succeed with Learning Technologies

Barry Kelly
Dec 21, 2017 1:20:00 PM

In training environments, the term "customer success" has become more frequent in recent years. The phrase mirrors the shifting approach of many training and talent development teams. As they now often join forces with marketing, support, and product teams, they aim to drive initiatives that improve customer satisfaction, retention, and lifetime value.

The growth in the customer success industry has been staggering and we predict that aggressive growth will continue in the coming years. This is great news for training professionals. Learning content creation and delivery has grown to become a core pillar of the customer success lifecycle. This is a direct result of the real benefit many companies have seen from more prescriptive customer onboarding, ongoing training, and product proficiency measurement.

By focusing more wholly on the external learner, you can develop a more educated and informed customer or partner and new profit centers. In addition, distributors, retailers, contractors, resellers, and other corporate partners often require training and testing to become certified as approved partners.

To optimize the education lifecycle, customer success departments are seeking robust technology offerings. The solutions they choose need to satisfy a variety of needs, such as:

  • Adaptability for new customer learning use-cases
  • Integration with existing tools across marketing, reporting, and CRM
  • Insights not found in traditional corporate LMS platforms

Also, they need flexibility in the types of online learning interactions they can deliver, from short-format content to learning pathways and certification programs. External learners demand a dynamic, modern, and contextual learning experience with features such as updates and proficiency pathways.

Searching for the right technology will likely lead outside the usual LMS suspects. A whole new breed of learning technologies on the market today are designed to meet customer and external learner needs.

To aid in the search for an online learning vendor, here’s a short-list of key needs to look for:

1) Web-based authoring and content creation

Everything lives on the web now, and learning technology should be no different. Web-based tools give you the ability to efficiently create content that is responsive and publish it quickly. External authoring tools only add complexity.

2) Native integrations with third-party technologies

Connecting with CRM tools such as SalesForce is critical, especially when they’re already key components of running the business. Other platforms such as marketing automation, webinar tools, and reporting suites should also be easy to connect.

3) Extensive branding and design controls

Customers expect a modern interface and branding. This continuity helps the user journey remain consistent across devices and experiences, such as mobile.

4) Powerful and flexible reporting capabilities

Data and insights are critical for measuring and optimizing the learner experience. Look for ways to easily slice, dice, and visualize the info that’s available.

5) Single-Sign-On

It’s important to seamlessly move users back-and-forth between any third-party technology and communicate critical data points to influence the learner content curation.

Keep the success of customers top of mind and seek out customer learning solutions that empower their growth. You’ll soon find that you’re rewarded with stronger retention rates and greater lifetime value. 

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